The fashion industry is laced with flashy fabrics, stunning colors and creative imagery, but its overall marketing trajectory is out of date. In a recent study from NetBase, data showed that fashion brands lack Twitter marketing prowess when it comes to amplifying their tips and advice. What makes this discovery so profound is that 75 percent of social shoppers interested in fashion say they are on Twitter, while 66 percent of self-proclaimed fashionistas also use the microblogging site. The study delved further to understand where these people get their fashion tips and revealed that 60 percent of respondents regularly turn to blog content.
The research found that while many fashion-forward professionals take to the web to write online content that includes tips and advice on what to wear, few promote their posts via Twitter. This disconnect is surprising because the social media network is one of the more popular channels on which content marketing and SEO bloggers get the word out about their posts.
Fashion buyers turn to Facebook more frequently than any other social hubs. Seventy-two percent of shoppers say they check Facebook before making a purchase, and 50 percent turn to Pinterest for inspiration. Forty-two percent of Millennial women use Instagram for fashion help. Brafton recently reported that many marketers have their doubts that Facebook is a useful tool for lead generation. However, a recent Gigya study found that half of all social media content is shared via Facebook, the largest network, and not alternative sites like Twitter or Google+.
Fashion brands must do a better job of promoting their custom content on the ‘net. People aren’t always able to find the advice they need to make informed decisions about what to and what not to wear. The more bloggers get their tips out there, the happier buyers will be, and the stronger loyalty groups will grow.