Plus Fashion News
The Power of Social Media in the Fashion Industry
The Power of Social Media in the Fashion Industry
Social media has become a massive part of our daily lives, and the influencers we follow now have the power to inform our decisions on a scale like no other — and one core area they do this in is fashion.
Before the phenomenon of social media, fashion was mostly discovered through magazines and catwalks. Through these controlled channels, fashion was kept exclusive, determined by designers and magazine editors. Fast-forward to 2018 and it’s a very different story.
Social platforms like Instagram have allowed us to become our own fashion editors and project our personal style with millions of people on a global scale at no cost whatsoever. While catwalks and glossies still remain a part of today’s fashion sphere, fashion is more fluid and interactive than ever before — changing the way fashion brands connect with their core audience. [divider] . [/divider]
Capturing the market
Unlike before, those interested in fashion do not have to wait for the next issue of ELLE to tell them what’s hot. It’s all about social media — what products are online retailers pushing this season? What going out dresses are all your friends wearing in their latest tagged photos? And, what’re the bloggers and influencers on your news feed into this month?
Research has shown that more millennials are losing trust in traditional media. In the world of fashion, this means that magazines and advertising campaigns don’t have the influence that they once did — they’re now seen as quite distant from the reader as many are aware of the editing that goes on behind one shot. Instead, peer recommendations are more valuable and accessible than they once used to be. Of course, we’ve all heard of the power of word-of-mouth, but with social media and its ability to spread at a rapid speed across countries, it’s more important than ever before. Of Instagram’s total audience, 200 million users follow at least one fashion account. 45% of Instagram users in Britain say they follow these fashion accounts to gain inspiration for looks they can buy or create themselves. Sharing their own looks is a part of this process too, with #fashion mentioned a huge 13 million times a month and #ootd (outfit of the day) featuring in 140 million posts to date.
Social media users are obsessed with engagement rates, and the number of likes and comments they get on each post.
Many of us are used to reading user-generated reviews about an experience or product before making a purchase now. In fact, research found that 71% of people are more likely to make an online purchase if the product or service has been recommended by others. In addition to this, 84% of millennials are likely to be influenced into making a purchase based on the user-generated content by strangers who have experienced the product or service.
As a result, more brands than ever before are focusing their marketing budget on Instagram and similar digital entities. Even luxury brands — that once shunned social media for fear of it cheapening their image — are jumping on the digital bandwagon. While 72% of luxury fashion brands’ marketing spend is still attributed to print marketing, digital is quickly gaining pace — reaching a total digital ad spend of $100 billion in 2016.
By occupying space on social media, fashion brands will be able to present themselves to users who are interested in them. [divider] . [/divider]
Becoming a better brand
Unlike before, brands can now connect with their audience on a personal level. Founder and editor in chief of independent publication, the Business of Fashion, Imran Amed, says: “The one thing that has changed dramatically in recent years is the direct relationship brands now have with their consumers. In this new hierarchy, the consumer has the ability to amplify or negatively impact on business, through sharing positive or negative responses.”
Fashion shows are a prime example of this. Once an exclusive event for the elite and top names in fashion, many shows on the catwalk can now be viewed live by millions. Access to the designers’ latest fashion lines was often something that we could only hear about through magazines and the press. Now however, we can keep up with the latest through monitoring the content attached to a hashtag.
In the early days of social media, Facebook and Twitter were leaders in the field.
But, now there’s a new player on the scene — and it’s taking over. Instagram reached 800 million monthly active users in September 2017 and these users have the highest level of engagement (time spent using the app) compared to other social media sites.
However, Instagram has become the go-to place for all things fashion. This encourages brands to think more about ‘real’ people, with different bodies, skin tones and fashion preferences — it’s opened a whole new world for fashion marketers.
Recent updates have allowed Instagram users to shop products on the platform. Brands are able to tag products in their posts which can then lead users to a point-of-sale. Early adopters of this, such as Natori and Magnolia Boutique, have already found that traffic and sales from Instagram have increased after implementing the shopping service.
As well as this, brands want their customers to show off their outfits on the platform too. This is another form of user-generated content and it allows others to see what the outfit looks like on real people. In some cases, users are given the chance to feature on the main social media page. [divider] . [/divider]
Social influencers
As communicating your brand with your audience is essential, more companies are beginning to use influencer marketing. The influencer economy of Instagram alone is valued at $1 billion and 94% of businesses said influencer marketing was an effective campaign strategy.
