Topshop in social media

Facebook and Twitter have a big influence in the social media campaigns for fashion brands. In 2012, Topshop collaborate with Facebook to gain the largest online customers of a live London fashion show. Over 200 million audiences watched the content and images from Topshop runway show. Therefore, the influence was clear, as the consumers were able to know immediately what garments they could buy and see directly on the runway show. It was an efficient and time-saving way to promote and sale the new products for Topshop. For example, the first dress on the runway show had already sold out before the end of their show. From this case, the big influence and power of social media could be study and use in the fashion industry. (BANSAL, 2015, p.3924)

Instagram is an efficient tool to connect with customers for a fashion brand. Nowadays 5 million images are posted on Instagram in one-day basis. It is easy to have minimal conversation. Moreover, pictures on Instagram have a longer time than other social media network. YouTube has a better benefit than Instagram in visuals. There are 52% people prefer to watch a video about a product and decide to buy. A 74% increase of buying garments when consumers see the video on YouTube. (WALLY, 2014, p.5)

Therefore, there are more various ways like video not only just images appeared in social media network. Customers could share words, pictures, and video on Facebook and Instagram.  

Reference:

BANSAL, E. (2015) A Literature Review: Impact of Social Media on Customer Behaviour in Apparel Industry, International Journal of Scientific Research and Education, vol. 3, issue 7, July.

WALLY, E. and KOSHY, S. (2014) The use of Instagram as a marketing tool by Emirati female entrepreneurs: an exploratory study, 29^th International Business Research Conference, Australia: World Business Institute Australia.

Posted by Ziyan Zhao