Social media is playing an increasingly important role in fashion.
For emerging and known brands in the industry, social media marketing unveils immense opportunities for growth and reaching new global audiences. And for the everyday consumer, these platforms reveal upcoming trends, provide outfit inspiration, and connect brand enthusiasts.
Below, we’ve explained more about the energised, inextricable and thriving connection between social media and fashion.
The rise of social media fashion influencers
Big internet personalities now stand as the face of online brand campaigns.
Much like Nara Smith, the face of one of this year’s Marc Jacobs collections, online influencers don’t need to have strong connections to fashion to become a brand icon. If creators appeal to millions of people online, fashion leaders know that promoting on their platform could be more than worth a punt.
Of course, there are fashion-focused influencers too. Some of the most successful individuals in the UK include Lydia Tomlinson, Rowan Row, and Alicia Roddy, who all have between one and two million followers on Instagram.
How do influencers affect consumers?
One survey found that at least two in five UK consumers valued relatable content from fashion influencers. Brands partner with influencers both contractually and on one-off campaigns, typically offering payment and products in return for marketing and reviews.
On TikTok, viral trends reveal some of the most sought-after styles every season. When users engage with promotional content sponsored by a brand, they’re more likely to browse the products or try on women’s dresses on instore. When trends spread, they can very quickly influence mainstream and high street fashion.
Major collaborations and brand partnerships
Brand partnerships can seriously boost a brand’s visibility. Some brands earn a significant portion of their total revenue from these arrangements, with long-term partners proving even more lucrative.
Many influencers accept campaigns from multiple brands at once, while others accept more competitive offers with terms to remain loyal as a brand representative. Another perk for influencers is that they can typically keep the products they’re sent to advertise.
Accelerated trend cycles
Ultimately, social media makes fashion even faster. Powered by the influencers at the heart of each campaign, social media has shortened the lifestyle of a trend from at least a decade to a matter of months. The rise, peak and decline of current trends is happening quicker than ever.
This presents major concerns for the eco-credibility and future sustainability of high-end and mainstream fashion.
Critics would argue that influencer campaigns are incompatible with promoting a circular economy, instead encouraging consumers to spend more for clothing that’s not produced with the planet in mind. However, there are some influencers with a focus on green shopping.
The future faces in fashion
With more than 70 million posts tagged #fashion on TikTok alone, it’s clear that social media is becoming woven into the heart of successful marketing strategies in fashion. This transformative pairing has accelerated trends and raised brand awareness to consumers across the globe.
We should expect further innovations, including augmented reality and AI-powered recommendations, to start shaping the future of how we interact with our favourite brands and social media stars.
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