I hadn’t realised the true extent to which well known fashion brands and successful online retailers are utilising social media and experimenting with the way their products and brands are portrayed online.
Topshop’s page dedicated to videos and podcasts shows new collections and interviews, regularly updated and added through their YouTube page.
ASOS’s blog is constantly updated with the latest fashion gossip and glossy editorial photos.
Furthermore, even the way products are viewed on the websites is constantly evolving. Most products on ASOS can now be magnified, rotated and viewed on a model as she walks down a catwalk.
It is clear that when it comes to online shopping, a small low quality photo of a product isn’t acceptable anymore. Online fashion successes ASOS and Net-a-Porter show us that it’s all about being highly interactive.
Potential clients now have the ability and freedom to learn about every aspect of the product and view it at every possible angle before they buy. Overall, ensuring a more satisfied customer and enhanced shopping experience.
The one criticism of online shopping has always been that it could never beat the real thing. However, online retailers are now making it even more possible to do everything you can in store without the crowded shops, irritating assistants and lack of stock.
These are ideas and innovations that are only going to become more widespread as brands and companies realise the importance of having an online presence and building relationships with potential customers. This is further emphasised by the huge network of dedicated fashion bloggers which should – and probably already have been – contacted by brands hoping to widen their scope and visibility online.
Although many retailers are using such tools and methods it surprises me that many still do not have online shops or only have a small and pathetic selection of items. It is retailers like these that really need to wake up to this great potential before they’re left in the shadow of others…
Tags: Fashion, retail, social media
February 17, 2009 at 11:17 am
Great post Becca! I too have been impressed how quickly retailers and fashion brands are catching onto the importance of social media.
I didn’t use to use ASOS, but now they’ve incorporated the catwalk tool (to be fair more digital than social media) I find it much more user-friendly.
Topshop’s videos and podcasts are also really interesting because of the big names they collaborate with.
February 18, 2009 at 8:36 pm
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