Social Media in NZ Fashion
The New Zealand fashion industry is slowly adopting social media as a marketing and promotional tool for connecting with their customer's online and driving publicity toward what they have to offer.
While many are still yet to develop a real online presence, there are many that are delving into Facebook and Twitter to drive both online and retail store sales. Many use the two networks to let fans and customers know what clothes are coming into the store, and when, whether they can place a pre-order, and announce sales and special offers.
Something that is so important with fashion is the hinging on visual aesthetics. The web is a cost effective means of sharing visuals of clothing, models and outfits, and using websites such as Facebook and Twitter deliver those images more directly to the screens of those who are interested in purchasing - interested enough to fan/follow a particular brand in the first place.
The ongoing stream of contact puts the fashion brand and retailer at the forefront of our minds, and I find myself so much more engaged with those who are using social media well to connect, than those that aren't.
Here's a look at how some of the best are doing it:
Superette
Superette has been using Facebook and Twitter for a long time now. Superette uses Facebook predominately to share not only images of the items they stock, but plug fashion shows and their posts from their fashion blog, Superette Store, their fans are likely to be interested in. The blog itself is fantastic, as Superette shares in greater detail fashion, editorial and runway moments that have caught their eye. They have good taste too!
The real value is the information they offer to their fans and followers. Today alone they were easily able to share that New Zealand fashion label Twenty Seven Names just arrived in their Ponsonby store, and the new collection of very coveted bags by Deadly Ponies is hitting the Newmarket store tomorrow.
Those who are tuned in are less likely to miss out on their opportunity to buy, and avoid being disappointed.
Ruby
Fashion label Ruby are relatively new to Twitter, I am not sure how long they have been around on Facebook but have managed to accumulate over 3,100 fans. Ruby has been using Facebook and Twitter to let fans and follows know exactly when their new collection pieces are coming into their store.
I have been coveting this beautiful winter coat from Ruby's latest collection for almost a month now. I was alerted to the fact that they'd finally arrived in stores on Thursday, and that they were flying out the door. I purchased mine this morning - the last size 8 in the high street store. I was so grateful as I would have completely missed out!
What I also like about Ruby is that they like sharing blogs that mention their brand. It's very sweet thing to do, and I was very happy when Ruby commented on my own blog after praising their Autumn/Winter 2010 collection.
The Department Store
I have a personal love for the Department Store because I think it is the greatest thing to come out of the North Shore since the Albany shopping mall. It is a beautiful place. I am very glad to mention them for their outstanding use of social media. They are on Facebook and Twitter.
The majority of their postings are plugs to their blog, which is great because it is written in such a manner that compels you to visit the next day. During their sale period they would advertise the bargains on the blog, and plug those to Facebook and Twitter. It is very effective, driving awareness of the store. You can visit their blog here.
I love the personal interaction I've had with the Department Store too!
There are in fact a number of New Zealand fashion brands and retailers active on Facebook and Twitter but it's those mentioned above that have really stood out.
Have I missed anyone? Which fashion brands and retailers have you seen using social channels effectively?
