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

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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

DESIGNER TOOLBOX: 5 Essential Steps For Social Media Success In Your Fashion Business

social media

Source: GettyImages – Gallo Images ROOTS RF collectionAnna Bizon

Hey guys,
Two weeks ago we covered how to use social media to grow your business.  This week,we’re going to talk a little more about the necessary preliminary steps to go about achieving that.
Like anything in business, the more thoroughly you cover the basics and foundations, the higher the chances of it becoming a success later on.  Think of the story ‘The Three Little Pigs’ – you want to build your house – or in this case, your social media – out of bricks to ensure it’s longevity.
Thankfully, you don’t need a masonry degree in order to do this.  In fact, with a little time and attention to detail, you’ll be able to build yourself a solid social media platform in no time.

Are your social media foundations built of brick or straw ?  Consult our list below to find out.
Brand Identity
Do your Social Media accounts all have a direct link to your fashion brand ?  By looking at them, can customers make a clear connection between your social and internet sites ?  Social Media accounts should be thought of as an extension of your existing website, rather than as something entirely separate.  There should be coherent similarities, such as matching profile pictures (preferable a logo) and similar content.  This will ensure that your social media accounts aid in reinforcing  your brand identity rather than confusing it.
Self-Explanative
Are your social media accounts self-explicable ?  Could a new customer make an accurate judgement on their purposes with a quick glance over your profile ?  All of your social media sites should include a brief and accurate description of your fashion brand.  This should be sharp and snappy if possible, but more importantly, answer the most basic question someone with no knowledge of your brand will have, i.e what do you do? Alongside this – especially as description lengths are often limited – it’s essential to have a link to your website, allowing the social media platform to do its job of driving interest to your brand and traffic to your site.

Smart Following
Do you follow relevant people on your social media platforms ?  Are you mixing in the right cyber circles ?  If you are selling dresses, avoid following accounts that showcase burgers.  This will not only prevent irrelevant content being featured on your news feed, but by following accounts with some correlations to your own, you are more likely to be selected as a suggestion to people in your target audience.  Following people who are also in the fashion industry will also make interacting and getting noticed in the appropriate cyber community easier.
Appropriate Posting
Do you have enough, relevant and inspiring content ?  Is your content exciting, does it drive likes and follows from your target audience ?  Compiling some of the points briefly touched on above, the quality of your posts is extremely important.  Keep your posts relevant, regular and succinct with your brand identity.  If your target audience is mothers, stay away from posting taboo slogans as these will not only confuse your brand but may be detrimental to the way your audience perceive it.  Avoid using your brand’s account as your personal account – disconnect it from your own interests, instead putting yourself into the mind of your brand, thereby catering to your target audience.
Interlinking Accounts

Are you using your social media platforms succinctly ?  Do you make appropriate usage of each platform depending on the message you want to convey ? Each Social Media platform has it’s qualities and drawbacks:  Twitter is great for shouty messages, Pinterest for visuals, Instagram a mix of the two and Facebook for messaging and lengthier texts.  Before you post, think about which platform best suits your needs.  You should also consider sharing across multiple social sites – but again, be selective.  A shared Instagram post looks great on Facebook, but is pretty useless on twitter.  Be sure to share appropriately to ensure your followers see you as an asset on their feed rather than ‘spam.’
by Stephanie Cvetkovic for Fashion Cross Functional
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DESIGNER TOOLBOX: 5 Ways You Should Be Using Social Media To Grow Your Fashion Business

social media

Source: GettyImages – Gallo Images ROOTS RF collectionAnna Bizon

Hey Guys,
As a start-up fashion designer, the idea of reaching out to 400 million potential customers may seem just as many miles away, but with Instagram alone having that many users in 2016, connecting has never been easier. With such numbers on offer, it’s clear that Social Media is an essential tool in any businesses market plan now more than ever before.
While you may already be using the Social Media platforms, you need to ensure you’re using them effectively in order to really yield results. Go through this checklist to see which benefits of social media you are already reaping, and which you need to work on.
Marketing Method

Are you considering your Social Media accounts as something you have to have in this modern world, or are you using them as a marketing tool? Regular posts at the right times to the right followers can act as marketing campaigns in their own right. Normally marketing to such a large number of customers would cost thousands, but social sites makes creating similar effects much more accessible, so make sure when you post, you always have marketing in mind.
Market Research
Have you ever taken the time to look into the online profile of some of your followers and target customers? Social Media can be a key market research technique, allowing you not only to recognise your target audience but also get to know them on a personal level. What they like, how they dress, their interests etc all of this will help you better cater your future collections and branding to them better targeted and effective.
Connecting with other brands
Are you trying to make connections and get your Brand known online among others in the Fashion Industry? With everyone from one-man start-ups to the global fashion magazine VOGUE utilising Social Media, there are copious amount of doors waiting for you to open up online. With just a simple click you can reveal your competition, collaborate with likeminded fashion designers, or maybe even get talent scouted, so be sure to make the most of these opportunities by interacting with other people in the same Industry.

Brand identity
Are you posting picture that are tailored to your brand and the image you want your business to convey? When someone buys your products, they also want to buy into an idea, and Social Media allows you to craft and tailor this idea in any way your heart desires. If you’re a couture costume maker, the occasional shot of a beautiful white sand beach on your Instagram will give a sense of glamour and luxury to your brand, while a tweet about the meticulous selecting process of materials for your new collection will show that your Make in the UK silk scarves are of exceptional quality. Try to ensure your brand identity on your Social Media accounts correlates with that of your branding elsewhere.
Showcasing new products
Do you use Social Media to showcase new products to your customers and follow up with more information? You’re feed shouldn’t be too heavily concentrated with related pictures – always keep in mind the preliminary purpose of the account; to promote your products. Presenting your designs on Social Media is a handy tool to get your collection seen by existing customers and also – with the correct use of hashtags – a wider audience. and news feed and click if they want to find out more. You should always include further details of the garment on show, with clear information so the viewer can easily find out more to drive sales and interest.
Feedback

Are you using your Social Accounts as feedback tools by asking your followers questions? The creation of online relations means you can ask questions and get answers in minutes, whether that be an opinion on your new design or what they may feel was lacking in your last collection. Make sure to engage with your audience online, as it not only helps you to develop your brand and styles, but is a great way to show customer care is of importance to your business.
Further Reading: How social media is transforming the fashion industry
by Stephanie Cvetkovic for Fashion Cross Functional
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