Fashion & Social Networking

Companies in the fashion industry use social media extensively to achieve their marketing goals. It is also the fashion promoters, and even designers, that are benefiting from social media.

I feel social media for the fashion industry is an excellent example of how using these channels for marketing, is very beneficial.  The following are examples of how some of these companies are meeting and even exceeding their marketing goals:

Asos ( As Seen On Screen) one of the biggest  online fashion retailers, generating
11m users a month. “On a daily basis, that’s around 700,000 people,”

The company  launched Asos Life, which is an “online community” combined of  staff and customers who blog, chat and post on fashion forums. The company also  launched Asos Marketplace, which allows designers to set up boutique stores on its site selling their own designs.  Recently they began the Asos Facebook store, one of the first retailers to launch a shop on the social networking site.

The following is an interesting article on how the fashion industry is using social media to enhance their brands: “Social media fashion index: fashion show livestream gets brand to the top”.  Some examples of companies that are exceeding marketing their goals are :

·         Victoria Secret with its new bridal collection, now  available  online

·         Levi's profits increased from its unique video for the Curve ID jeans

 I wasn’t able to find any examples of fashion companies that didn’t meet their goals or were not affected positively by social media.  Does anyone have any examples, as I would be interested to see why not?