The role of influencer marketing takes someone with a large following, and paying them to raise awareness through their accounts to their own audience who could be interested in the brand itself.
As an example, supermodel and reality TV star Kendall Jenner has become an ambassador for Adidas. With a total Instagram following of 89.2 million compared to Adidas’ 19.2 million, the partnership will significantly increase Adidas’ social reach and position the brand in front of Jenner’s younger fashion following.
Content delivered by influencers is almost like being recommended a product or service from a friend.
Seeing the people we admire or look up to wearing a particular outfit or using a certain product is a vote of confidence in a brand that makes us more likely to purchase the particular product or interact with the brand in the future. This sense of community is something that brand accounts struggle to deliver; a third-party is needed to validate the products for consumers.
However, not all influencers will be celebrities. It can involve any profile that can add value to a brand but generally, this value is measured in terms of volume of followers.
When choosing an influencer, their following should align with the brands target audience. Influencer relationships can be expensive, so the associated spend needs to be justifiable — yet doing so can be problematic for fashion brands, when you consider the difficulty surrounding success measurement.
Did you know that 5% of the influencers who offered product recommendations were generating 45% of social influence for the brand?
Evidently, the game has changed for fashion because of social media. We’re now more connected with our brands than ever before and are proud to publicly post about the names we love. With the implementation of Instagram shopping already changing the process of fashion retailing, who knows what the future holds? [divider] . [/divider]
About the Author
Louise Richardson has been a copywriter at digital marketing agency, Mediaworks, since September 2017. After graduating with a degree in Media Production from University of Sunderland, Louise completed a post-graduate course in Magazine Journalism at PMA Media Training in London before becoming a freelance writer, where she wrote articles for multiple industries. Prior to her position at Mediaworks, Louise was a content writer at travel agency, Hays Travel, and digital marketing company, Visualsoft. [divider] . [/divider]
Sources
- economictimes.indiatimes.com/tech/software/how-instagram-is-driving-fashion-business/articleshow/62771925.cms
- forbes.com/sites/andrewarnold/2017/12/22/4-ways-social-media-influences-millennials-purchasing-decisions/#3f58316f539f
- blog.hubspot.com/marketing/examples-of-influencer-marketing-campaigns
- theguardian.com/fashion/2017/jul/08/does-fashion-industry-need-vogue-in-instagram-age
- bigcommerce.com/blog/instagram-shopping/
Feature
SwimStar All Stars Partnership With Renowned Plus-size Model and Swimsuits For All Ambassador, Denise Bidot
Inclusive Swimwear Brand Collaborates with Prominent Plus-Size Model Denise Bidot to Empower Aspiring Models…
Swimsuits For All, a pioneer in inclusive swimwear, proudly introduces its inaugural SwimStar All Stars campaign in partnership with renowned plus-size model and Swimsuits For All ambassador, Denise Bidot. This collaboration marks a significant milestone, nearly a decade following Denise’s groundbreaking “Beach Body, Not Sorry” campaign with Swimsuits For All in 2015, which showcased unretouched imagery aimed at promoting unapologetic confidence.
Denise Bidot and Swimsuits For All have jointly unveiled the SwimStar All Stars nationwide search, dedicated to discovering emerging talent in the realm of swimsuit modeling. Encouraging aspiring models to share their personal narratives, the initiative aims to inspire women of all backgrounds, shapes, and sizes. Following a rigorous selection process, Brittany Wilborn, Camryn Henry, and Sharon Clawson emerged as the chosen winners. In January 2024, these models embarked on a transformative journey to Harbour Island, where they had the unparalleled opportunity to shoot alongside Denise under the expert direction of internationally acclaimed photographer and director, Ben Watts.
Reflecting on the initiative, Denise Bidot remarked, “This was a truly exceptional opportunity to celebrate the diversity of plus-size models and cultivate an atmosphere of support, empowerment, and knowledge sharing. The camaraderie on set was palpable, and I am deeply honored to impart the wisdom and insights I’ve garnered throughout my career. Opportunities like these are scarce for plus-size models in the industry, and it has been a privilege to collaborate with the exceptional team at Swimsuits for All to bring this campaign to fruition.”
