I am a big fan of fashion magazines. I really like all the photo shoots and even the overload of print campaigns inside but as an interactive communications student I can’t help but notice that the fashion industry doesn’t use social media to its full extend.
I come across a lot of social media and integrated advertising every day. Not a lot of it is related to fashion though. Why is this? Is it maybe because high end fashion doesn’t want to throw off its veil of mystery? Or is it because most of the brands don’t know how to use it?
Advertising has become more social. People do not get influenced that easily by flashy commercials, not anymore! No, people get influenced by other people. Two companies have already realized it in the past year and embraced the more human, social (media) approach.
On foursquare you can find travel tips from the designer. In a lot of cities he marks his favorite restaurants, bars, shops, … So you can visit the places where the master-designer has been.
Burberry teamed up with famous street style photographer Scott Schuman (The Sartorialist) to map the way people wear their famous trench coat. A real social approach! As a visitor of their ‘Art of the Trench’ website you’ll certainly get inspired by all those beautiful pictures. And if you get green of envy by looking at all these beautiful outfits, you can always order your own coat by clicking on ‘buy a trench’ at the bottom of the page.
My opinion on this is quite clear, social is the future. But what do you think about the online social movement? Do or don’t? And if you have more examples, please share!