Chances are if you’re “in the know” with fashion brands, technology, and have one other type of social media account other than Facebook, you probably have a Twitter account. In 140 characters (or less), Twitter is the voice of not only fashion brands but fans alike. It gives fashion brands the chance to interact with their loyal fans in a conversational, behind the scenes way, which may or may not include special deals every now and then for their followers. Think of Twitter as a bridge between you and a fashion brand, it does exactly what it says it will do: connect people together.
So how do fashion brands really create and maintain a conversation with their followers that doesn’t come off as pushing their products? The balance between building brand awareness and maintaining a relatively intimate relationship with their followers is a delicate one. One major Twitter account that seems to have this balance done right is Oscar de la Renta’s @OscarPRGirl. The brand created its Twitter page in the summer of 2010. Oscar de la Renta is thought of as an older brand for older women. Through the use of various social media platforms, especially Twitter, the brand has changed its fans perception. This is all thanks to Erika Bearman, the voice behind @OscarPRGirl. Bearman has (after many years) discovered that on Twitter, fans care more about that exclusive behind-the-scenes access in regards to the brand rather than what the newest product is. It’s much more exciting to see what it’s like to work for a fashion luxury brand especially when there are pictures involved; it definitely gives off a more down to earth approach.
While @OscarPRGirl does offer fans a look at what it is like to work for a fashion luxury brand, she also has many followers who are fashion insiders. That seems to solidify the idea of “connection,” something that Twitter really markets about itself. For Oscar de la Renta, having these style insiders gives the brand a chance to build and create relationships with people in the industry. It’s a great way for the brand to connect with many different audiences at the same time without coming off as an older, unapproachable brand.
The brand Donna Karan New York also has the same approach to Twitter. Under the Twitter handle @dkny, she offers a behind-the-scenes look at DKNY, as well as the quirky adventures a PR encounters. Much like @OscarPRGirl, the voice behind @dkny gives its followers a much more approachable look within the fashion world. Brand fans love the idea of seeing what it’s like to work for a company like DKNY, understanding that even people in the fashion industry have moments of “crisis” that can be shown in a witty, comedic tweet.
Twitter gives fashion brands the chance to bring brand awareness into the twitterverse. By using a platform that creates two-way communication, brand followers know they are not just following a Twitter bot, instead there’s an actual person who wants to share their adventures in the fashion industry.
Via cbsnews, highsocialfashion