The models showcased the latest swimwear offerings from the Swimsuits for All 2024 collection, featuring innovative designs tailored to meet the diverse needs of women, including:
Feel-good Fits: Addressing common concerns such as tummy bulges and fit issues, Swimsuits for All offers a range of fits designed to instill confidence and comfort in every body. Incorporating features like Power Mesh for a smooth, flattering silhouette, and adjustable straps for customizable support, the collection caters to various body types.
Bold Prints & Colors for Summer: The summer swimwear collection boasts vibrant colors and captivating prints, injecting excitement and personality into beach and poolside attire. From vivid neon hues to tropical motifs, the collection encourages self-expression and style experimentation.
Liquid Shine: Introducing Liquid Shine, a striking swim fabrication characterized by a glossy, liquid-like finish, adding an edgy allure to beachwear. Available in multiple silhouettes, including bikinis, Liquid Shine ensures you stand out with confidence.
Bikinis that Suit You Best: The Mix & Match Bikini collection offers a personalized approach to swimwear, allowing individuals to mix and match colors and silhouettes for a bespoke look tailored to their preferences.
Beyond showcasing inclusive swimwear designs, the SwimStar All Stars campaign embodies a celebration of women uplifting one another in an industry often marked by competitiveness. Throughout the week-long shoot, models engaged in one-on-one sessions with Denise, fostering meaningful dialogue about the evolving representation of plus-size bodies in swim and fashion.
Jordan Hauser, Senior Director of E-Commerce & Marketing, expressed, “This campaign transcends conventional notions of body positivity and representation in the swim and fashion industries. It is a testament to the power of storytelling and authenticity in reflecting the diverse experiences of our customer base. We are committed to fostering a movement where women find strength in unity, and we are thrilled to embark on this journey alongside Denise Bidot, one of the industry’s foremost advocates for inclusivity.”
The summer 2024 swimwear collection is now available. For further details about Swimsuits For All and the SwimStar All Stars campaign, please visit www.swimsuitsforall.com.
Fashion aficionados, mark your calendars because the highly anticipated launch of Grey by Jhoan Sebastian Grey is right around the corner, and it’s poised to redefine your wardrobe essentials!
Set to debut exclusively on HSN on February 22nd, this collection is the brainchild of none other than the Colombian-born maestro himself, Project Runway winner Jhoan Sebastian Grey.
Check out these sketches made EXCLUSIVELY for PLUS Model Magazine by Sebastian Grey!
Crafted with an unwavering dedication to construction and detail, Grey by Jhoan Sebastian Grey is a nine-piece ensemble that seamlessly blends everyday wearability with an avant-garde flair. From vibrant hues to elevated prints, each piece is a testament to Grey’s unique vision and creative prowess.
Drawing inspiration from Colombian basket weaving, the collection exudes a distinct cultural charm while offering a modern twist on timeless classics. Get ready to embrace bold colors and intricate patterns that celebrate the spirit of individuality and self-expression.
Price Range:
Affordability meets luxury with prices ranging from $64.95 for a printed mesh top to $199.95 for a pleated trench. Whether you’re looking to make a statement or elevate your everyday look, Grey by Jhoan Sebastian Grey has something for every fashion-forward individual.
Where to Watch:
Excitement is mounting as Jhoan Sebastian Grey himself graces our screens on multiple occasions:
- Thursday, February 22nd:> • Catch him on ‘Obsessed with Style with Nicole’ during the 10 a.m. hour.
- Tune in again for his appearance on ‘The List with Debbie D’ at 10 p.m.
- Sunday, February 25th:> • Join Sebastian for full hours of style inspiration from 11 a.m. to 12 p.m. and 9 to 10 p.m.
- Don’t miss his exclusive feature on ‘Shop the Runway’ at 7 p.m.
But wait, there’s more! Jhoan Sebastian Grey will be returning in March with a curated selection of new pieces, ensuring that your fashion journey continues with fresh, innovative designs.
Prepare to be captivated as Grey by Jhoan Sebastian Grey makes its grand debut on HSN, offering fashion enthusiasts a chance to embrace their individuality with style and sophistication. Don’t miss your opportunity to be a part of this fashion revolution!
