Analysis Of The Relationship Between Luxury Fashion Brands And Social Media Strength

After the recession, brands and retailers are increasingly aware of how important it is to curry favor with customers both in the present and in the future, and the rise of social media seems to give the answer.

Sarah Watson, vice president of social media business at Net-a-porter.com, said: "the push of consumers is very strong.

Whether consumers' oral recommendation, product reviews or celebrity endorsements, the more they communicate with consumers, the greater their strength.

No matter which social platform, people interact with the brand passively or actively, and more and more consumers like to take the initiative to contact the brand.

Recently, the secrets of Topshop and Vitoria have responded to consumer protests about the promotion of body image in social media.

Should fashion companies follow the trend of social media? "Knowing your customers" has always been the key to business success.

But consumers who have cheered the brand for their products are now being influenced by another voice from the Internet.

Smart retailers already know the power of this new public opinion, and begin to use the Internet to get all kinds of information in a low-key way, thereby promoting their business.

Farfetch.com Stephanie Horton, chief marketing officer, explains: "we understand the shopping hours of consumers in different market areas.

For example, in Japan, people seldom go shopping at work time, whereas in Germany, people like to shop on Sunday.

Harvey Nichols fashion director Anita Barr said, "once it was hard for the fashion industry to reach consumers directly.

But nowadays, consumers have the right to freedom to express and share their views and opinions.

Social media is an important listening tool. Twitter is also one of our most important platforms. "

If Laura Berry was beset by Topshop super thin models ten years ago, she might have to complain to a salesperson in the shop. Maybe someone else would take her advice seriously, but after all, a voice was ignored.

But now it's 2015. In modern society, Berry can express her grievances through social media.

Berry has published more than 3000 commentaries on the Topshop Facebook homepage and has produced more than 700 comments.

This also caused.

Note, the brand responded by Facebook: "we have submitted the feedback and feedback from you and other customers to the company's senior level. We will no longer use this skinny mannequin for clothing display in the future.

We attach great importance to the valuable opinions of consumers. We apologize for not reaching the level of service we need. "

Topshop's Facebook home page has about 4000000 appoints, which can prove how important social media is for contemporary fashion brands, especially for young consumers.

"The brand is more responsible than ever," said Graeme Moran, a fashion editor at Drapers.

The power of social media does give consumers the right to voice their opinions.

Brands must respond positively, because some viral news may cause losses to the brand. "

Last month, Hermes launched its famous platinum bag.

Investigation of illegal operation of supplier farms.

After Peta released the video of the farm abused crocodile, Jane Birkin herself issued a statement calling for Hermes to prohibit the production of crocodile bags with her name.

Hermes quickly responded, explaining that they would take an immediate investigation, but the results were not yet known.

This also has a ripple effect. Consumers can push retailers to adapt to their style, including delivery time, quality of service and so on.

Customers are always the focus of enterprises.

To this end, Net-a-porter.com recently launched a new social APP The Net Sep, enabling companies to observe consumer behavior with unprecedented insight: "in the past, we could only gather feedback from all kinds of social platform information, and now this information can be concentrated on our own platform, which will make it easier for us to find emerging fashion trends and implement our marketing strategy."

For those who failed to support traditional market research.

It is very valuable to communicate directly with customers, which is a great benefit to both sides.

Craig Green is the best case: Men's wear designers first launched the 2016 women's clothing series to respond to the needs of female consumers.

When the British brand Finery was first launched at the end of the year, it immediately resonated with consumers, which benefited from the results of early customer research.

Caren Downie, brand founder and brand director, said: "the concept of Finery is built on customer base.

There seems to be an invisible bridge between us and the women who go shopping.

I am glad to see that we interact with customers frequently, and we receive a lot of e-mails from customers every week.

It is no doubt that we can get positive feedback, but designers should not be totally influenced by it. Moran said, "the advantage of instant feedback is that you can get positive and negative opinions immediately.

But brands need to grow and grow from positive ideas, rather than just constantly producing popular products, or customers will soon be bored.

Advanced street brands can get more feedback, so that instant feedback will really help them to produce fast and small-scale.

They can make changes more quickly to adapt to emerging fashion trends, so consumer interaction is more beneficial for them.