Fashion’s Newest Trend: Social Media

The benefits of a strong online presence have caused large events, like the Superbowl or the Olympics, to develop social strategies that incorporate multiple channels and a variety of tactics. The Mercedes-Benz Fashion Week event in New York City utilized those channels to highlight shows and fashion trends in real time. Here’s a breakdown of other existing online channels Fashion Week used:

This year, Fashion Week continued to take advantage of websites, which are still the most common way for events to share general information. Fashion Week displayed a schedule of events with a list of what trends each designer would be showing on the runway. The site also played a live-stream showing the spring collections of 14 designers, showcased designer bios and posted behind-the-scenes photos.

Official Fashion Week Facebook and Twitter accounts were used to spread information in real time. Designers, stylists, models, retailers and bloggers tweeted about the shows, parties, glamour and art, giving those outside of Fashion Week an inside scoop in real time. They all used the hashtag #NYFW, which offered people an easy way to search Twitter to find people who were posting information about the event.

High and low profile fashion bloggers used their personal blogs to analyze individual collections in Fashion Week and give their opinions on developing trends. These personal blogs expose readers to a number of opinions and a variety of fashion information rather than hearing from just one source. This year proved there is no age requirement for blog success, because the most talked about fashion blogger this year was 14-year-old Tavi Gevinson. Tavi attracts over half a million hits a month and has earned front row seats at the biggest fashion shows. Her writing illustrates a professional feel and features analysis of magazines and photographs of her quirky daily outfits.

Another channel that created buzz around Fashion Week was the specialized social network, Chictopia. This site is home to more than 100,000 fashionistas, people passionate about fashion who connect with each other, share their thoughts on style, offer advice or criticism and provide inspiration for each other.

This year’s Fashion Week garnered a lot of attention, because the event used multiple social channels to engage with its target market. As more events use social media for promotional purposes, it will be interesting to see who uses what network for what purpose. But for now, job well done, Fashion Week!