Stay tuned for updates, exclusive behind-the-scenes content, and more as we countdown to the launch of Grey by Jhoan Sebastian Grey, exclusively on HSN, and a one-on-one interview with our editor and co-founder Madeline Jones.
SHOP HERE: fave.co/42LqYAB
EVERY show should be THIS INCLUSIVE! Adore Me Leads The Way During NYFW…
Adore Me kicked off NYFW with a Body Positive Show. On Friday night New York Fashion Week looked a little different. Adore Me, (the first intimate brand to bring inclusive sizing to all its categories ) debuted its new Fall/Winter 2023 collection with a body-positive and inclusive NYFW Runway Show.
The lingerie and costumes were seen on a diverse group of models including Iska Lawrence as she opened the show in spectacular style.
Check out the replay here: adoreme.com/live
Shop some of our favorite looks here!
Special savings for PLUS Readers at bandelettes.com! BOGO 40% Off – Buy one item, get 40% off the second. Use code PMM40 at checkout
We remember watching the models walk the Chromat NYFW runway wearing Bandelettes and feeling such immense pride.
The collaboration was absolutely elating for those of us in the seats that have met Julia Abasova and Rena Abramoff, the women behind Bandelettes. This month we are excited to share this exciting story about how two women from the same country immigrated to the US and met HERE and realized their dream. Today they are part of the conversation when it comes to loving ourselves unapologetically.
Get to know Rena and Julia…
PMM: Tell us a little about yourselves and how you met.
Rena: My family came here in 1996; we are refugees who came to the United States and started from scratch. I have a master’s degree but I started at the very bottom until I landed a position in my field. I was a controller at a well-known insurance company and when the opportunity came I decided to take a different approach to my career path.
Julia: Funny story… Rena and I went to the same University and lived in very close proximity to each other back in our country, same city but we never met. It was not until we came to the United States that a mutual friend introduced us and we became fast friends. I also have a financial Master’s degree as well and just like Rena started from scratch and took a job that was not exactly in my field but I climbed the ladder pretty quickly.
PMM: So let’s fast forward a bit… you’re fast friends and Rena you move ONE house away from Julia… how do we go from friendship to business partners?
Rena: So my place of business was about to close and I was offered other positions but I really felt like I wanted to own something for myself and so I brought up the subject to Julia. In the beginning, we thought about creating preserves and of course, there’s a funny story behind it!
Julia: I have scars! I have scars from Rena! LOL!
PMM: Please explain… LOL!
Julia: So Rena wanted to try this thing that they sold in our country. It’s like popcorn with caramel in lollipop form, so like a big round popcorn lollipop. Well, we set out to try it…
Rena: I’m not sure exactly how it happened but I was preparing the sugar for the caramel and the next thing I know the hot sugar was all over Julia’s legs.
Julia: So yes, we scratched that idea after Rena fixed my leg back from the burning incident. So back to how Bandelettes came to us… we decided to go for a walk one day and Rena asked me how many ideas I came up with because she had like 100 ideas in her head. So I simply told her that I was not sure how she would feel about this idea but I suffer from thigh chafing so I shy away from wearing skirts or dresses and when I do I would cut pantyhose and create something that would cover my thighs.
Rena: So after our walk, she showed me what she created and I thought it was a really good idea. We did our due diligence and made sure there was nothing else on the market that was similar and we moved forward. I thought it was a great idea because Julia and I are all about helping people and this was a business idea that was a career for us and would also help people. We realized this was not a size-specific issue we were addressing it was a people issue.
PMM: So from idea to conception… how long was the process?
Rena: During the development process, Julia was the ginny pig and wore the samples for days as we made edits.
Julia: I’m still the ginny pig actually lol! We also asked our friends and did research about launching the brand. One of the big revelations during this process was that people did not want to talk about thigh chaffing or admit that they suffer from it. Personally, I thought I was the only person in the world that suffered from thigh chafing because no one talked about it.
PMM: So the sexy lacy Bandelettes are HOT! Can we talk about the other options as well?
Julia: Yes, so in the beginning we just thought about the sexy lacy option only. We were looking for someone to try it and we were introduced to this very nice blogger who wore Bandelettes to a party. The feedback was so eye-opening, the person who wore them was on a date and she said she did not have to worry about taking off “biker shorts or shapewear” before getting into an intimate situation because the bands were so sexy and protected her thighs from chafing.
