Do you think that Brooklyn Beckham got the Burberry fragrance campaign photography gig because of his parents’ connections? Do you believe that Kendall Jenner reached model superstardom and was named the new face of Estee Lauder thanks to her famous father and celebrity half-sisters?
While it’s easy to think that, the reality is that the game has changed. The fashion industry, in just the last few years, has transformed thanks to social media and the marketing potential that it promises.
It’s no longer about who you know, but how much attention you can drive towards a project. Brooklyn Beckham has an impressive 10.2 million Instagram followers. At the time that he landed the job to photograph the Burberry campaign, he was only 16 and already had over 5 million followers. And while many seasoned photographers criticized his involvement in such a coveted project, the fact remains that Beckham had the social media presence to get Burberry the attention it needed, regardless of talent or experience.
Kendall Jenner has a mind-boggling 82.4 million Instagram followers. That impressive following guarantees Estee Lauder an audience in the millions that is engaged and highly influenced by everything the model does – from what she eats, where she goes, and what she wears.
In this digital age, this is the new reality in fashion. Bloggers and social media online influencers have the online presence to reach and engage the audience that the fashion industry craves.
Brands, especially new ones, like Vuliwear, now devote much of their marketing strategies to building a commanding online presence. An Instagram post or a tweet that has been shared millions of times and has received high levels of engagement is now considered more influential than a single billboard in the most high-traffic fashion districts in the world.
The fashion industry is losing control to consumers who now have the power to dictate what’s hot and what’s not. In the days of traditional print media, fashion editors had the last word. If designers and brands made it to the pages of their glossies, consumers accepted them as the highest standard in fashion.
Today, a brand can post their latest collection and creations, and social media users have the capability to make it go viral or ignore it and let it get lost in all the other social media noise.
It certainly doesn’t help fashion brands now that social media platforms are keen on giving its user the best experience possible by developing an algorithm where users see what they want to see on their feeds first. Unfortunately for the fashion industry, that may include no longer seeing paid ads at the top of their feeds.
CURIOUS MINDS WANT KNOW:
Are you more likely to buy clothes if your favorite celebrity or blogger is wearing that brand on an Instagram post?
Does social media help you make purchasing decisions?
Has social media changed your views on fashion?
Where do you purchase clothing and fashion accessories more? Online or in store?
We’d love to hear your thoughts!