Social Media and Fashion Industry Converge
New York Magazine reveals on March 26 that Victoria Beckham is using the power of social media for her new e-commerce fashion website. Beckham’s “redeveloped web platform mixes clothes with social media that allows users to share the constantly updating information” for a better user experience, and she is not the only one who is recognizing that social media matters in the fashion industry.
Wired recently highlighted how some fashion brands are taking advantage of social media aspects to create platforms that engage users. Polyvore is listed as a “social style platform” that gives users the chance to actively engage in the fashion styles. It is not just fashion brands that are turning to social media. Other parts of the industry like modeling agencies are also using social networks to connect. Model Management, a social platform that brings models, agents and photographers together, recently featured an interview with Maya Kuryakovich. In the interview, she mentions that social media is a crucial part of connecting members of the industry together and sharing information. Model Management is also using a Facebook group to promote its Fresh Faces modeling contest.
Victoria Beckham’s decision to redesign a web platform for her e-commerce site and make social media an integral part of the structure is a good example of how fashion is learning to use networking to its advantage. Beckham is making her animated clothing GIFs easy to share, and this is the type of tech focus that Wired believes the fashion industry needs. Patrick Gardner points out, “Brands should not be content to cede this power to connect directly with customers to other, recently created third parties, simply from the habit of working with traditional advertising models.” Fashion brands that can integrate social sharing and engagement into their own platforms are more likely to find long-term success.