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Fast fashion refers to the trendy, inexpensive clothing that imitates designs from the catwalk or celebrity culture and is mass-produced as fast as possible to make the designs conveniently available to consumers. Social media is a influencing force shaping the fashion and has kickstarted a drastic evolution in fast fashion. Platforms such as Instagram, TikTok and Youtube, fashion influencers can reach thousands, even millions of people who want to stay relevant, post-able and just as cool from the moment they wake up to the moment they go to bed. Impact of social media has revolutionised our lives and its rapid rise has changed the game of Fashion Industry - especially Fast Fashion.
What’s in trend, or what was in fashion was circulated through people via magazines and the runaway was dictated by fashion editors and designers. But social media has levelled up the gear by bringing in a new, younger crowd. The trendiest things usually go out of style in less than three months and therefore fast fashionistas do not invest in clothing that lasts a lifetime. This very well defines how consumers treat the clothing they buy. Fashion is more interactive and fluid than ever before - changing the way fashion trends connect with their core audience. Social media has quickly revolutionised the fashion industry more than any other industry. Speaking of which, fashion used to be a one sided industry where people used to consume ideas and inspiration by flipping through the magazine pages. Consumers didn’t have a say in what they were consuming, they could only opt out of trends that they didn't like. Social media has reframed this structure completely, allowing users not to just choose their fashion and style trends but to also contribute to it.
The rise of Fashion Influencers
The rapid growth of social media makes it easier for people to cultivate their own brands. People start with an account and after some time (and a lot of effort) they gain a decent following, and boom! It’s the beginning of building a fashion community. Brands start approaching influencers for collaborations and endorsements, and here making a difference in fashion choices.
A new Marketing Frontier
Social media marketing is a two way process. Instagram stories, TikTok challenges, YouTube videos and so on have become a home to creative content used by Influencers. Social media is a powerful way for businesses of all sizes to reach prospects and customers. Great marketing on social media can bring remarkable success to your business, creating devoted brand advocates and even driving leads and sales.
New Pathways, New Circulations
Social media provides new pathways for trends and styles to circulate. An influencer or a celebrity wears a pair of animal-print trousers with a crop top in a video for their instagram story. It’s seen by one, two, 10,000 people and the next thing you know it’s a new trend. It goes viral all over the globe in a matter of hours. Remember e-girl fashion trends? That’s the perfect example as it emerged in 2019 and went viral soon after. Heavily inspired by K-pop and anime, a typical e-girl look involves igari-style makeup, facial stamps and winged eyeliner. Most e-girls also switch up their hair colour: lime green, blue, or pink tresses, a regular sight on TikTok.
Many mainstream and alternative fashion publications have moved away from print to digital in order to stay competitive. In the digital age, traditional media can feel lacklustre because of changes in the way we consume information. The rise of mobile video, virtual reality (VR), augmented reality (AR), and the more refined use of data analytics will all influence the future of digital marketing.
A New Way to Shop
Gone are the days when you had to take a bus and a train to find the latest styles. Thanks to the smartphone, you can shop at your favourite high street retailer without getting off your sofa. But social media has taken it a step further. Shopping has gotten so much easier! Consumers can click through to the brand’s website, or checkout via Instagram if they want to purchase.
Cultivated Brand Image and Increased Awareness
It is easier for Fashion Brands to create a brand image and build awareness amongst their customers as they are more visible to their audience.
Sponsored posts and digital ads help brands to create more audience-based content hence engaging with more customers.
Connection with Customers
More engagement between customers and fashion brands helps to drive sales. It has become a crucial part of marketing and selling products, connecting to customers, and providing customer services online, and solving online queries has become much easier.
Now customers can learn more about the fashion brands they love. Increased transparency between brands and customers ends up in increased traffic from both ends. With more and more Fashion bloggers and influencers talking about the brands and promoting them.
Now customers can directly talk to brands about the exchange, refunds, queries which are now answered directly through the backends of brands.
Providing satisfying and effective customer services is the main goal of all fashion business owners, social media is that one medium that makes communication easier!
With business insights and statistics provided by these social media platforms, it has become much easier to reach the right customers and drive sales.
E-commerce companies have also grown with rising brands keeping themselves available on all platforms, paving their way to the peak.
Engage with Audience
Develop a voice which you and your brand can use to connect publicly and directly with users. By allowing the marketing team to interact with customers in direct messages, comments sections and platform specific means of communication such as tweets a lot of brands have seen success on social media.
It is always recommendable to develop a posting schedule that plans and monitors the frequency of your social media output. A brand should be sensitive while posting because posting too often can lead users to get frustrated and unfollow, while infrequent posting will not allow to achieve brand’s full potential on social media. In order to achieve a perfect reach a brand should analyse and maintain sufficient frequency for gaining followers and interaction.
Social Media Integration
It is very vital to integrate social media into mobile applications in order to drive traffic and encourage users to share their in-app content across their social media handles. Speaking of this, A brand should develop an application that allows users to create look books, and easily share it with their friends and followers.
Variety is Key
For best outcomes, share a variety of blog posts, look books, lighthearted shareable content, user generated content and exclusive offers. A mixed content strategy including different formats, various features available on each media channel often works best across a brand’s social media channels.
Social media has had a radical effect on essentially every aspect of the fashion industry, and while that impact may change in the future, it’s clear that it’s not going anywhere anytime soon.Social media shows us how crucial it is to build relationships to keep up with the ever-changing times.Social media allows those who once felt like they were on the outside looking in to become a part of the in-crowd with the help of an aesthetic news feed and the drive to grow their following through relatable content and like-minded behaviours to those that follow them.
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