When we think of social media and fashion, we think of Facebook, Twitter, Instagram, blogs and many more. Try googling social media and this comes up: websites and applications that enable users to create and share content or to participate in social networking.

Social media has been a boon in many ways to the industry which we mostly going towards nowadays that is of fashion, which helps it grow and bring to the frontline many new and interesting designers and trends from around the world.

Almost everybody in the region has a mobile phone, more than half have internet access on their phones and almost all of them have a social media account. Word of mouth is still one of the most effective methods of advertising, the one that is most trusted among normal folk. Since people are talking on social media, it is no surprise that brands want to hack into this platform to push their goods and services.

From prompt feedback to customer queries and shameless plugs on Twitter to marketing messages sent via SMS, brands are taking many different approaches where “mobile” is concerned. Customer engagement is high on the agenda and many companies understand that a “like” on Facebook is not enough. An increasingly popular option is to appoint brand ambassadors, either famous people to push a product or service via their social media accounts or avid fans who help spread the message among their peers.

Brndstr, a Dubai-based company is taking this approach. Its software helps connect brands with their fans who are rewarded for their retweets and brand hashtags. In a recent funding round, Brndstr raised $1.6m.

“Finding the true ambassadors among a brand’s existing fan base and incentivising them to market the brand on its behalf has a greater impact than traditional marketing,” said Simon Hudson, chief executive of Brndstr. “A person hearing of a new offer through traditional magazine and online ads as opposed to via a friend has a larger impact. In addition social networks are allowing people to now ‘mute’ brands and ads so this route definitely has its advantages. Crowd Marketing is what I believe brands and companies will move towards over the next few years.”

The question is, how important is social media in this new technology driven world today?

Some may say it is very important as they would like to be the first to know or share information or incidents, but for some, it is just another channel for them to attain first-hand information or keep themselves updated on the situations around them.

Sharing information or incidents that are deemed beneficial may be welcomed but it also may be viewed differently by others. However, sharing too much is definitely detrimental, especially personal information. There should always be a limit to what is shared on social media as a form of protection of the sharer, friends and family as there have been many cases of people taking advantage of this and abusing it.

For businesses, social media is considered the new media and is the fastest way of conveying their messages to everyone at large. But in situations where these messages are not handled in a proper manner, it may be unfavourable to the company and its brand.

The promise of a reward is likely to entice fans to help peddle a product or brand. But relying too much on social media and consumer feedback can have a negative impact on brands. Facebook and Twitter have become the go-to destinations for public negative feedback, something that brands can only react to. Recently, it emerged that some customers have been threatening hotels and restaurants with bad reviews on TripAdvisor to secure freebies. Social media can be a troubling platform.

There are advantages and disadvantages with social media and it is at the mercy of how the person using this channel conveys his messages and how the receiver accepts it at the other end. It is a very subjective topic and everyone has their own take on this. Let’s respect everyone’s opinions and maybe the

Nowadays, more people are now opting for cheaper clothes than that of which they look stylish and look well in photographs, but are not necessarily durable and can be discarded after a couple of wears. This in turn creates pressure to manufacture to make the clothes at lesser and affordable prices, using materials that are cheaper and not necessarily environment-friendly, dramatically increasing the carbon footprint of the industry. The industry is totally witnessing the impact of this tremendous growth of fast fashion growth in the increasing form of pollution which is mainly caused by the manufacturers. As per the current ecosystem which cannot be even sustain the recycling of clothing at these volumes and steps need to be taken to improve peoples’ attitude towards the use and recycling of clothing and to also not to throw the clothes and waste it. As nowadays many of the brands are taking steps to reduce the impact of synthetics on the ecosystem environment.

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An ardent bibliophile with a keen eye for details, yours truly is a writer, naturalist, and artist. The interests range from technology to fashion. The theme of FART aptly describes the passion for the process of a self-actualization. Presently trying to align with the poetic geniuses and their legacy. (If ever be able to decipher their meaning).

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