Technics of fashion houses in social médias

On the fashion world, we can see that each fashion houses has its own way publishing on social médias.

First, many fashion houses use the same technic: they appoint celebrities like singers, actors or artist to be their muses. This have for goal to increase their visibility but also their notoriety.

For an example, the brand Calvin Klein appointed the actress Milly Bobby Brown for their muse. She has a community of 15 billions followers and their post are really influential. When she posted a pic with a pink Calvin Klein’s dress, a statistic website did a study and they realized that the recherche « pink Calvin Klein’s dress » on the internet was searched 31% more than before Milly Bobby Brown’s post.

Other fashion houses use the technic of the proximity with their community. They like, share or repost pics of their followers when they wear clothes or accessories of their brand. The principal goal of this technic is to create a real relationship with their followers, and it permit to give to the brand an image of a friendly and cool band.

Other brands have an other technic completely different. They don’t have a real presence on social médias. They use this technic who have for goal to play hard to get.

For an example, the fashion house Dior answered to their followers on social medias only on 0,5% of their post.

And the last technic used by fashion houses is to plan ahead post for their social médias. Some fashion houses choose carefully some posts to share on their social medias for the next weeks or months.

For an example, during the Fashion Week season, the brand Yves Saint Laurent shared four posts on two months. Like the last technic, this one has too for goal to play hard to get to their followers.

Emma