Adidas Resurgence

By Shannon Williams

The Adidas brand has made a recent come back. The brand had fallen far out of popular favor. However in recent years through launches of new products and strong campaigns the brand has made a come back and is now considered one of the best selling athletic and casual athletic brands on the market. Adidas has partnered with many well known influencers and has relied on strong engagement with its target audience.

A lot of the success can be attributed to Adidas’s unique and highly effective social media campaign strategies. They recently announced a plan to aggressively double their share of the women’s athletic market. To achieve this they have recruited 25  influencers with diverse backgrounds to promote the brand in social media channels. The team of influencers is vast and spans large areas of interest to best reach the consumers they are trying to appeal to.

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(Adidas Instagram)

Adidas’s focus was not just on female athletes, they reached out to women with various and diverse backgrounds. All of the influencers have strong social media presences and range from female athletes, models, DJ’s, authors, and personal trainers. With this strategy they are trying to broaden their reach to a larger customer base and reach consumers that are Lulu Lemon , Athletica, and Under Armour customers.

Through the campaign they aim to increase awareness, increase share of the women’s market, and increase sales. By partnering with social influencers they will be able to reach more customers and foster and engaging environment.

Connelly, T.(2017). Adidas recruits team of female influencers to help double its share of the women’s market by 2020. Retrieved from  http://www.thedrum.com/news/2017/03/16/adidas-recruits-team-female-influencers-help-double-its-share-the-womens-market-2020

Baker, J. (2017). Adidas crafted comeback using celebs, social media. Retrieved from http://www.detroitnews.com/story/business/2017/03/13/adidas-comeback/99142950/

Weiss, R. (2017). Adidas hires social media stars to double women’s market share. Retrieved from https://www.bloomberg.com/news/articles/2017-03-14/adidas-hires-social-media-stars-to-double-women-s-market-share

McClay, R. (2017) Adidas brandishes new marketing weapon. Retrieved from http://www.investopedia.com/news/adidas-brandishes-new-marketing-weapon-nke-lulu/

LuLaRoe is changing the way things are sold online

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By: Tiffany Ditto

The fashionable world of LuLaRoe has taken Facebook by storm making money for stay at home moms, and those who are outgoing enough to network with women on social media platforms.

LuLaRoe is a women’s clothing line with fun patterns and 33 simple styles to sell for women and tweens. The company advertises that they only make 2,500 clothing items in the same print, and uses the multi-level marketing model as it’s sales platform. However, the real game changer is how the individual salespeople are using social media to drive sales.

The clothes aren’t sold in traditional stores, instead the salespeople create private Facebook groups in which to sell their clothes. They add clients to the group, who then peruse the albums for patterns and styles they like. The Facebook shops are traditionally only open for a certain amount of time, so those who want to buy have a limited amount of time to do so.

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Photo credit: Kelsey Chandonnet, LuLaRoe consultant

“I work full time so doing multiple in home parties each week is not really an option for me,” Whisper Rood, a consultant for LuLaRoe said. “I use Facebook regularly and was confident that I could add a Facebook LuLaRoe group to my social media life. The hardest part has been getting actual buyers to my ground and keeping them there.”

The challenges LuLaRoe consultants face as the months progress, will set a new standard for selling items online. Using social media to get rid of old junk in your garage is no new tactic, but running your business reliant on a social media platform is somewhat uncharted waters. Only time will tell if LuLaRoe will sink, or prevail, but one thing is sure: ladies are taking to Facebook by the thousands to get their hands on a piece of the “buttery” soft clothing line.

The clothier, started just three years ago, is on track to hit $1 billion in sales this year, according to Forbes.


Featured image photo credit: lularoe.com

 

Social Media Affects and Consumption of the Fashion Industry

By KeAndra Hill

How does social media affect the way we consume trends and dress on a daily basis? Social media is just another platform allowing companies to directly place ads and campaign in front of a consumer that is actually interested and likely to interact. So this raises the question, do we actually dress ourselves? The power that social media has on consumers can be due to consumer behavioral obsession to constantly ‘share’, ‘connect’, and stay ‘updated’.

