5 ways to remain relevant on social media in the fashion/beauty industry

  ODD MOLLY SS2011 NEW YORK 09/15/2010

As a fashion/beauty professional, you are uniquely positioned to be able to pull from a wide variety of sources to ensure that you remain on trend. The fashion beauty is one that will always be relevant because it is always changing and evolving to meet society’s needs. The question here is: How do you remain relevant in social media during all of these changes?

  1. Keep up with your resources.

    You probably already follow tons of magazines and blogs relevant to your trade. If you aren’t, you definitely should be. Use these resources to your advantage. Dedicate a day to posting an inspiration from your favorite magazine or blog on a regular basis. If there was a makeup look, outfit, or tip in Nylon magazine, for example that caught your eye or fit your aesthetic, it may be a good idea to shout them out. This lets your client base know that you keep up with current trends.

  1. Recreate a look.

    Going back to that look in Nylon magazine, take it a step further. Why not try to duplicate it. If you are a clothing boutique with similar piece, try to recreate the look. When you do that, be sure to include key hashtags. See below for example:

This is a look from the Spring 2015 Ralph Lauren Runway show.

Figure 1: Getty Images

This is a duplicated look from things the average consumer can find in their local boutique.

Figure 2: Created by Purely Social media via Polyvore

A social media post may include Figure 1 in one post, discussing points about the image that your customers may find interesting and how monochromatic looks may be in style. This post could include hashtags like: #SS15 #NYFW #monochromatic #springfashion #spring2015 and things of that nature. Figure 2 would come shortly after (at peak times) with a fun caption like “buy the look from us” with a staff member wearing a similar look using items from your store. As a result, you are making your business relevant by placing yourself at the top of customer’s minds with current fashion events.

This trick can be done with any of the businesses that fall within the fashion and beauty umbrella. We’ve even had one of our clients create nail looks to match fashion trends from Fashion Week. An army green ombre nail would go great with this look!

  1. Capitalize on Award Season and Fashion weeks.

    During award season and fashion week, regardless of your geographical location, timelines are filled with fashion week looks and award show and after show looks. This is the perfect opportunity to hashtag stalk observe and steal bandwagon to showcase your business. Whether you sell clothing, style hair, or specialize in nails, you can make these peak times relevant to you. The legwork is already done for you in making the hashtag relevant, now you just have to find a way to customize it to your business. A makeup artist, for example, may want to pay key attention to Red Carpet makeup trends or Award show looks that can be done at home. Women are always looking for key ways to look great quickly and low cost. One idea is to take a high quality look and show women step-by-step how to do it at home with an Instagram 15 second video. Another option is to just do a side-by-side with a popular look from an event and your rendition of that look. This way you can display your skill set and draw in business.

  1. Do research on seasonal trends.

    This is especially true if you live in an area where there is more than 1 season. Keep in mind that fashion weeks usually occur before the respective season does, so you’ll have plenty of time to pull research. Once you have your research put together, you can use your posts to remind your client base of what the trends to watch were. Trends in fashion and beauty are relevant all year round. If you are able to use your business as the go-to for women who are interested in keeping up with the trends, you’re sure to generate quite a bit of traffic for yourself. If you’re a nail salon, why not show your followers which colors are currently trending for spring. If you’re a shoe store, show your customers what shoes they need. Today’s society is easily influenced by social media platforms and often look to social media platforms for advice on what to wear, how to execute a makeup look, or what nail color to get next. You can easily position yourself as a resource on upcoming trends by just doing your own research, which you’re probably already doing anyway.

  1. Pay attention to fashion and beauty trending pop culture.

    What shows are popular right now? What celebrities are current fashion icons and how can you capitalize on that? Like it or not, Kim Kardashian has been a fashion icon for several years and she has found a way to make her look relevant consistently throughout. What can you pull from that and give to your client base? If you can tell your client base how to look like someone they admire, you can gain a competitive advantage on social media against your direct competitors.

Basically, the way you stay on trend is by telling your client base what they want to know, sometimes, even before they know that they want to know it. Keep an eye on what’s happening in your industry and find ways to make it relevant to your client base. Understand who your target market is and give them news that’s relevant to them. If you’re targeting teenagers, they may be interested in more casual fashion and beauty, whereas women in their 20s may be more interested in date night looks, work looks, and things of that nature. New moms may want to know how to look good for a night out somewhere between setting the baby down for a nap. You need to anticipate your client’s needs and provide them with the content they crave. That’s how you stay on trend on a consistent basis. Questions? Need help? Feel free to comment below, send us an email, or tweet @ us!

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