Let’s talk about two social media fashion successes~ Fashion Nova and Asos. Just mentioning the top social media channels, combined they have over 1.1 million Twitter followers, 9 million Facebook followers, and 28.4 million Instagram followers. These two online fashion apparel companies have a massive social media presence and have gained much success from their social media marketing campaign. Although Fashion Nova has 5 brick and mortar stores scattered across Southern California, its global popularity can be attributed to its strong social media presence, that has connected the clothing brand to consumers all over the world. This massive presence is contributed to not only to consumer engagement, but to celebrity and social media influences. Fashion Nova is known for their eye-catching fashions and low price point. Despite its low price point, Fashion Nova is still endorsed and promoted by major superstars such as Klyie Jenner, Khole Kardashian and Blac Chyna. A brand having a celebrity to endorse and promote their product is a huge win for the brand and company…when it comes to fashion, consumers admire celebrities and often want to imitate their style ~ they also trust their judgement…. So, it goes without saying that celebrity influencers play a major part in the level of social media presence a brand carrier!
Asos, is also a popular in the online fashion world. This London eCommerce company, was launched in 2000 and gained major social media success, not from celebrity endorsement but from their combining technology, cutting-edge designs and content. There is more than one way to get notice!
Recognizing that they had very little mobile traffic, and knew it would be a great way to communicate with customers, Asos, may a leap and launched their mobile app in 2010. This major change into their social media marketing plan, grew their social media followers and made them the beating heart of social fashion!
MANAGING THREATS & CUSTOMER COMPLAINTS
During the recent crisis with the Covid-19 pandemic, Fashion Nova, did a complete NO-NO in the marketing world, with their latest marketing move. They made a huge mistake by using this pandemic for capital gain. A text message went out to their subscribers that read “When That Stimulus Deposit Hits, Save up to 80% OFF STATEWIDE” . This did not go over well with their Twitter followers ~ they were very unhappy and felt Fashion Nova was insensitive. Tweets in response to the text message went out with remarks that their checks were earmarked for essentials.
In response to this negative feedback, Fashion Nova is engaging in a give-back campaign through Fashion Nova Cares with Cardi B initiative, the company is donating $1 million, with $1,000 to be given away each hour to an individual struggling to pay for essentials such as rent, food and medicine.
Asos, have not had a social media fashion blunder, such as Fashion Nova, but doing business completely online comes with inherent threats, with fraudsters attempting to steal information. Due to the multiple attacks on their website and mobile app, Asos, has up the ante and spend millions each year on enhancing their defenses.
There is no doubt or argument, that having a successful social media marketing campaign contributes to the growth and success of brand – there are several different approaches a company can take to gain this success – this depends on YOU!
A Change Is Needed!!! 