My View on Fashion in the Media

-

 Fashion in the Media 

    Fashion in our media is more powerful than ever, nowadays many online influencers hold the same or even higher power as most supermodels on the runway do. It is no longer about targetting big online influencers or paying to have an ad show on a social media page, now many brands are going further, by investing in micro-influencers and working with social media companies.

    According to Earthweb, there are approximately 3.2 to 37 million influencers online (Wise, 2022). Many are big-name celebrities that get paid millions of dollars just to upload a picture or video of them wearing or talking about their product. Although many of these big influencers have millions of followers, many aren't loyal or followers that engage on social media and usually, the products that big influencers advertise don't target a good majority of their following as it isn’t something they’re interested in. However, by investing in micro-influencers brands get a bigger return from them. Micro-influencers might not have the following count as huge accounts but what they lack in quantity they gain in quality. Micro-influencers tend to have more engaged followers, around 60% (Ehlers, 2021). Or usually, the people who follow micro-influencers are following them due to their specific style that they don’t notice in other creators. Micro-influencers tend to also be more personal with their fans, as their smaller follower count can be seen as a community rather than a public page for a large creator to only post pictures. This comes to their benefit, “Influencers with between 5,000 and 250,000 followers are responsible for about 70% of all reach in the influencer landscape” (MySocial.io, 2021). 

    Nowadays, many brands have been in collaboration with social media websites to help increase sales. In 2016, Instagram in collaboration with other brands launched Instagram Shopping. A service that allowed its users to easily shop from brands it enjoyed with the convenience of being able to do it all in the same place. This allows Instagram to receive even more refined details of what its users like and can use this info to implement more personalized ads. This comes at a huge benefit for many brands as 60% of users on Instagram find products through the app (O’Reilly, 2016). Instagram wants its users to use its platform more, as it made shopping a key player in its app. In 2020, Instagram put the activity bar on the settings page and replaced it with shopping, making it a key player (Perez, 2020).  This has seemed to have paid off, Instagram Shopping raked in 10 Billion USD in revenue in 2021 (Ghosh, 2019).

    To conclude, fashion and social media fit together hand-in-hand. Both can work together to help produce more sales and app downloads. From brands promoting Instagram micro-influencers to gain their loyal follower's trust and market their items that will be seen as the influencer's suggestions/picks to wear. To brands revamping their apps to gear more towards purchases and products, catering their pages for purchases, and developing personalized ads. All in all, fashion has indecisively hit a new online revolution, one where the throne is that of the brands and the social media pages.

Bibliography:

Wise, J. (2022). How Many Influencers are There in 2022? - EarthWeb. EarthWeb.com. Retrieved 2 May 2022, from https://earthweb.com/how-many-influencers-are-there/

Ehlers, K. (2021). Council Post: Micro-Influencers: When Smaller Is Better. Forbes. Retrieved 2 May 2022, from https://www.forbes.com/sites/forbesagencycouncil/2021/06/02/micro-influencers-when-smaller-is-better/?sh=5702b83539b2

4 reasons micro influencers are perfect for your marketing strategy. Mysocial.io. (2021). Retrieved 2 May 2022, from https://www.mysocial.io/blog/4-reasons-micro-influencers-are-perfect-for-your-marketing-strategy

O'Reilly, L. (2016). Instagram wants you to start shopping in the app. Business Insider. Retrieved 2 May 2022, from https://www.businessinsider.com/instagram-launches-shopping-2016-11

Ghosh, S. (2019). Instagram's big bet on shopping could be worth $10 billion in 2021. Business Insider. Retrieved 2 May 2022, from https://www.businessinsider.com/deutsche-bank-shopping-on-instagram-worth-10-billion-in-2021-2019-4#:~:text=Analysts%20say%20Instagram's%20move%20to,billion%20in%20revenue%20in%202021

Castillo‐Abdul, B., Pérez‐Escoda, A., & Núñez‐Barriopedro, E. (2021). Promoting Social Media Engagement Via Branded Content Communication: A Fashion Brands Study on Instagram. ResearchGate. Retrieved 2 May 2022, from http://file:///C:/Users/sheya/Downloads/2022-PromotingSocialMediaEngagementViaBrandedContentCommunication_AFashionBrandsStudyonInstagram.pdf

Perez, S. (2020). Instagram swaps out its ‘Activity’ tab for ‘Shop’ in new global test. Techcrunch.com. Retrieved 2 May 2022, from https://techcrunch.com/2020/07/07/instagram-swaps-out-its-activity-tab-for-shop-in-new-global-test/?guccounter=1&guce_referrer=aHR0cHM6Ly93d3cuZ29vZ2xlLmNvbS8&guce_referrer_sig=AQAAAEOXyoP05AkGki3B1UXJdx42I2lYTBCJjyu5X6IAn_3-yOLDdE1ZoMVuxcZMXY_E2sJxyRwsKYLrG34SrTBnobZkwpWbJgkDpSC9dbmApmI1hwSvwt2FKZ_ABxIiC3_BRyTd9PYkFZbVaF9IZI8eNBeUuRtvJFdwXIIkmwq11qlZ


Comments

  1. Rena SMay 8, 2022 at 2:53 AM

    In your blog you analysed the way the intricacy of fashion industry’s relationship with social media. I think it is a very thought provoking topic that demonstrates not only how fashion industry permeates and changes the out-course for many other commercial industries, but also shows how blurred the lines become between all industries with the invention of social media. I think you have made a splendid job of debunking this topic.

    ReplyDelete

Post a Comment

Popular posts from this blog

Current Events I

-
Image
  Social media and its contribution to fast fashion The biggest issue that is currently very popular is how social media helps the spread of fast fashion. Companies that profit off of fast fashion like to market on popular social media websites like TikTok, Instagram, and Youtube.  But, how do they do this so subtly? Marketing by these companies is done by the use of influencers who typically have a very big following online. They offer them a sponsorship to promote their products, with that in mind the influencer tries their best to promote the product to the best of their abilities even if the product does not hold up to these reviews.  Besides being sponsored, some media coverage also comes just from pure curiosity where a person will buy these clothes and then review them which can lead to more interest in buying fast fashion, after all, it is cheaper.  But with the rise of sustainable fashion and the enormous influence of Generation Z, we can see that most of th...
Read more

Current Events II

-
Image
Social media based fashion With the internet being such an enormous marketplace it comes as no surprise that something of interest to your fashion sense starts to pop up on your phone, but these posts and ads sometimes tend to pop up more often the more you explain your interests. This is something that affects anyone with an online presence and who actively uses the internet, what are the pros and cons of social media based fashion? Fashion consciousness is something that has rapidly grown with the rise of social media based marketing. This has positives as it promotes the brand and helps it go to large lengths, but as good as that sounds this has also pressured designers to rush with their ideas, for them to sometimes come out as disappointing. This is not only with fashion as it is also prominent on YouTube with beauty content because when an item has such a high expectation and it fails to deliver, that product then is no longer in the limelight and is pushed to the wayside. Even ...
Read more