How Digital Marketing Is Redefining The Fashion Industry
Fashion trends change every season. What doesn’t change is the need to stay relevant in the minds of a discerning audience that has more than a lot to choose from.
What does that translate to in the context of digital marketing?
If our social updates are anything to go by, fashion is one of the most popular topics and generates the highest number of conversations. This realization peaked our interest in the topic and we did a little digging (still, digging btw).
We bring you our findings in a two-part series:
Our first post delves into the labels and influencers that are making waves in the world of fashion and digital marketing. Our follow up post digs deeper into the world of influencers to identify patterns and people worth looking into.
So, without further ado, here goes.
- Online fashion sales grew by 185% between 2007 and 2012.
- 54% of consumers say that would consider ending a relationship with a brand that fails to directly deliver tailor made, relevant content to them.
- 63% of US shoppers trust consumer photos than brand photos.
- Victoria Secret aces top social platforms: 26 million Facebook fans and 33 million Instagram followers, over 9 million followers on Twitter, over 180 million views on YouTube.
- Almost 60% of fashion and beauty brands have an influencer marketing strategy in place, a further 21% plan to invest in it over the next 12 months.
- 80% of fashion brands now have a mobile site; less than half did in 2012.
- 221K fashion related posts were shared in the last one year.
Look who’s ruling Instagram
Instagram and Pinterest are jointly overtaking Facebook and Twitter as ‘the’ places to be. With 300 million active users, over 30 billion photos posted and an average of 70 million photos each day, if you’re a brand that wants to capture a huge and active user base- you better up your Insta-quotient.
Here are the top brands that have done a good job of capturing audience’s attention on Instagram categorized by follower count as well as hashtag mentions.
By follower count:
By hashtag mentions:
Brand awareness versus Brand advocacy
Our analysis got even more interesting once we turned to YouTube. While top brands get consistent activity on their channels, it looked like individual fashion bloggers were acing the channel in every sense- right from video views, subscriber numbers and engagement metrics.
The kind of reach these bloggers wield is extensive and their influence over the audience is immense. It makes you wonder-
Does it make more sense for brands that invest heavily in YouTube, to spend dollars to create ad campaigns or to would it suit them better to identify top influencers who could get them a whole lot more?
We’ve got a data-driven answer for you.
“The top fashion influencers on YouTube, individually, have more subscribers than all top 3 fashion brands on the channel, put together.”
Here’s a look at the fashion bloggers who are ruling YouTube (and how)!
Who is the ‘right’ influencer for your brand?
It’s evident that these bloggers are huge brands in themselves. There are a large number of fashion influencers on YouTube and they cater to legions of fans who follow their every move.
We bucketed these fashion influencers into three distinct categories:
Crème de la crème
These bluebloods have spheres of influence that are unimaginably ginormous (we’re talking upwards of a few million subscribers). Some of these influencers have morphed into brands in themselves and have fashion labels vying for a spot on their channel or a picture that endorses their products.
Second level influencers who are extremely active and have large a enough follower base, but still fall in the individual blogger category (they’re still more about them, than about their endorsements and brand deals).
The third are the up and coming bloggers who are sensations in their specific markets but haven’t made as much a mark on the global scene.
Since all three groups wield heavy influence over their followers, what makes more sense for brands- focussing on working with ‘the’ top influencers or going for a mix of the the next level of influencers who come with a significantly large influence too but have more time to invest for your brand (and come at smaller budgets)?
Watch out for Part 2 where we’ll use data to answer that question.
EpicBeat brings you the latest content, trends and influencers across topics and industries. Check out the top content & influencers in the world of fashion, here.
This article was originally posted on the Epictions blog. You can read it here.