Urban Vogue: The High Fashion Brands Revolution

Regina Tsvyrava – Chief Operating Officer

29.11.23

6 min

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6 min read

Nowadays, social media platforms wield significant influence over brands, and even Instagram content creators are embracing the trend. While the influence on the beauty industry is obvious, fashion brands are catching up. The algorithm's distinctive feature is that you do not have to rely on the biggest influencers for fashion recommendations.

However, the bias toward particular body types, which frequently favors slender and white people, underscores the need for corporations and social media platforms to reassess their approach to size inclusion. Despite recent controversies, it continues to dominate the majority of the market share and is posing a significant challenge to Instagram in terms of sponsorship and advertisement. Luxury and high-street fashion brands are recognizing the potential to effectively promote items, enhance engagement, improve sentiment, and capture the attention of younger consumers and beyond.

Unveiling the Style Stories of Small Fashion Brands
Navigating the World of High-End Fashion
Exploring the Footwear Fashion Brands
The Global Fashion Brands
Fashion With Integrity: Ethical Styles for a Better World
Brands That Are Not Doing So Well
FAQ

Unveiling the Style Stories of Small Fashion Brands

Success is reserved for more than just the major players; smaller entities can also seize significant opportunities when they navigate the websites effectively

1. JAZZY GARMS

This boutique clothing label has embraced its key selling proposition – attention-grabbing fashion. Displaying their vibrant apparel on their websites has generated buzz, sparked conversations, and ultimately driven purchases. The strength of this business lies in its distinct, Unique Selling Proposition, which prominently features on its platforms. Given the visually striking nature of their products, they have crafted visually stunning content to showcase them in all their colorful glory. They have gleaned insights from their analytics, identified content that resonates well, and strategically leveraged this knowledge to their advantage.

2. SNAG TIGHTS

This tights brand is making significant strides in the sphere by promoting its items as both beautiful and comfortable. Their content reflects this dual focus, showcasing both their stunning designs and the comfort they offer.

3. POSTER GIRL

While Poster Girl may not have been widely recognized before gaining fame, its most viral dresses were initially seen on Kylie Jenner. Regular appearances of the brand on Jenner's Instagram likely contributed to the creation of the Kylie Set, now available on the site. The renowned Poster Girl dress is celebrated for its unique appearance before being worn. The dress material gives the impression of being small enough to fit a doll, but once worn, it beautifully conforms to the body.

4. ARITIZIA

Despite being established in 1984, Aritzia recently gained social media prominence, particularly for its Wilfred Melina Pants. These pants, embracing the leather trend, have become a coveted item of the season, with videos inspiring many to indulge in these iconic trousers despite their higher price tag of $148. It not only promoted Aritzia's viral leather pants, but it also added new elements to the brand's product line advertisement.

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Navigating the World of High-End Fashion

This concise exploration delves into the abundant and ever-evolving landscape of luxury style, offering insights into prestigious brands, iconic designers, and the artistry that defines haute couture. From runway spectacles to trendsetting creations, this short yet comprehensive overview provides a glimpse into the captivating world where fashion meets sophistication.

1. GUCCI

Gucci commands attention with its maximalist approach. The brand's over-the-top profile aesthetic and unconventional ideas have significantly impacted the world. From snippets of catwalk moments and premium visuals to spontaneous humor and content advertisement, Gucci has earned 3 million followers.

2. CALVIN KLEIN

In the past year, designer label Calvin Klein executed a successful #MyCalvins campaign featuring viral influencers such as Shawn Mendes, Noah Centineo, Kendall Jenner, and A$AP Rocky as part of a digital-first strategy. The Spring campaign, encompassing both clothing and underwear, embraced a 'coming-of-age' theme and swiftly became Calvin Klein's most viewed digital advertisement campaign within 24 hours of launch, surpassing the engagement of its 2015 campaign with Justin Bieber. The firm also regularly hosts 'In Bed with' video interviews on its page. In a recent initiative, Calvin Klein launched the LGBTQ Pride #ProudInMyCalvins campaign, featuring advice to their younger selves from influencers such as Chella Man, Tommy Dorfman, Gia Woods, Reece King, Ama Elsesser, MaryV, Jari Jones, Pabllo Vittar, and Mina Gerges via video, garnering 16K views to date.

3. DIOR

Employing its renowned aesthetic and motivational advertisement. The company posts unique advertisements, celebrity partnerships, and sneak peeks at upcoming collections on the platform. Notably, during the pandemic, the French fashion house boldly live-streamed its SS21 fashion show, which has since contributed to increased engagement on the forum.

Exploring the Footwear Fashion Brands

These brands have made significant strides in the world. It's worth keeping a close watch on their activities.

