Images can always convey an infinite amount of detail compared to words – Just think how much you can describe and show in one photo, compared to say one line of text in a tweet? This is where Pinterest and Instagram excel and are really great tools for fashion businesses to promote their products and brand identity.
In the fashion industry, many companies are taking advantage of these social media platforms to further promote their business other than in traditional marketing methods such as TV and billboards. They promote their products in stylish and appealing ways, together with lifestyle marketing to show how their product could fit in with your life and enhance your day to day experiences. Forgetting these networks could be one of the mistakes killing your fashion brand.
Combining the traditional marketing method of promotion to sell a product, retailers should also be looking to promote a certain lifestyle for customers to identify with and further their appreciation of your brand – Instagram and Pinterest are perfect ways to do this.
How to effectively use Instagram
Instagram has gained a superb amount of popularity with the advent of celebrities taking to the platform to post endless amounts of selfies each labelled with around a thousand hashtags, these pics could be anything from hanging out at movie premiers to driving to the store for groceries – Whatever it is, the public is enthralled. Retailers should tap into that accessibility and the fact that everything is easy to find with hashtags and seeing what other people like and follow.
Fashion companies can use Instagram to craft an online identity by showcasing their products in an interesting and unique way, and furthering this brand and uniqueness with the creation of #companyRelatedHashtags that users can emulate. The key to success is activity and engagement – Keep your account active and make regular posts, and try to engage your customers as often as possible with questions or by asking their opinion – Customer love to feel valued! Guibert, a French luxury leather goods company, is the perfect example. They managed to create an atmosphere on their Instagram account through beautiful pictures related to their savoir-faire. And their commitment rate is impressive!
New Look is a high street fashion company for both men and women. Their Instagram feed shows pics of their clothes lines in simple displays, but also shows their models doing various everyday activities like yoga and eating ice-creams and gives you the impression that this is a fashion range for everyone. Add in a few catchy slogans and photos of plant pots and you also get a brand that has a quirky side.
Another UK high street favourite River Island has a similar approach and combines standard modelling shoots of their garments together with snaps of their fashion in various worldwide locations like Hamburg and the popular V Festival. These give the impression of a trendy brand while cute pics of Pugs and brightly coloured cocktails show a fun side.
High-end designer label Ted Baker’s Instagram feed reflects a more lavish and opulent lifestyle which can be seen through their photos of well-furnished drawing rooms, intellectual architecture like La Louvre in Paris, or historical castles. You get a sense of the quality when looking through this feed and the well-dressed smart looking models give you something to aspire too.
While these are three major fashion companies that make use of Instagram to promote their product range and also convey a certain lifestyle, there are many others who do the same, all in unique and interesting ways. The key is to identify the lifestyle you want your products associated with and work on a strategy that complements this on Instagram.
The digital Scrapbook that is Pinterest
In its essence this is what Pinterest boils down too – A digital scrapbook in which you can display ideas, thought processes and anything that you can dream up – The categories are endless and the scope of this social media platform is immense. Businesses can use Pinterest as a way to further promote their products and identity in a relatively easy way.
In the fashion industry, Pinterest can be used to showcase your work to potential customers and even detail the creation or design process. You could make boards that show how you start with an idea and develop it into a fully-fledged product (Obviously not giving all your trade secrets away in the process!). You could also simply create boards that show your different product categories – The possibilities are endless, but with such a large following, Pinterest is definitely a platform that should be taken advantage of.
When creating boards ensure that they are well defined and easy to follow – Bear in mind your target audience and create interesting and engaging Pins that will show your company in a positive light and give customers a means in which to see your products first hand. Track the engagement on your boards and then use this data to further improve.
The above are just some ways in which you as a fashion business owner can use Instagram and Pinterest to enhance the image and identity of your company and also reach out to a wider audience. Don’t hesitate to check other social media tricks for your fashion brand in this Inc.com article. By creative, be engaging and make use of the wide array of social media tools at your disposal!