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Social Media Dresses Up Fashion WeekSeptember 8, 2010 – 2:33 pm |
 Abdul Fattah Ismail |
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The end of Labor Day signifies a sea change on many levels. Pools close up. Farmers cut back their crop inventory to harvest for the winter. Summer homes are emptied, with grills cleaned one last time and patio furniture stacked in the basement. The first bell of school rings, meaning that students want to show their new threads purchased with adult’s money. Art dealers and creators return from Europe and other distant enclaves around the world to show off their new collectives.
In New York, all this happens, and so does Fashion Week. Labels are still recovering from a huge loss in sales over the past couples. Japan has lost nearly all of its Versace stores. The haute market is slowly making a reach into China and Korea, but not confidently. Believe it or not, though, fashion is patching things up in a heretofore different way.
Like many industries, they needed strategies to reinvigorate their brands and target customers in different methods. Fashion, meet Social Media. Social Media, meet Fashion. The City has intensified the campaign for Fashion’s Night Out, with social media links to Twitter and Facebook. Fans get privy to store parties, retail discounts, and other prize opportunities. Names like Gisele Bundchen and Bar Refali will make their presence felt across town.
This level of outreach is anathema for an industry that prides itself on exclusivity. Their job is to let you know about the horror of your Crocs. They also are exacting revenge from the days of adolescent negligence. Or they are just simply focused on making durable, funky goods for friends and lovers.
But today, it’s a different game. An even more fickle consumer is reaching for affordable items from discount chains like Uniqlo and H&M. Other foreign labels like Topshop, All Saints, and Zara have spread wings in the domestic retail market to grab a euro and a dollar. According to a report on Forbes, Marc Jacobs CEO Robert Duffy has managed the Twitter feedback of followers demanding plus sizes. When he returns to New York, the plan is to speak with Mr. Jacobs about the possibility.
This level of online advertising cannot be replicated in the magazine sections, and the balance sheet is reflecting the outreach. In the Forbes piece, Ann Taylor LOFT saw a 55% increase in e-commerce sales, while the namesake brand saw a 29% jump. The correlation is proving evident that social media is transforming even the most cottage of industries. Who else can it dress up and take on the town?