1. CONVERSE

The Converse channel is a hub of enjoyment, emphasizing humor, edginess, and unapologetic authenticity. Instead of merely highlighting the positive aspects of Converse, they embrace and playfully showcase its imperfections. Converse actively listens to its audience, a key factor in its popularity. From amusing videos illustrating the challenges of putting on their products (balanced with the positive outcome) to directly addressing audience queries, Converse actively participates in the comment section, using it as a platform to gather insights for product improvement.

2. CROCS

Crocs utilized the platform effectively by featuring viral rapper Post Malone and incorporating his lyrics. They encouraged users to customize their Crocs, aligning with the 'Come As You Are' slogan. The campaign, generating over 2.5 billion views, catapulted Crocs to over 100,000 followers within a week. The CMO attributes a significant part of the brand's 20% year-on-year growth to its strategy. Even after the official challenge concluded, fans continued to create memes, sustaining the brands' presence.

3. UGG

Entering the scene in April 2021, UGG, the original unisex sheepskin boot brand, creates dynamic and entertaining content to captivate its audience. Understanding and setting trends, UGG encourages creators, celebrities, and models to affirm, "Cool people wear UGGs," fostering a trend that users enthusiastically embrace. By collaborating with influencers and encouraging them to advertise these trends, UGG stays relevant and spearheads the viral platform, establishing a strong presence.

4. VANS

Originating from skateboarding, Vans showcases professional and snowboarder skills, staying true to their roots. Collaborating with top and viral sports influencers on the platform, Vans actively engages with hardcore sports enthusiasts, expanding its fans and enhancing awareness. This strategy feeds into the brand's overall identity, fostering engagement, advertisement, and connection with diverse follower segments.

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The Global Fashion Brands

Witness the fusion of style and social media in this exciting era of global fashion branding.

1. ZARA

Upon exploring Zara's content, you encounter polished ensembles and effortlessly cool vibes. They have successfully cultivated a distinct aesthetic that resonates well. Featuring snippets of fashion collections, styling inspiration, and contemporary visuals, their profile is akin to a treasure trove waiting to be discovered. This international fashion giant demonstrates a keen understanding of trends, producing nostalgic content that particularly appeals to their millennial target audience. Noteworthy elements include digital art and, notably, ASMR videos, where Zara has not merely replicated ideas but has uniquely integrated them to evoke a fresh ambiance aligned with their products. With a substantial 7.2 million followers, their strategy is evidently effective.

2. AMAZON FASHION

Leveraging its diverse fashion offerings, Amazon has showcased its wide array of choices. Their profile is replete with viral content, hauls, and genuine individuals showcasing outfits. Each video is thoughtfully labeled, ensuring that the content's essence is easily grasped even before viewing.

3. THE NORTH FACE

Although winter has concluded, The North Face had a successful season with ubiquitous videos featuring individuals adorned in puffer jackets. The popularity can be attributed to the exceptional quality of the Aritzia Super Puff, which seamlessly combines warmth, functionality, and style.

Fashion With Integrity: Ethical Styles for a Better World

1. SEZANE

Sezane is making strides in the ethical realm of fashion with its current collections featuring eco-friendly materials, and its channel is flourishing as a result. Embracing the concept of "giving back" in much of their content, Sezane provides a blend of style advice and ideas. The company showcases real people in authentic settings, engaging with individuals on the streets and even surprising lucky individuals with gifts. These videos exude authenticity and carry a positive vibe.

2. CHNGE

Positioning itself as a "responsible design company," Chnge takes an intriguing approach by not primarily showcasing its designs. Instead, the business uses a political channel to communicate its initiatives and beliefs, establishing itself as a severe advocate for change. While Chnge doesn't share style tips directly on its profile, the brand effectively utilizes influencer advertisement. Through influencer-led campaigns featuring designs and clothing from the company, Chnge capitalizes on the authenticity of organic content from influencers, recognizing that such content often resonates more strongly with users, particularly the younger demographic. This combination of political narratives and influencer-led strategies outside their profile is a savvy move.

3. LUCY AND YAK

The vibrant brands of Lucy and Yak offer just a glimpse of their ethical commitment, promising fair treatment for everyone associated with their company. Recognizing the power of viral sounds in driving viewership and enhancing awareness, they have incorporated top audio into their content, ensuring a seamless alignment with their identity. The strategic use of sounds is crucial, and Lucy and Yak have adeptly made them their own digital channels.

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Brands That Are Not Doing So Well

While some brands do very well on TikTok, others have strayed from the path.

1. ACCESSORIZE

When it comes to this particular brand on TikTok, the key descriptor is inconsistency. More than merely posting on TikTok and hoping for virality is required. The critical factor is a consistent stream of valuable content, fostering relationships with the audience and cultivating a stronger following.

2. ADANOLA

While it might be an exaggeration to claim that this brand is outright struggling, we highlight it as a cautionary example for other brands. TikTok users are increasingly prioritizing quality in both content and products. It is crucial not only to deliver compelling content but also to ensure the excellence of the products themselves. Failure to do so may lead to a loss of influence, as seen in the case of Adanola.

FAQ

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