Social Media Strategy Review: Fa-Fa-Fa-Fashion
The other day a friend of mine,and personal style inspiration for me, posted a link on Facebook to some superb fashion pics taken by an amazing photographer: Rick Castro for Rick Owens. I checked out one of the Rick Owens distributor stores in EU on Facebook – the first channel I usually search on – and found him through Antonioli. I immediately Liked the page and all related/suggested pages with similar styles. I thought it is a good opportunity to map out the Fashion social media scene – and what a world I discovered!
I have covered social presence of small NYC stores, such as shop untitled, as well as large brands such as Theory and Anthropologie. This has to be one of the most inspiring and visually stimulating vertical in Social Media. Some of the brands released their inner creative side as if there’s no tomorrow, others were slightly more subtle about it and just posted pictures from catalog. Regardless, it was just really great to watch even the plainest, most straightforward of campaigns.
All stores have presence is the immediate suspects: Facebook, Twitter, Pinterest, Instagram and smart ones use G+ as well (SEO Juice, people!) The smartest used Polyvore, the king of Retail, and the ones with a younger audience also used LookBook. The latter will bring in the $$.
Out of all, in terms of engagement, Instagram and Pinterest rule the Fashion magic. Avg fans and followers number of a good, strong brand/store is of around 9,000 followers. However, in terms of focused target market with an actual sale value, THE place TO BE is Ployvore, and Lookbook.
Polyvore is a 20m sized community of fashion, beauty and home followers. User create boards of specific looks, and link each product to its original, thus, funneling sales to the brand of that specific product.
Here are some great stats for you to learn where to focus your energy on (hint: not on Facebook):
Facebook is the leader when it comes to driving social traffic to retail sites (it is responsible for about 60 percent) with Polyvore (20 percent) and Pinterest (15 percent) following behind. (RichRelevance)
Polyvore drives a higher average order value than Facebook, Pinterest and Twitter combined. Polyvore’s average order value is $383, versus Pinterest’s $199.16, Facebook’s $92.27 and Twitters’s $58.02. (RichRelevance)
While Twitter and Facebook tend to drive purchases of products people were already researching or considering, Pinterest is more likely to drive spontaneous purchases. (Vision Critical)
LookBook is a community of fashion bloggers, younger audience mostly, ages 15-30. Each user blogs about their style using pics – and you have to command these girls for having pretty good productions of these picture sets, ones that look pure professional – again, every items is mentioned and marked, pinned back to Pinterest, and composes a board on Polyvore. It’s an holistic experience so perfect I have not seen translating so well into lal social channels as well as actual sales, in any other product.
Conclusion is: Yes, you gotta have a page on Facebook, BUT the amount of time spent around it should be MINIMAL. It should look good, and have your latest content in the format of a picture with hashtah and link and @. All other efforts should go to Instagram, Pinterest, Polyvore and LookBook (if you have younger audience of 15-30). These will bring you not only true engagement, but also get you actual sales.