Conclusion

Conclusion

Image 1. Social Media (Simply Social, 2016)

The project topic is researching how the different fashion brands use social medias to promote their brand and products. There are three different type of fashion brands. They are Louis Vuitton which is a kind of luxury brand; Topshop is present for the high street brand; H&M is fast fashion brand. All of these fashion brands have their account on the various social media platforms. 

H&M is a kind of fast fashion brand. The characteristic of H&M's social media management is activity and have lots of fans. In order to target Chinese market, H&M also have account on Weibo and Youku. H&M’s digital identity was built by social media is same with the brand identity. The other strategy of H&M marketing is that fans culture is important on the social media information, such as on Google+. 

Topshop is present for the high street fashion brand. There are two points of Topshop's social media management for promotion. First is that interaction between company and consumers. For example, the "#topshopstyle" on Twitter and "haul" videos on Youtube is encouraging consumers to share their brought Topshop products. Secondly, hot topic is the main content in the Topshop's social media information, such as London Fashion Week. 

Louis Vuitton is luxury fashion brand. The social media function method and content is special compared to other fashion brands. The strategy of Louis Vuitton internet advertising strategy is providing digital experience, customers can get internal accessed to get more information of brand event on Youtube. The content of internet advertising is advanced and "wide open", such as game characters as the models. However, there also have the challenge for luxury brand to use social media in promotion. 

Reference:

Simply Social. (2016) “Turn social media into a group activity.” Available at: http://www.gosimplysocial.com/ [accessed 8^th March 2016]

Posted by Yucui Zhang

# Topshopstyle

# Topshopstyle

Image 1. # Topshopstyle

The image 1 is from Topshop official website which accessed on 6^th, March. Customer can type “#Topshopstyle” in Twitter and Instagram, then the communication between different users can be updated about this topic. “#” like a square in digital social network, which provide a public space to talk in one topic.

Image 2. Difference Between Social Networks (Social Media Marketing, 2016)

There are many different platforms to contribute person’s digital identity. For example, Facebook, Twitter and Instagram. They have different mission and shape for digital activities (Baym, 2015). People’s activities in Twitter mostly are joining the public social network. So “#” used is popular in Twitter. If Twitter users update the information with “#”, it means they have joined one public topic. The news and update information will be showed on the users drivers. And the users’ fans also will see these information. So “#” in Twitter not just attract people to talk hot topic, users also is an important comportment to inspire these information.

“#Topshopstyle” is a new interaction between Topshop company and customers. Customers who brought Topshop products and want to share on the social media and appear on the Topshop website can upload one picture wore Topshop product, the information will automatic add “#Topshopstyle”. It is efficient for fashion brand to promote new products as the fashion item awareness is the most important buying motivation in the fashion industry. The Topshop promotion content both include the brand name and fashion products.

Reference:

Topshop (2016) Topshop. Available at: http://www.topshop.com/ [ accessed 7^th March 2016]

Baym, N. (2015) ‘New relationships, new selves?’ from Personal Connections in a Digital Age. Cambridge, Polity, pp. 112-141.

Social Media Marketing. (2016) “ Social Media Humor- The difference between the various social networks” Available at: http://dzeyznfiverr.blogspot.co.uk/2013/12/social-media-humor-difference-between.html [ accessed 7^th March 2016]

Posted by Yucui Zhang