Is the fashion industry falling out of love with social media? The answer might not be a straightforward yes or no, but recent developments suggest a shift in the relationship between fashion and social media platforms. While fashion brands have enjoyed immense visibility and engagement on platforms like Twitter, Facebook, Instagram, and TikTok, controversies and a decline in interest among younger generations are causing them to explore alternative channels to connect with their communities and build loyalty.
Social media has undeniably played a significant role in the rise of fashion brands. Advertising campaigns, new collections, collaborations, and fashion shows can now reach millions of views in a short span of time. The influence of famous personalities associated with these brands can also boost engagement with just one click. A prime example of this was seen in 2022 when a Louis Vuitton campaign featuring Lionel Messi and Cristiano Ronaldo broke records on Instagram, garnering around 70 million likes and becoming one of the platform’s most liked posts.
The love affair between fashion and social media was further intensified by the COVID-19 pandemic. With physical stores closed and live events canceled, fashion companies turned to these platforms to maintain contact with their communities and expand their reach. Influencers replaced traditional fashion journalists in the front rows of fashion shows, while models and muses were replaced by influencers in promoting new products. This shift in strategy resulted in significant growth in social media followers for many brands.
However, the long-term sustainability of the fashion and social media relationship is not guaranteed. Declining user interest in certain platforms, like Facebook, could dampen the love affair. Twitter has also faced challenges since Elon Musk became its CEO, causing some brands, such as Balenciaga, to leave the platform. Controversies have also marred the image of fashion brands, with social media platforms amplifying criticism against them. Balenciaga faced backlash for a campaign featuring children with suggestive accessories, and H&M faced criticism for marketing a collection without Justin Bieber’s approval. Controlling their image in the age of social media has become a delicate task for fashion companies.
To tackle these challenges, fashion brands are exploring multiple communication channels to engage with a broader audience. Some brands, such as Lush and Bottega Veneta, have chosen to leave social networks altogether but maintain their connection with their communities through other means. Others have launched their own immersive applications resembling social networks, offering content, promotions, cashback, and seamless purchasing options.
Rather than completely abandoning social media, fashion brands are adopting an omnichannel approach. They are diversifying their presence to effectively reach various generations and social strata. Traditional advertising campaigns featuring diverse models, podcasts delving into the history and commitments of luxury labels, and product placements in television shows and video games are examples of this strategy. New technologies like Web3 and artificial intelligence also present opportunities for brands to engage with younger generations. Fashion is making strides in the metaverse, with virtual collections, collaborations with platforms like Zepeto, and even Metaverse Fashion Week.
Artificial intelligence, particularly conversational AI like ChatGPT, is generating interest in the fashion industry. Brands see potential in leveraging this technology to establish their presence in the media. However, maintaining control over these technologies is crucial as the industry continues to evolve. Striking a balance between social media and other communication channels is becoming a priority for fashion brands to foster stronger connections with their communities.
Relevant links:
– #1 Article: Why some fashion brands are leaving social media
– #2 Article: The end of likes: Why fashion needs new social metrics
