Coachella 2017 Fashion Looks Takeover Snapchat

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By Jacqui Simses

(Featured Photo Source: Bazaar’s Snapchat channel)

With Coachella 2017 kicking off this past weekend, Snapchat was filled with all of this years’ best Cali-style festival looks. Different channels on the notorious platform that keeps users “up-to-date” highlighted Coachella fashions from all different angles. Snapchat was one of the main and only sources of popular Coachella fashions this year that was continuously updating its viewers. For most people with music and fashion interests, attending this world-famous festival that kicks every summer off is only but a dream. But, having a platform like Snapchat that allows all to see from outside the festival what changes in fashion are taking place this year in all different ways right on their mobile device, is fun, informing and entertaining. Here are a few that are still being talked about.

Bazaar’s Snapchat Channel

The fashion magazine, Bazaar, has its own channel on Snapchat which only featured Coachella-related content this past weekend pertaining mostly to this years’ fashions. One of the magazine’s fun and quick videos featured on their Snapchat channel showed images placed next to each other of previous years’ fashions comparing them to this years’ titled “Wear This…Not That…”.  This fun take on comparing last years’ trends to 2017’s quickly portrayed the major changes made in the fashions that Coachella-goers have been catching onto and wearing everywhere at this festival.

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(Photo Source: Bazaar’s Snapchat channel)

Another Coachella fashion-related thing featured on Bazaar’s Snapchat channel was an article called, “Heading to Coachella? Here’s what to Pack”.  The article began with a brief introduction stating the obvious to most of their readers; that every fashion girl knows that the festival scene is as much for the style as is for the music. The article continued by stating that there are certain essentials one shouldn’t be without in Palm Springs this year and complemented this statement with 12 different clothing styles in multiple variations following it that would be popular this year and where to purchase the ones shown.

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(Photo Source: Bazaar’s Snapchat channel)

Victoria’s Secret Angel Oasis

Victoria’s Secret had its own channel as well this weekend, highlighting custom-made outfits that the Angels wore while snaps were taken of these ladies following them through their journey to the festival and throughout it. There even was a spot designated for the Angels to hang out at during the festival called the Angel Oasis where most of the photos of their festival-vibe outfits were shot at.

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(Photo Source: Victoria’s Secret Snapchat account)

Kylie Jenner’s Snapchat

Lastly, a lot of attention was brought to Kylie Jenner’s fashions this year as she has been known for showing off extreme and diverse styles when attending this festival for the past few years. Not only did she show off her clothing and styles all over her own personal Snapchat account, but they were also featured on Coachella’s Fashion Snapchat channel and a few others as well. Her shocking highlighter yellow hair day 1 and bright purple hair the next day caused a lot of hype and was talked about a lot over the weekend along with her complementing outfits.

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(Photo Source: Kylie Jenner’s Snapchat account)

Memes Get a High Fashion Makeover

By: Shannon Williams

Memes have become one synonymous with internet and youth culture. They phenomenon has evolved into its own global language. Recently brands have taken to creating entire meme marketing campaigns on Instagram to connect with and reach digital native millennials. High fashion luxury brands are jumping on the bandwagon in order to be seen as more relatable and attainable to younger fashion conscious audiences.

Alexander Wang was one of the first to try out the trend to promote his upcoming show at New York Fashion Week. They were received well fashion audiences as they poked fun at the ridiculousness of the fashion industry and showed a humorous and fun side of it.

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Gucci was the most recent brand to venture into the new space and launched an entire marketing campaign to launch and promote the new Le Marché des Merveilles watch collection. They brand, which has had a recent resurgence under the direction of Alessandro Michele, has used the campaign to connect with younger audiences and be seen as more relatable.   Gucci partnered with a number of different famous artists and meme creators around the world to create branded memes.

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(Gucci Instagram)

Some were new pop culture focuses, such as the starter pack meme, others had high fashion editorial imagery, while others incorporated historical paintings. They campaign was received extremely well and brought fun back into fashion. It made the brand seem much more relatable to younger generations and not quite as uptight and stuffy as it has seemed in the past. Over all it was well received by all audiences, generated excitement and buzz around the brand, and was shared all across social media.

House of Holland is the latest brand to try the meme marketing campaign and recently partnered with @Shitmodelmanagment, an account that makes fashion related memes, to promote their new collection.