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These platforms also allow companies to monitor and research their consumers through the way their consumers act, react, and interact. Companies easily intertwine lifestyle and marketing on social media. They are no longer trying to sell the products, but instead, the lifestyle of the brand.

It is the overwhelming obsession of social media that convinces consumers to spend and keep up with trends. Fashion is already instinctly about aesthetics, presentation, and outward appearances. So of course social media feeds into those superficial tendencies. How does this affect purchase tendencies? Well no one wants to be seen in the same outfit they wore two weeks ago. This in turn encourages consumers to purchase more.

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Fashion is moving faster now more than ever thanks to social media, but fortunately, it is also increasing sales and consumer purchases.

 

 

 

 

Works Cited:

Dhillon, Kam. “How Did Social Media Change Fashion Consumption?” Essay | Feature | NOT JUST A LABEL. N.p., 21 Dec. 2015. Web. 10 Mar. 2017.

Contributor. “Has Social Media Had a Positive Impact on the Fashion Industry?” Highsnobiety. Highsnobiety, 09 Apr. 2015. Web. 10 Mar. 2017.

 

How Social Media Influences the Fashion Industry

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 By Jacqui Simses

(Featured Photo Source)

Social media has been impacting the fashion industry in numerous ways. The traditional approaches to various areas in the fashion world that have been practiced for many decades have shifted using various social media platforms to interact with the consumer, as a means of networking with others in the industry, and as a way of building an online presence. Social media has impacted not only the way in which the public can instantly access runway shows and keep up-to-date with favorite designers and models, but it has also influenced the choices of models that are currently being used as well as even providing inspiration to designers for their newest collections.

Inspiration for Designers

Designers and major influencers in the fashion industry have traditionally found inspiration for their designs and creations in various ways whether their inspiration derives from a random object, a specific place, a piece of artwork, a certain time period or anything else really that a designer views as inspiration which eventually can be translated into a collection of clothing.

More recently, though, the fashion industry is recognizing a major shift in its inspiration for designs and trends, all thanks to social media and blogging sites like Facebook, Twitter, Instagram, and Tumblr. Social media has influenced a number of designers in recent years in unique ways which are changing the way many designers go about creating new fashions.

One example to consider is ZAC Zac Posen’s Spring-Summer 2015 ready-to-wear collection which was strictly influenced by comments and suggestions from his over 640,000 Instagram followers. This all began when Posen posted images of sunsets from a vacation on his Instagram account and followers began asking for prints in these hues, and “through the comments and pictures we got a new perspective about out creations,” said Posen. As a result, a maxi dress in the hues of the sunset from that Instagram image was part of his 2015 collection.

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(Photo Source)

Now, a fashion designer’s inspiration can be made easier by a speedy trip through social media sites such as Pinterest. Clare Waight Keller of Chloé observed that “A mood board that would have taken a few weeks of solid research now can be assembled in an afternoon on Instagram.”

Another example is the Proenza Schouler designers Jack McCollough and Lazaro Hernandez who had claimed Tumblr as a point of reference for their Spring 2013 collection, citing the social media platform’s unexpected juxtapositions of imagery and all-but-infinite content.

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(Photo Source)

Social Media’s Influence on Choosing Models

The influence of social media has also rapidly changed how today’s models are chosen. Kendall Jenner, for example, has been dubbed the “ultimate Instagirl” for her huge social media fan base: 48 million followers on Instagram and 15.3 million on Twitter.

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(Photo Source)

The same goes with recent models who have climbed the ladder of fame within the modeling industry within just a first few short years with the help of social media such as Hailey Baldwin, Cara Delevingne, Gigi Hadid and her younger sister, Bella Hadid.

Pinterest’s Influence

Take a picture now and save it for later. Pinterest is the hot spot for categorizing photos from this year’s New York Fashion Week. If you want to take a look at a clothing line from a particular show, see the collaboration of designers involved in Fashion Week, or Pinterest is your social media resource.

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(Photo Source)

Twitter’s Influence

When it comes to NYFW show updates, Twitter is the way to go. By following @NYFW, users can get a first look at runway video replays, hair and makeup moments and updates about shows in progress.

