Social Media In The Clothing Industry

Social media in the clothing industry is extremely robust.  Between Twitter and Facebook, they let you know when their new lines are coming out, what event’s their hosting or attending, who else they like, some even have Blogs which help convert their brand from a simple clothing company into a Lifestyle brand.  They link their Twitter and Facebook to help reach people on all platforms.  Not everyone utilizes Twitter and believe it or not, not everyone utilizes Facebook.  However, in an industry based on the streamline and being the first in the know, many Streetwear enthusiasts are always on the cutting edge. 

If you take a look at Mishka NYC they are able to make a simple, I am using simple loosely here, clothing company into a major name in Streetwear and amongst ‘hipsters.’  They have a blog, twitter, facebook group, as well as a ‘person’ on facebook.  Utilizing all of these materials they are able to have uniformity throughout their brand.  There is a certain way they talk, promote their media, and portray their brand.  They have even gone so far as to begin their own record label to promote bands, which tie in to their brand.  They also work with other clothing brands and artists, which share the same beliefs and values.  Mishka also targets the cyclists.  Being based in NYC they have started a line specifically for those who commute or ride bicycles for fun. They call it D.A.R.T.  They also release mixtapes featuring well-known DJ’s and artists.  They take their brand from something you simply wear into something you live on a daily basis.  That is how they are so successful and in this recession were able to continue to power forward and expand from one brick and mortar store into three: NYC, LA, and Japan.

Now, using all this social media, how can you measure whether or not it is effective and even how effective it is.  One way is to email a survey when someone purchases something online, figure out how they heard about your brand.  Another way is to simply see how many people will ‘attend’ your events by a facebook invitation.  I know I always respond to Mishka’s event invitations, personally.  Host an event and announce it solely on Twitter.  You can see how many people will show up or even respond to it.  Make it so they need a password and if they respond you will PST it. Have exclusive sales available only to twitter users, another page out of Mishka’s book.  They hold exclusive sales in which only twitter users receive the code to use on their checkout.  Something as simply as measuring hits on your website when you have a new social marketing campaign.