Those of us immersed in social media recognize its power for business to connect with its customers and grow a customer base. It’s the perfect tool to build a brand, but not everyone knows how or where to start, or certainly where it’s all going. Toronto’s Fashion Group International chapter (of which I’m a board member) hosts #fgiSMS this Wednesday, October 6th. This networking and seminar will include a panel discussion featuring top business minds from the fashion, beauty and design worlds to share their knowledge and experiences with social media.
Recently I spoke with Yuli Ziv, a New Yorker and co-founder of My It Things, Style Coalition, and the organizer of Fashion 2.0 discussion panels and networking event series in NYC about social media’s role in building a fashion brand.
With the democratization of fashion, there is no shortage in exposure avenues, so the barrier for entry is pretty low. On the other hand, social media is very personal and many brands are struggling with their identity in this new world. The biggest challenge these days is to come up with a good and believable brand story, which will make consumers identify with the brand and the products. It’s not enough just to make clothes these days, brands and designers are judged on their personalities, as well as the quality of what they produce.
There are multiple advantages – low cost, direct and personal engagement with the customers, collection of valuable data about customers. All these opportunities didn’t exist before in such an accessible way.
Among young brands Hayden-Harnett are great with keeping in touch with the customers online via blog, photo journal, twitter and series of short videos on Youtube. Rafe Totengco of Rafe New York writes a great personal blog. Both of these brands are really driven by the personalities of the designers behind them and it resonates with the people online.
Register now for this Wednesday’s #fgiSMS and hear more about how social media is used in the business of fashion. Tickets are available online here – $35 for Fashion Group International members, $60 for industry.