DESIGNER TOOLBOX: How To Use Social Media To Better Know Your Target Customer?

Hi Guys,
After our ‘Social Media Series For Fashion Brands’ series, we thought of another use you can make of social media.

In order to make proper financial estimates when you write your fashion business plan, you need to perfectly know your target customer to justify the strategy you are going to apply. And on top of the method we wrote about in a previous article, social media is a very good tool to help you get a first impression of your brand’s target customer behaviour.
So here is what you can do:

• To start with, go on Twitter and identify all the hashtags linked to your brand style
• From the result of your research, identify the major influencers for this particular style. Pick an influencer with a reasonably high number of followers (over 5,000 followers minimum).
• For each influencer identified, check their public lists and follow any influencer with a reasonably high number of followers, who shares valuable information
• For each post with the related hashtag that received many likes and repost, try to identify trends by answering those questions :
  • Where are the pictures taken?
  • What is the scene described?
  • What colors are used?
  • What references are used? (magazines, art, books, music, movies)
  • To which magazine/social media profile do they refer to?
• Repeat this exercise with Pinterest and Instagram
• To finish, research the keywords in Facebook groups and fan pages. Join the groups in questions and like the fan pages.
• For the posts that got the most likes and shares, identify the common elements and do the same exercise as with the previous social medias:
  • Where are the pictures taken?
  • What is the scene described?
  • What colors are used?
  • What references are used? (magazines, art, books, music, movies)

To which magazine/social media profile do they refer to?

Photo credit: Social Media Sign by Peter Freer – Creative Commons 
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How to better know your target customer?

Find the complete version of this article as well as other tools to help you through your fashion business plan, with the number one FXF guide