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(Photo Source)

Snapchat’s Influence

This year, low and behold, one of the most popular apps for tracking New York Fashion week 2016 is Snapchat. Here’s why. With Snapchat, users get the utmost “behind the scenes” or “feels like you’re there” experience. Snapchat users can not only follow celebrities and watch them attend the shows of their favorite designers, but NYFW followers on Snapchat can also gain personal insights about designers, and featured clothing items. Here’s the real kicker, in a way, Snapchat users also gain access to a free front row seat and a first look at NYC Fashion Week shows as they are happening! What a way to save a pretty penny on fashion week tickets. While we’re at it, let’s not forget about the way Snapchat let’s fashion lovers be their own reporters. Snapchat users, located in NYC and the surrounding area can submit photos and videos of their own to be featured on the New York Fashion Week Snapchat Story.

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(Photo Source)

So the point is, with social media sites only growing from here and fashion trends, designer influences, the choosing of models and more are all shifting to show major influences from social media sites, it’s a brave new world for the fashion industry!

 

References

Banks, L. (2014, December 2). Inspiration meets social media. NY Times. Retrieved from https://www.nytimes.com/2014/12/02/fashion/in-fashion  inspiration-meets-social-media.html?_r=1

Hope, K. (2016, February 5). How social media is transforming the fashion industry. BBC News. Retrieved from http://www.bbc.com/news/business35483480

Kline, J. (2016, September 15). New York fashion week used these 5 social media apps. Growing Social Media. Retrieved from http://growingsocialmedia.com/new-york-fashion-week-social-media-apps/

H&M Studio Collection See Now, Buy Now Debuts at Paris Fashion Week

By: Shannon Williams

The digital world and social media have changed the way consumers interact with brand and products. Gone are the days of fashion shows being private invite only events. Now a days people from all over the world have instant access to seeing the latest trends. H&M is one of the newest brands to take that concept a step further.

On March 1st, H&M debuted its new spring summer 2017 studio collection at Paris Fashion week in a see now, buy now format. All items from the collection were available for purchase after the show at an exclusive pop up boutique in Paris and online around the world. The next day the collection was available in select stores.

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(Ogunnaike, N., 2017 Elle)

H&M utilized a number of different social media platforms to publicize and build excitement around the show. All of their followers on Instagram, and Twitter and Fans on Facebook we invited to watch the show live on the H&M website.

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(H&M Instagram)

The show featured a number of social influencers such as Gigi and Bella Hadid walking in the show, Alexa Chung and many more in attendance, and with a special performance by The Weekend at the end. The star-studded crowd built excitement around the event on social platforms and let people feel like they were there.

The see now, buy now is a new format being tested by a number of different brands. It enables people to instantly purchase the new styles being show, which mirrors the way people see the new collections. People are able to post and share images from the show and than instantaneously buy them. People feel closer to the brands as more interactions and engagements are fostered.

The world culture has changed due to social media. People no longer want to wait as they have access to every thing instantaneously. The new show format enhances this and brands can profit from the initial excitement created by the first reveal.

Finnigan, K. (2017). H&M spreads happiness with a Paris Fashion Week catwalk collection you can shop now.  Retrieved from http://www.telegraph.co.uk/fashion/paris-fashion-week/hm-spreads-happiness-paris-fashion-week-catwalk-collection-can/

McKinley, H. (2017).Everything We Know About H&M’s First See Now, Buy Now Runway. Retrieved from http://www.popsugar.com/fashion/HM-Spring-2017-See-Now-Buy-Now-Collection-Details-43249654

Ogunnaike, N. (2017). H&M Puts on a Love-Inspired Show at Paris Fashion Week. Retrieved from http://www.elle.com/fashion/news/a43505/h-m-paris-fashion-week-spring-2017-recap/

 

Fashioning an Industry

By Dylan Asher

 

Fashion, in the past decade, has gotten a major face-lift. And not like one of those botched face-lifts, but a good one; one that leaves you feeling fresh and more approachable to the youth. Just like the trends in fashion, the fashion market and entrepreneurship in fashion have changed, too. I’m sure you don’t need me to tell you that all of this is the result of social media. Most of—if not all—designers have ditched the traditional business model and turned to platforms like Instagram, Twitter, Tumblr, and fashion blogs as inspiration for marketing, brand building, advertising, and trend analysis. Fashion and social media have a mutualistic relationship; because of it, consumers know what to buy and designers know what to make. As a result of this, social media awareness is at an all-time high with luxury brands like Hermes, Gucci, Chanel, and Fendi.

