How brands are using social media to engage with their customers for fashion week

“Every day is a fashion show and the world is the runway.” – Coco Chanel

Coco Chanel had it right. And when the worlds of fashion and social media merge for fashion week, kick off those stilettos, have a seat and enjoy the show!

First off, gone are the days where fashion week was just for select fashion editors or certain buyers. Social media has helped throw open the gates to these events and shows – and thank goodness for that. Bloggers and fans can now share via Instagram or Facebook or Twitter; it’s been a great way to generate free traffic. Plus, it finally gives the “rest” of us a peek into the fashion world.

Both of these worlds are about self-expression and individuality. Fashion (and what we wear) reflects our personality and our style. Take a look at some people’s Facebook, Instagram or Pinterest accounts, and what do you see? You see a page or social media presence that reflects their personality and individuality. Pinterest is a great platform for fashion, which is the ultimate visual art. Pinterest can share style ideas and trends easily. Social media is always changing and evolving, and hey, so is fashion! It’s a match made in heaven.

But fashion lines have to have a clear vision of what their online presence will be, and how to keep it fresh. It’s not about just displaying your products or pushing a sale. Some labels tell a story that appeals to their customers, even adding video elements. If enough interest is peaked, it could catch fire on sites such as YouTube.

Some luxury brands, in the past, have struggled to reach the average shopper. But social media can help build bridges. While some fashion lines are just out of reach for some of us, we all still love a Coach purse, or a Tiffany necklace. Reaching customers online builds a brand new bridge to a whole new fan base.

Some brands, such as Michael Kors, are experimenting with great ideas, such as offering exclusive content (on their social media platform) of backstage footage from their fashion shows. What a bonus! There’s also live streaming of actual runway shows. No more waiting for coverage – experience it right along with the designers and the runway models!

Another good strategy for brands is making fashion bloggers their BFF. Many popular fashion bloggers can be highly influential, and some brands have reached out and offered giveaways or other offers in order to create a relationship with the blogger and his/her fans. There’s a lot of bloggers out there, but the real popular ones (with a loyal fan base) can be easy to find.

It will be intriguing to see how many of the brands are using social media this year, and thinking “out of the box.” So let’s sit back and revel in the fashion week!

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rachael@doukasmedia.com