We also noticed after she posted that the people in the comments section were asking about options that were not lace and why there wasn’t a Unisex option. Again, we saw the need and decided to offer a Unisex option that was not lace. Now we also carry bikini panties as well!
PMM: You were featured at The MET at A Lexicon Of Fashion In America alongside Chromat. Can you tell us about this experience and what it means to you to be part of a community that is body positive?
Rena: We are very thankful to Chromat for collaborating with us during NYFW at her size-inclusive shows because it really put us front and center in the fashion world.
Julia: We were always thinking through a size-inclusive lens but did not realize there was an entire industry about it. We just naturally wanted to offer our brand to as many people as possible. So from the very beginning, we offered sizes up to 3X.
PMM: I feel like we were not really openly speaking about thigh chafing back then.
Julia: I like to think that Bandelettes helped to start and encourage the conversation around thigh chafing. Instead of keeping this secret, we are addressing a need and we want people to feel good as well. I believe we played a major role in helping people accept that some of us have this issue and are offering a solution.
PMM: Lastly, you are a small business, women-owned, your friends, how do you make it work?
Rena: Business-wise I would have to say that our degrees and our experience helped us, although we did not know anything about “fashion” we were able to build a business. I handle the design and financial aspects of Bandelettes and Julia is very much a people person.
Julia: We are complete opposites actually and I think that’s why it works. We also got very good advice from Rena’s husband in the very beginning. He told us to look at our partnership as a marriage, “You have to figure out how to be in a marriage together”! So sometimes we don’t see things the same but we have learned how to walk away and come back to resolve the situation.
Most importantly, we follow one rule, we BOTH have to agree on decisions before they are made.
PMM: This was such a great interview, thank you both for your time, the laughs, and all that you do for the plus-size community.
Special savings for PLUS Readers at bandelettes.com! BOGO 40% Off – Buy one item, get 40% off the second. Use code PMM40 at checkout
Follow Bandelettes on social media:
instagram.com/bandelettes
facebook.com/Bandelettes
Giving Tuesday is a day when we come together “globally” to support people and organizations that are helping to transform communities and lives.
But for our partner Lane Bryant, this sentiment is a part of their daily mantra as they encourage women to live #MyIncredible.
As the top plus-size brand, Lane Bryant continues to lead the way in how they support, encourage, and move the needle forward within the plus-size fashion industry and the community it serves.
As customers, we are being given the opportunity to join Lane Bryant and Dress for Success to help women reach their “incredible”.
Dress for Success is a global not-for-profit organization that empowers women to achieve economic independence by providing a network of support, professional attire, and the development tools to help women thrive in work and in life.
As a woman who started her career on a desk in her tiny NYC apartment, I know all too well how important it is to have both emotional and financial support.
As the editor of PLUS Model Magazine for over 16 years, I’m truly honored to be able to support Lane Bryant’s efforts this holiday season.
This month Lane Bryant is supporting Dress for Success through December 24th offering opportunities for customers to “round up” online or in-store. Every time we shop we are supporting our sisters who need help to reach their full potential.
If you are interested in finding your local affiliate chapter click here: dressforsuccess.org/
Visit: Lane Bryant [divider]PHOTO CREDITS[/divider]
Madeline Jones
IG @plusjones
Photography
LucasPictures
Clothing provided by Lane Bryant
Curvy Model Kimberly Dixon Inspires NEW Accessory Collection with Mabel & Main…
With a thriving modeling career and years of plus-size advocacy, Kimberly Dixon is now entering the accessories arena via Mabel & Main. The Kimberly D Collection offers earring sets, pendants, and anklets.
“When Mabel & Main reached out to me about collaborating on a jewelry collection, I was very excited because although I am a model and people would expect a fashion collab, I have a love for fine jewelry and accessories. As a plus size woman, I have struggled with finding anklets that fit me in the past, so with my collection, I knew I wanted to have anklet options that would fit a larger ankle.” – Kimberly Dixon
The collection was designed to be price-conscious, per Kimberly’s preference for offering a plus-size accessory collection that made fine jewelry accessible. Too often in the fashion and retail industries, plus size options have either been cheaply made with poor-quality materials or marked up to a premium over standard size options when offered in finer qualities.
Check out the entire collection here!
Photography, Davey King / IG @Daveyxking
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