There is a recent posting about marrying social media and fashion and how to make things work between those 2 fickle entities (I wrote it, go read it). Going back to that marriage, I want to bring to attention how a no. of fashion brands have wielded the social media platforms that have been made available to them with much aplomb.
A front-runner when it comes to using social media platforms. The most successful digital campaign was Art of the Trench Coat. Having built a fairly uniform theme for all of their platforms, they know what content works best where and use that knowledge to their advantage: Facebook for live streaming, cool-cat visuals (who still says cool-cat nowadays?) and user engagement on Twitter.
Take a look at how they are using Snapchat. Burberry used it to reveal their collection a day before its runway show. They then told stories about what the on-goings of pre-show with their snaps; snapping a messenger going on his rounds, cameos by Anna Wintour herself.
The brand also launched Mr Burberry exclusively on Snapchat discovery. The short film and exclusive content were available on Snapchat Discovery for 24 hrs. In bid to drive customers to the dedicated channel, Snapchat codes could be found on products and in stores. Once scanned, the codes directed customers to Burberry’s Snapchat story.
Converse found a way to get in touch with their customers and keep them talking about the brand. This also to ensure that the customers will go back to Converse if their pair of chucks finally gives up on them.
Instead of only showing brand new pairs of Converses and promoting up and coming designs, the brand highlights worn-in, customised and stained Chucks on their social media pages. This is a sure-fire method of getting fans to share their photos; not all of the photos they feature are professional, but that’s how the customers feel closer to the brand.
Warby Parker (Can I call you Warby? I have talked about you enough to warrant us being on first names I think) makes use of their Twitter account to engage with customers and would-be customers. They use it to address common questions or complaints such as, “How do I clean my glasses”, “What do I do if my glasses don’t stay on my nose?”. Alongside that, the company has come up with little video clips that are able to help with these queries and they include them in their responses.
My point here is, know where your customers are and if you are able to help them out there, do it. Ignoring them will cause you to lose followers, fans and sales. We wouldn’t want that to happen, would we?