How Social Media is Changing the Fashion Industry | University Work

As the popularity of social media has increased over the past years it is certainly changing the fashion industry and the way in which the fashion industry works. Whether it's Brooklyn Beckham being picked to shoot Burberry's fashion campaign with Burberry openly admitting its not because he is a great photographer its more the fact he has over six million followers on Instagram or models being picked to walk on runway shows due to their social media following. The change in the fashion industry is due to fashion houses realising the influence that social media sites and the blogosphere has on their customers is a far better influence than some traditional marketing techniques.

Brooklyn Beckham/Burberry

Social media's impact on the fashion industry has recently started to affect the way in which brands choose their models for campaigns and run way shows. The demand for 'Insta famous' models is on the rise. By using these social media famous models it gives fashion brands more exposure on different platforms and they could end up reaching more consumers and different target markets. Although Kendall Jenner shot to fame from the programme Keeping Up With The Kardashians she has been named the ultimate "Instagirl" with 85 million of followers it's clear why brands like Victoria's Secret were so excited to have Kendall Jenner walk in their show a few years ago.

Social media is a great for fashion companies to get consumers talking about their products and its also great for for these fashion companies to engage with their potential customers and consumers.

Influencer Markerting | University Work

Over the years the way in which brands are marketing themselves to consumers has changed they are no longer using the same old marketing and advertising campaigns. From research you can see that consumers now want a product or service recommended to them by a family member, friend or even an influencer. More marketers are beginning to notice that they can use social media to target their customers indirectly and one of the main ways they do this is by using influential marketing.

I feel like most of you already know and have heard of influencer marketing, but in case you haven't here is a little summary.

Influencer marketing is a form of marketing that brands use to target a group of consumers indirectly. Brands do this by paying/hiring influencers to promote and make content for the brand. This is usually through Bloggers, Youtubers and influential Instagrammers etc.

A brand that are currently working with an influencer are The Body Shop and they are working with Emily Canham who is an influential Youtuber she does also have a blog and Instagram with a wide following which allows her to influence on different platforms. She has over 700,000 subscribers on Youtube and nearly 600,000 on Instagram. She shares videos of her daily life and her thoughts and opinions on products. The Body Shop are currently working with Emily Canham on their Stand Up Stand Out campaign and Emily has posted a video on her Instagram promoting the new products. Emily will be expected to spread the word through her personal social channels. With all the followers she has you can see why a brand like The Body Shop would want to associate their products with her - this will lead them to obtain customers who seek a similar lifestyle and interests.

emilycanham on Instagram

To help you understand what the hype is all about heres some reasons why influencer marketing is one of the best ways to market and why ever brand should consider it:

Consumers now more than ever like to make their own decisions. One of the main successes of influencer marketing is the fact it helps people feel confident in their own choices. Consumers are depending on these self proclaimed gurus to recommend the best products and services the market has to offer.

The social aspect - people have moved further away from the usual traditional marketing channels and have adopted social media. Social media allows the consumers to search for the kind of influencers and products they are looking for. It allows consumers to get realistic reviews whilst learning more about the products through the influencers. Which results in better purchasing decisions.


A lot of people now see influencers as the new age celebrities, due to their new found online fame and many businesses this is the route they are now deciding to go down. In the beauty and fashion industry research has shown that 60% of brands now have a influencer marketing strategy in place (Media Kix, 2016). Brands are using the most influential people with high social status' to promote their brands and it's working.

Gamification in the Beauty and Fashion Industry | University Work

Gamification is a current trend that has a major impact on digital marketing landscapes. In this post I want to share with you all how gamification is having an impact on the fashion industry. The example I am going to use is ASOS A-List. So ASOS A-List is a loyalty scheme run by ASOS, when customer spend a certain amount of money on an order they are rewarded with A-List points these points then add up to vouchers which can be used on the site. The more points that customers add up the more rewards days they get for example, for being on level one of the ASOS A-List you need between 400-1000 points and you get 2x double points days, 15% off your birthday and competitions from brands. As you progress and have more points the rewards are better and you also start to earn vouchers for 500 points you get so it works out for every £100 you spend you get £5 back in points.

Screenshot from asos.com

In my opinion ASOS have used gamification to enhance their reward/loyalty scheme. The more you shop the more points you earn which is a great aspect for ASOS as they are obviously earning more money. I feel as if customers will be tempted to do more of their shopping with ASOS as they know they will get a little something back whether its just points towards money off or an actual voucher. I know that personally I do a lot of my online shopping through ASOS and I have received a large number of points and you do get a lot of vouchers back from shopping with them which is something that always makes me go back to ASOS to do online clothes shopping. 

I feel like the ASOS A-List brings a competitive feel to online shopping. You feel rewarded when you move up to another level. It is also another way for ASOS to engage with their customers as there are special competitions for customers who take part in ASOS A-List. ASOS also engage more with customers who use A-List as there is emails that only go out to ASOS A-List customers and ASOS also send out magazines to these customers which often have little samples of products in them. 

Overall I feel like ASOS are doing the whole gamification trend very well. I feel like it makes customers want to shop with ASOS knowing they could be rewarded with vouchers. It have enabled ASOS to engage with their customers on another level. ASOS A-List is probably not the best thing for my bank account but that doesn't stop be from always going back to ASOS to do my online shopping and now more than ever I constantly find myself checking how many A-List points I have.