Social Media and Magazine in Fashion Brands

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Question : Analyse How Influencers have Become an Important Part of Fashion Brand Communication. And Assess the Effect on Consumers.

 

 

Following the declining use of traditional media like magazine, fashion brands enthusiasts, especially the younger generation, are spending more time on digital media than on the magazines. Consequently, fashion brands are connecting with social media influencers, making them an important part of fashion brand marketing mix and brand communication. According to Guenther (2011) and Twenge(2018), fashion enthusiasts, especially the younger generation, spent more time on social media compared to magazines. Advances in science and technology have led to changes in people’s reading habits. First, because of social media’s accessibility, people can easily access the network using their smartphones anytime, anywhere, and get information on social platforms. Second, with the development of advanced internet infrastructure like 4G network, internet speed and coverage has greatly improved.

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Social Media and Magazine in Fashion Brands

Question : Analyse how influencers have become an Important part of fashion brand
communication. And assess the effect on consumer.

From the perspective of fashion brands, with the downfall of the traditional
magazine platform, people especially the younger generation are spending
more time on digital media than on the magazines. This attracts fashion
brands to connect with influencers, marketing investment shifting to them,
which is some of the reasons why influencers occupy a place for fashion
brand communication. According to Guenther(2011) and Twenge(2018),
people especially the younger generation spent increased time on social
media and spent significantly less time on magazines. Advances in science
and technology have led to changes in people's reading habits. Firstly,
because of social media’s accessibility, people can easily access the network
using their smartphones anytime, anywhere, and get information on social
platforms. Secondly, with the development of the internet, network speed is
quicker and coverage area is wider than in the past, unlike magazines’
subscription, which takes a month to wait, people can search and get the
latest and fastest consultations from the Internet. Thus, people are becoming
more accustomed to getting information from social media. Changes in
people’s behaviors and habits have led to the decline of the traditional
magazine advertising industry and the rise of social media advertising.
Magazine advertising fell 4.8% from 2002 to 2012 and fell 6.4% in 2017,
which presents a long-term downward trend and is predicted to continue in
the future, fashion advertising revenue was largely diverted to online media
and influencers (Guenther, 2011) and (Hays, 2018). Marketers noticed
changes in consumer behavioral habits, which prompted them to reform their
marketing strategies, brands moved their advertising away to online sources.
Influencers, as an active group on social media, because of its fast
dissemination and high coverage and accessibility features attract fashion
brands, fashion brand investment influencers and use them as platforms to
advertise to achieve maximum online exposure. Therefore, a large amount of
capital flows into the influencers, which makes them an important part of
brand communication.
From the perspective of the influencers, they standardize the themselves into
an industry in the process of developing their hobbies, a large number of
follower bases and investment participation in fashion brands are important
factors in their realization of this process. According to Speeding (2016),
during the initial development of the influencers, As amateurs, running blogs
as “dynamic digital resumes” can help them get more career opportunities in
the traditional fashion industry. People publish fashion-related content on
social platforms and Not seeking more attention or brand investment, but to
enrich their resumes in the online fashion industry. As Pedroni remarks:
“fashion blogs evolved from personal diaries kept by fashion lovers, into a
sophisticated marketing and economic tools”. When influencers publish well-
designed content, people with the same taste will start to pay attention to
them when the number of followers reaches a certain level. Because of the
decline of traditional propaganda methods, fashion brand marketers are
looking for business opportunities on social networking platforms. They look

for influencers of their brand image on social networking platforms to conduct
product launches and advertising investments, therefore, influencers can earn
revenue by publishing sponsored posts. Because of the injection of brand
funds and the increase in the number of followers, the influencers are
gradually shifting from a hobby to professionalism. In the process of
professional development, many influences have achieved remarkable
success. For example, with over 143 million followers, Kylie Kristen Jenner is
one of the most-followed people on Instagram. She is the youngest-ever self-
made billionaire(Natalie, 2019). Jeremy Paul comments it “She did this with
cosmetics, however it might have been something. It might have been
cupcakes, or sneakers or hair-ties,”. Her comments suggested that the key to
Kylie’s business success is not in the area where she launched her business,
not even in her product itself, but in her strong follower base. On this basis,
she can succeed in selling products in any field.
In conclusion, influencers’ business is not based on traditional marketing, but
on millions of social media audiences and cooperation with the brand, who
help the influencers to establish and spread personal image.
Consumers' consumption decisions are affected by the follow-up and trust of
influencers who have similar and target tastes, mainly because they can
obtain more diverse information and emotional interactions among
influencers. According to the Cambridge Dictionary, a consumer is a person
who purchases goods for their use. As in the fashion industry, consumers
purchase fashion products such as clothing, jewelry, etc. Everyone could be a
potential consumer, especially those people who are exposed to all the latest
trend posted by influencers on social media. People would follow influencers
with similar and target fashion tastes to theirs. Jiménez-Castillo and Sánchez-
Fernández(2019)’s study has shown that the influence of the influencers in
the survey participants is significant. Consumers believe that the influencers'
opinions are effective because they trust the influencers, thus generating trust
in the brand products and affecting their consumption decisions. The main
reasons why consumers follow and trust influencers can be divided into the
following two points. Social Media and Magazine in Fashion Brands.
Firstly, influencers’ advertising can provide more opinions to consumers.
According to Jeong, Cho and Hwang's research (2012), consumers have
significantly increased their ability to critically media information. This means
consumers are more skeptical about media advertising, they do not make
purchasing decisions because of one's recommendations. The magazine is a
statement of a school, there may be biases in opinion, but there are many
influencers on the Internet, so people can read the opinions of many parties to
make their judgments. Also, influencers use to vlog, video, and pictures, live
shows to test and evaluate products, which can provide a more specific test
report to improve the credibility of the advertising. Secondly, the effect of
influencers is more authentic and helps to cultivate consumer loyalty.
Nouri(2018) and Janssen and Verspaget’s (2019) research show that
influencers can create the illusion of one-on-one friendship through personal
interaction with consumers, the designed personal relationships are longer
and stronger. Compared with influencers, traditional propaganda methods
lack communication with subscribers. For example, people can't communicate
with magazine authors in real-time, and they can't see other readers' opinions. Social Media and Magazine in Fashion Brands.

The influencers publish their life status in real-time through the social platform
and attach great importance to the opinions of the followers, which can
establish a "real" emotional bond through visual and communication.
Comment interactions and like and dislike option buttons let the followers feel
valued, sense of participation and realistic, Because of the real emotional
input, consumers are willing to maintain long-term follow-up with the
influencers and pay for the products they recommend……. Social Media and Magazine in Fashion Brands…….

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