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(House of Holland Instagram)

I am sure we will see more brands try this out in an effort to better connect with younger digital audiences.

Petrarca, E. (2017). That feeling when Gucci drops its own fire, high fashion memes. Retrieved from http://www.wmagazine.com/gallery/gucci-memes-watch-campaign/all

Petrarca, E. (2017) Alexander Wang brings back the art of fashion shade with amazing Instagram memes. Retrieved from http://www.wmagazine.com/story/alexander-wang-philipp-plein-instagram-memes

Tai, C. (2017) Gucci made hilarious, high fashion memes and we’re dying to share them. Retrieved from http://www.thefashionspot.com/runway-news/740509-gucci-memes/

Fashion Brands Dominate the Usage of Instagram as a Marketing Strategy

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By Jacqui Simses

(Featured Photo Source)

The Rise of Instagram Marketing

It has been evident for a while now that Instagram isn’t just a social network to share photos among friends and family. In fact, Instagram has an astonishing 600 active monthly users as of December 2016, the last 100 million of which joined just in the prior six months. In a world where visual content remains a crucial part of any business’ marketing strategy, Instagram presents a unique opportunity to visually represent brands, showcase its personality and keep it top-of-mind for all users who scroll through their Instagram feeds every single day.

Fashion Brands vs. Other Brands

The fashion industry has become one of the most competitive industries on social media. Fashion brands have capitalized on social with the rise of e-commerce to support revenue streams that complement physical stores. This has resulted in social media becoming the new cornerstone of their marketing strategies.

Although brands from all different markets are finding great success from the usage of their Instagram accounts, fashion brands specifically receive significantly more followers and interactions making these brands one of the biggest and most engaging profiles on Instagram. Due to the natural fit for the highly visual Instagram platform, fashion brands are way ahead of all other brands in terms of Instagram performance.

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(Photo Source)

 

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Best Content Strategies

The foundation of success on Instagram lies in good content planning. Data from Socialbakers Solutions proves that fashion brands tend to post more photos than videos – in the first half of 2016, 93% of content posted by fashion brands on Instagram were images, compared to the 7% of videos. These numbers do not directly translate into generating engagement, though, as videos received marginally more interactions than images.

Whether it’s photos or videos, it’s no secret that in order to gain followers and generate interactions on Instagram, the brand needs to post exclusive, eye-catching content, But which of the two really works best?

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(Photo Source)

Victoria’s Secret: The brand doing it differently, but still leading

Victoria’s Secret is leading the pack in followers and interactions, thanks to leveraging a wealth of content – from photo shoots to a hefty amount of brand equity offline to other social channels

Victoria Secret differs from other fashion brands using Instagram marketing due to its slightly different content strategy. The company’s profile is comprised of 18% videos and 82% images, and their images generated on average 10,000 more interactions than their videos – a testament to the importance of creating quality content and in knowing your audience’s preferences on the platform.

Victoria’s Secret posted more videos than the average fashion brand on Instagram – 82% were images, and 18% were videos. On average, their images gained roughly 10,000 more interactions than their video content. Overall, Victoria’s Secret content on Instagram is more engaging than the fashion industry benchmark.

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Who does it best? 

While the top 10 most popular profiles include couture names like Michael Kors, Dior, Gucci and others, high street retailers such as Forever21, H&M and previously mentioned Victoria’s Secret, tend to do a better job at driving up Interactions and keeping their community engaged.

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References

Bowler, J. (n.d.). 50 clothing brands that are on top of the Instagram game. Printsome Insights. Retrieved from https://blog.printsome.com/clothing-brands-instagram/           https://blog.printsome.com/clothing-brands-instagram/

Buryan, M. (2016, September 19). Why fashion brands are thriving on Instagram. Socialbakers. Retrieved from https://www.socialbakers.com/blog/2626-why-fashion-brands-arethriving-on-instagram

Kolowich, L. (2017, February 21). 14 of the best brands on Instagram right now. HubSpot. Retrieved from https://blog.hubspot.com/marketing/instagram-bestbrands#sm.00zk3t3616j2dnf11121teyud610z

Leading fashion brands ranked by number of Instagram followers as of February 2017 (in millions). (n.d.). The Statistics Portal. Retrieved from https://www.statista.com/statistics/483738/leading-fashion-brands-instagram-followers/

 

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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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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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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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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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/