The Refashioning of Fashion In the Age of Covid19 -Chapter 3- : Get Social!
THE FORCE IS WITH YOU!
No matter how much we may hate the wild and messy side of social media platforms, you must admit, it has given us all a leg up from what most of our parents had back in the day. It can be a bad thing or a great tool for expression. It all depends on how you use it. If brands use it wisely, it can bring in extra revenue, and we can all feel more engaged in the design stories we follow. Use it poorly and you might be embarrassed to walk outside without wearing a pair of shades and a plastic mack.
If you have a smartphone (insert iPhone bias here) there is no excuse not to reach out and touch someone (emotionally, of course). Fashion is an emotional thing; there’s no denying it. So, never underestimate the power of creating social media content that can inspire your customer base. Speaking as a fellow creative and an avid shopper in my own right, many-a-compelling Instagram posts have either given me styling inspiration, sparked joy, or most important (to retailers), has influenced my spending habits. And amid the chaos caused by COVID 19, thoughtful content can be a source of inspiration and happiness that will captivate your audience even in the wake of the pandemic.
Fashion designer, Cecilie Bahnsen, is a designer after my own heart! She loves the use of interesting fabrications (like myself). This group of images was taken from one of her archived stories on Instagram where she shares the inspiration behind one of her dreamy fabrics called “Cloud Matelassé.”
Which platform is the best for brand engagement, you say? One word- Instagram! Don't get me wrong, Facebook and Twitter can be used too, but Instagram’s focus on visual content is the best thing for fashion creatives by far. A meaningful image is worth more than gold!
For those of us who are looking for joy from the brands we engage with and the garments we buy, look for the following:
Originality - New brands add value through their unique story, which we’ll get to in a moment, but they should also provide something new in the content that they post and the products they offer. A new product is the core of any brand’s value proposition, so they’re likely to be the places where we get new ideas for what to wear and how to dress. Of course, if you need a new t-shirt and don’t want your dollars supporting Jeff Bezos, then by all means shop from somewhere new.
Vision - Does a brand have a narrative that you connect with? Scroll through their Instagram account and see if their brand tells a story and what their core values are. If they pass that test, follow the link in their bio or swipe up and look for the “about” tab on their website. Instagram only provides so much text space, so looking on the website affords you the opportunity to read through their background, core values, and point of view.
Personality - I’m advising brands to get social, so this is where the rubber meets the road. If you scroll through a brand’s Instagram and see products that are original and have a vision but don’t feel like you’ve really connected with the person behind the brand, I would sooner skip it and put my money elsewhere. I know, bold move, but these are difficult times and money is tight, so I want to understand the person I’m supporting with every dollar I spend.
So what are designers doing to up their game? Many designers have already maximized features like Instagram Live to give fashion heads like me a glimpse into upcoming collections. I certainly have aspirational memories of having the chance to see a live presentation of the Italian design house, Marni, showing their Fall 2018 Menswear collection live on the platform.
Most recently, former fashion magazine mogul, children’s book author, now vice president of fashion partnership at Instagram, Eva Chen (above) has developed an all-inclusive how-to guide in using Instagram to stage a viral fashion show on Instagram.https://www.businessoffashion.com/articles/professional/can-instagram-own-fashion-week
Go ahead “Post Your Heart Out!” You can post a ton of images on Instagram that convey ideas for the future of your brand. Then tie those ideas with products that are for sale or a concept that will be important to your brand once we return to our brick and mortar retail landscape.
Slow fashion jewelry brand, Bar Jewellery, is a sustainable company that's all about creating minimal and timeless pieces. Based in London, England the team uses inspired imagery on their feed along with the product. It gives the shopper a story that can be discovered in each post. I loved how the Herman Miller chairs influenced the form and shape of these earrings made from recycled silver above.
I understand that even thinking about the future of fashion as a business is hard, and posting about the future may seem troubling or even bleak at this point. Then maybe start with smaller ways that involve your team. One idea I had was to invite my team to share what is helping them to get through staying at home and what things they are finding joy in doing while working from home. And them to send in photos that show them doing things that inspired them during this time.
For example, my local florist, Les Blooms, has been open for select days and still offers a full variety of flowers to select each week during the Stay at Home mandate. Each week I post a beautiful arrangement to share with my teammates on our brand’s Instagram feed.
Another cool idea I came across by the team at Marc Jacobs was to post their employees working from home wearing their favorite MJ garments. Ideas like this can add a human touch and show the more down to earth side of your brand. It gives you a connection to your customer and helps the customer see beyond the label. Look past the brand to its people and you will find community. I love it! I should be a boss!
Narrate with emotion! Take advantage of Instagram’s Story feature. Sharing a meaningful story may be harder for larger luxury brands because of whatever perceived value that may go along with being that brand. However, all creation starts with a group of people or a person. I can imagine a scenario where Instagram stories can be a fun way to introduce the customer to your team via social media. A glimpse into the artisan’s studio if you will. Why is this element in the design so meaningful? There are so many creative ways to answer this question by using social media. Create a narrative that explains it.
While at home I got inspired and created a concept board to head off some creative design ideas I have in the works. In like manner, brands and creatives can share little snippets in their accounts to introduce new concepts and ideas. Don’t give them all the juicy secrets but convey enough creativity to inspire a connection.
Incorporating these tools via Instagram can make a lot of impact. And as I stated before, we are all on our smartphones more these days so this is a great opportunity to be a voice that's providing positive vibes amidst the craziness outside. You can get as creative as you would like by sharing photos, inspirational artwork, or meaningful quotes or verses of poetry. Just be sure that the content is accurately on-brand for your company. Incorporating these creative avenues of expression into your company actually goes far beyond the pandemic. This is a practice that brands should always actively participate in with the focus on the consumer and with a creative and human lens.