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Donald Glover serves looks in Gucci. Source:Vulture

At the same time, though, million-dollar brands actually are not the ones who benefit most from this integration of social media; rather, it’s people like you and I. Sites like Twitter and Tumblr have made fashion more easily digestible. These platforms have taken the fashion that was once unachievable and turned it into an opportunity for everyone—not just models and celebrities—but people like you and I. This began in 2007 with the creation of fashion blogging. Because of fashion blogging, blogs like The Budget Fashionista, ManRepeller, and my personal favorite The Sartorialist are now able to analyze what they see in editorials like Vogue, Harper’s Bazaar, and Elle and share their commentary with a more plain-speaking online community. These blogs, however, did not go unnoticed by brand-names. Digital Brand Architects and many other digital media directors see bloggers in the same light as stylists, fashion consultants, and even associate buyers. High end retailers like Neiman Marcus, Bloomingdale’s and Bergdorf Goodman, in combination with more hip retailers like American Apparel, Urban Outfitters and PacSun, have begun examining esteemed blogs for their abilities to influence upcoming trends.

 

Donald Glover serving a look in this Gucci frock. Source: vulture

Works Cited:
Taylor, Trey. “Where Fashion Blogging Began.” Nytimes. New York Times, 1 Feb. 2017. Web.
Hope, Katie. “How Social Media Is Transforming the Fashion Industry.” BBC News. BBC, 05 Feb. 2016. Web. 12 Feb. 2017.

How Is Social Media Taking Over the Fashion Industry?

By KeAndra Hill

 

Social Media’s influence on industries is insane. The fact that I can write three blogs about its affects on one industry alone says a lot. And, not to mention, the many ways industries can be affected by social media.

Now the affects have gone as far as to replace many industry officials with younger, more digitally-accustomed officials in high position jobs. Consider my first blog of this year, the story about David Beckham’s son receiving the job of photographing for Burberry’s newest campaign due to his six million+ Instagram followers. Recently in 2015, Allure magazine pushed out its founder editor of 24 years to replace them with an editor of much younger age and much more acclaimed digital knowledge. This is all happening because major fashion houses are realizing the amount of influence social media has and, even more, the amount of influence peers have.

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A recent study shows that 35% of millennial women would agree that social media has a huge influence on their clothing purchases (i.e. bloggers). And consider the ‘selfie’ trend, many people do not want to be photographed in the same outfits multiple times. I can personally guarantee that there is an influence on purchases considering big events and people wanting something new to showcase in their social networks. Bloggers are one of the biggest influences of media, so much so that fashion houses are becoming worried with their loss of control and influences which in turn lead to losses in sales.

Fashion houses are realizing they need to take action and get with the program. By really focusing on their social media platforms, companies can have more control over what their consumers are… well consuming. They will have better control of their brand identity and personality. Companies can also use bloggers to their advantages by creating community engagement among consumers; consumers will influence and persuade each other. Success of these endeavors have been shown through campaigns like #IDoinChoo, #CastMeMarc, and #BareSelfie (look them up!).

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Now many social mediums are allowing for ads. Fashion houses, if you can’t bet them, join them!

 

 

 

 

 

 

Citations:

Alter, N. (2016, June 21). Four Ways Instagram is Redefining the Fashion Industry. Retrieved February 26, 2017, from https://www.launchmetrics.com/resources/blog/four-ways-instagram-is-redefining-the-fashion-industry

Fateh, A. (. (2017, January 19). How social media is changing fashion? Retrieved February 26, 2017, from http://www.huffingtonpost.com/entry/how-social-media-is-changing-fashion_us_587edd29e4b06a0baf64918f