As people’s dependence on social media grows, it has become a present fact in their life, and they are highly influenced by the content they see online, especially when it comes to fashion trends. In the past fashion trends were introduced to the public with the help of catwalk shows and fashion magazines because fashion was considered an exclusive part of the culture. The only influencers in the industry were the designers and glossy magazines full of ads for the latest Louis Vuitton bag, Ralph Lauren sweater, or Dolce & Gabbana’s Light Blue eau Intense fragrance. But if you fast-forward to 2019, it is a very different story because social media has taken over fashion and nowadays fashionistas rely on the trends promoted by Instagram models.
People have now the possibility to decide the type of content they want to expose themselves to. Yes, catwalk and magazines still are a part of the fashion industry, but slowly, social media has more success connecting brands with people.
Fashion companies have to market their products to a new market
People no longer rely on the latest issue of Glamour, to tell them what the latest trends are. Social media is used as a marketing tool to promote the products fashion brands are designing for the next seasons. But social media does more; it shows people what clothing items their digital friends are wearing, and what fashion trends bloggers are promoting.
Fashion companies know that people nowadays do not have the same level of trust in advertising as they had in the past. Millennials are living in a world of magazines, online advertising, and marketing campaigns, but these tools no longer have the influence they had in the past. Readers consider this marketing strategy quite distant, and they are aware of the editing process behind all shots. They consider marketing campaigns misleading, and they do not let their shopping habits to be influenced by the advertising content, they get in touch with on TV, magazines, and radio. They find more valuable the recommendations offered by social media friends.
Social media has the power to spread news fast, across countries and continents and now that the number of Instagram followers has surpassed 200 million, chances are every user to follow at least a fashion account. Studies show that around 50% of Instagram users follow fashion accounts to find inspiration for their outfits. This includes fitness influencers and their associated brands, too. A circle is created, one inspired from the outfit an Instagram model shares and they are sharing their look to their followers. They become the source of inspiration to someone else.
Studies also show that more than 70% of people are likely to buy a certain clothing item if it has been recommended by someone they follow on social media. Around 90% of Millennials state that they would make a purchase based on the content generated by an influencer.
Fashion brands rely on market research when they create their advertising campaigns, and they are aware that in 2019 they have to focus their marketing efforts on Instagram. Both average and luxury brands collaborate with Instagram models to promote their products on social media.
Instagram models promote brands and engage followers
Social media is a tool fashion brands use to bring their customers closer to their values. In the past, fashion shows were exclusive events accessed only by the elite. Nowadays, all famous brands offer access to their catwalk shows to Instagram models with the purpose of the influencers to share the event live with their followers. All Instagram users have to do is to follow a certain hashtag, and they will access all the content related to that particular hashtag.
Influencer marketing is the new trend in advertising, and it implies collaborating with influential persons who have the power to increase brand awareness and influence the purchasing patterns. From the buyers’ perspective, influencer content is considered a recommendation from a digital friend. They are following the persons they admire, and they are checking the clothes they are wearing or the products they are using. These recommendations make the brand reliable in the eyes of the buyers and increase the audience’s interest to interact with the brand.
Many fashion brands have difficulties in promoting a sense of community, but Instagram models have an already established audience, they communicate with their followers, and they can validate the products offered by a brand to make it more accessible to the public.
The fashion industry is known for its fast peace, and the growth of technology has determined a change in the purchasing patterns. Instagram models offer brands the opportunity to access a new type of marketing, one that is challenging if they do not hire the right person and they do not use their creativity to create content.
