The crowd in Los Angeles Wednesday night for #SMWFashionLA certainly showed up to the Egyptian Theatre charged and social. So much so that the award to funniest cheeky hashtag goes to #somanyiphonesandipads. Speaking to the type of consumer and user that is driving social fashion at the moment, they’re hyper tuned in, hyper connected, and hyper mobile. Over 50% of women use a mobile device to aid in purchase decisions in the store. The conversation was moderated by journalist Merle Ginsberg, host of TV’s Plain Jane. Speakers included experts from Nokia, BCBGeneration, Jenner Communications, Confederacy, and fashion start-up StyleSaint.
Talk began discussing what ‘being your brand’ means to fashion. To be successful you have to be your brand on social too, and can’t excuse yourself from it. Even the Kardashian girls tweet themselves. For all the promotion and contests in the world, you can’t buy word of mouth. How people feel about your brand is what they will be talking about. The word of the day was definitely authentic. Followers don’t want to consume any old content. More is just more and can lead to social fatigue if content is not kept fresh and innovative.
The influencer title has taken on a whole new meaning among this fashion social set, being an influencer doesn’t just mean ‘cool’ anymore, it means that you can make money. The next big thing for fashion social consumers is poised to be video, with the use of platforms like Viddy and Socialcam to create short burst 30 second videos ideal for sharing. As wisely spoken by Allison Beal of StyleSaint, the video must have a touch of aspiration so they [the consumer] understand why they’re coming to you for this content.
Another great tip from Allison centered on the creation of content. Thinking of all creation as co-creation. Building a product with direct fan feedback enables the end user to become a player instead of just a passive consumer. This also ensures the content will be all about them. In the “It’s always about me!” world we live in this kind of hyper targeted posting will really sell a lifestyle and not just a product.
Beckie Stravers is a New Yorker, lifestyle blogger at Cubicle57.com, and a social media pusher at MakeYourMediaSocial.com. She loves tweets and the internet, and hopes to see you around the world wide web. You can follow her on twitter @cubicle57blog. She is one of our four Official Correspondents covering SMW12 for Crowdcentric.