Today having a strong social media presence as well as a visually appealing website is essential for a successful business. However, many designers are still struggling to effectively deliver their brand’s message across social media platforms and this article serves as the guide to content creation in the world of fashion.
Struggles every fashion designer or fashion brand face
Having worked both with local and internantional designers I understood that the struggles everyone is facing are quite similar. Some are overwhelmed with the numerous hashtags and have no idea which ones to use. Many freak out from the variety of all the third party apps to improve content or schedule posts. Others simply do not have enough time to manage their Instagram account and fail to organize an optimized workflow.
One of the most important and crucial questions is still “What do I post?” and this article focusing on content creation for fashion brands will answer it in the most detailed way.
I have created a list of ideas for you to explore and use in order to make sure that your potential customer understands your brand, the values and philosophy behind it as well as the quality and the creativity of product you are offering. Let’s think long term engagement strategy over paid promotion of selected posts for quick likes.
1 Lookbook Shots
Undoubtedly these kind of shots are very important for social media as they perfectly show the garment or accessories your brand is offering. Think clean backgrounds and high quality photography, ideally shot in a photo studio.
You can always tell how professional the brand is simply by looking at the quality of photos and no matter how good your Iphone shots look to you, they simply can’t compete with the images created during a properly produced photo shoot in a studio with a professional team of an art director, a photographer, models, a make up artist and a stylist. The same images will be perfect for your website, editorial features and press releases.
You may get away with not having lookbook shots if the clothes are more casual, bohemian and created for outdoors. Then you should focus on the following type.
Example: Burj Heel by Allure Mansour
2 The Lifestyle Shots
While the lookbook shows how the clothes will look in a clean empty studio with a perfect light but your followers (think potential customers) want to understand how they will look in a daily life. This is why lifestyle photography, or more like street-style shots look very effortless and engaging. This is when you can get creative and turn your brand’s style and philosophy into visual poetry.
Example: Fácil Blanco, luxury linen wear
3 Meet the designer
Your followers and customers want to know you as the designer or the founder of the brand as well as the story behind it. Take this opportunity to share why you started the brand, what inspires you and what your aspirations are. It is a great way to build a long-lasting loyal relationship with your followers. More established brands cab focus on sharing interviews and behind the scenes shots and video of the designer.
The successful examples of fashion brands can’t be imagined without a strong personal brand of the designer herself or himself. Getting personal is very important in the over saturated market with many faceless brands.
4 Styling Tips
When we buy new clothes we often think how well it would fit into our existing wardrobe, what we could match it with and where we would wear it. The issue is that some of us tend to remain in the comfort zone of our personal style and not try something new due to being afraid of experimenting. By offering styling tips you can show that by buying just one blouse or a dress a woman can create multiple looks for different occasions. this way you achieve two goals: you show your potential customer that your product is a great investment and you also build a long term loyal relationship by providing useful styling tips.
Example E’mio
5 Creation of a Garment
Understanding the process behind a dress creation is both exciting and engaging for your followers and potential customers. This is why you should share the story of creating a garment from the moment of its conception (think fashion illustration) to execution. It is an excellent opportunity to show all the detailed and intricate work, artisan craftsmanship or unique types of manufacturing.
Example: Myrto Dramountani showing how a laser cut pattern dress is created.
6 Informational and Educational Content
Unfortunately not everyone understands the difference between various fabrics and ways of manufacturing a garment. In return it often causes customers’ inability to understand the price point as well. This is why it is highly important to share what your product is made of, how it will affect its lifespan and environment and, most importantly, how it will feel to wear it. You van also start a conversation by discussing seasonal trends (and show YOUR products that embrace them), give tips on dress code and what to wear to different occasions and recommend the right styles and models for specific body types. Think engaging your followers into meaningful two-way conversation that will in time turn them into your loyal customers.
Example: Goshopia. Online platform for slow and sustainable fashion
7 Fashion Illustration
Fashion illustration is much more than a beautiful drawing and is great for your branding strategy and differentiating yourself from the competition. You can use it to show the process of a garment’s creation or the final product, or maybe even the designer themselves. It will definitely add an elegant touch to your Instagram grid and get positive feedback and engagement from your followers.
Example: Eliza
8 Repeat the Look
Many women dream to look like their style icons while still preserving their individuality. Sharing trendy celebrity looks and a guide on how to recreate it with your apparel is definitely a good idea! Fashion magazines have been doing it for a long time and you should be doing it too. This is especially important for tailoring studios as many women first see their favourite fashion icon wear something and then want to re-create the look.
9 Video content
Videos gain far more reach and engagement than photos and are also a great way to show a garment in motion. Think both studio and lifestyle clips that highlight models wearing your collection in different set ups. Get creative!
Example: MyKaftan
10 Full grid for special campaigns and launches
If your are launching a new collection or have an important event coming up, full grid image is a great way to share the news. It is visually appealing and exciting, however, you should not overdo it so keep it for something really special. Extra bonus-you use videos instead go photos in the grid, which requires a bit more skill.
I hope you find these tips useful and are ready to create a strong engagement strategy for your fashion brand now 🙂
Feel free to reach out if you have any questions or would like to book a one on one consulting session.
Stay inspired,
Slava Noor
