Social media empowers fashion businesses to build a knowledge base for their brand, and help their customers get familiar with their products, their values and their processes. Customers generally love to have sufficient information about a brand even when they already like your products or find your products valuable. A simple behind the scenes video about how you package your products for delivery is sometimes all it takes for someone to fall in love with your brand, Social media is the perfect tool to carry your customers along, take them through the processes that make your brand unique, introduce new and existing products to them, and keep them updated about your brand.
It is important for brands to be deliberate about the posts associated with their brand and ensure that everything that’s being posted aligns with your values and brand identity as Each time any of your posts is shared, your brand will be introduced to a new network of people, who may or may not have heard about your brand before, when a large number of online users provide the same opinion about a brand, the credibility of the brand is increases and this can lead to increase in sales, the more people know about your business, the more customers you will be getting by organic means.
Internet communities, blogs, forums and social networks have become a part of life for most people, so that social media have become alternative communication tools, supporting existing relationships and activities in a way that can enrich the users’ experience. During the last five years, the spread of social media has further changed buying and selling techniques. With platforms like Facebook, Twitter and YouTube, consumers are able to comment on their experiences with products and companies and to share them with their friends. This has led to the growing need for companies to generate positive customer experiences in order to minimise negative word-of-mouth messages, which would easily be spread within the social media platforms to other, potential customers.
Social media is now viewed in the fast fashion industry as an opportunity to improve customer relationships and to ultimately capture a larger audience,Since customers enjoy the interaction and communication with each other and like to receive advice, either positive or negative, about different products or services, virtual communities have an impact on the consumers’ purchasing decision.
Social media allows for the dissemination of a great deal of information about a company or product, consumer-collected information. The increased availability has changed the common consumer into a researcher. Before making a purchase, the consumer can log on to a social media network and see what other people think about products and how the company handles customer service. The more information available as outcome of conversation photos, the more likely the consumer will make the buying choice that fits his or her needs
Influencer marketing is a process of identifying and activating individuals who have an influence over a specific target audience or medium, in order to be part of a brand's campaign towards increased reach, sales, or engagement. Influencer marketing is an extension to the original concept of word-of-mouth marketing, focusing on a social context and performing in a more professional way. It is a form of relationship building which may be very helpful for brands that seek to expand their audience and turn them into loyal customers through trust and authenticity.
Influencer marketing campaigns can take the form of sponsorship, pre-roll advertising or testimonial messaging and can appear at any point in the content. Any person, group, brand, or place could potentially be an influencer on any Social media platform. Some brands use influencer marketing to establish credibility in the market, others to create social conversations around their brand, others yet to drive online or in-store sales of their products.
They impact customers' purchasing decisions based on their personal opinion, ability and position and are often considered experts in their field by consumers. Social media influencers can influence what becomes a trend and a “must have” fashion as consumers tend to copy their style and believe that they are the experts within the product category, to obtain maximum results from influencer marketing, It is important that a brand chooses an influencer that is within their budget and that has the correct target audience they are trying to reach.