Industry Experts On
Industry Experts On: Mastering Social Media
The best way any designer can use social media to convey their brand message is by being consistent and clear. This means quickly establishing a tone of voice and visual language that is routinely the same in order to define itself and then sticking to it.
In an ever evolving industry, social media has played a key component in being the make or break of a fashion brand. Through an array of platforms, designer’s now have the ability not only showcase their collections, but also connect and convey their message to audiences around the world
Not Just A Label asks Fashion Editor & Writer, Naomi Pike, and Digital Content Creator, Joel Moore-Hagan, amongst other industry experts, on how designers can master social media.
Image courtesy of NJAL designer X.MLADENOVSKI
Naomi Pike, Fashion Editor & Writer
“The best way any designer can use social media to convey their brand message is by being consistent and clear. This means quickly establishing a tone of voice and visual language that is routinely the same in order to define itself and then sticking to it.
I think designers need to also remember that while social media is important, playing the long game is too and so you don’t always have to speak to every trend (social media or not) online. Less is more and quality over quantity is perhaps more beneficial than continuous posting. This will differ from brand to brand and messaging to messaging, but I think it’s important to not get lost in social media and remember that it’s a third-party marketing tool that’s important but not the most important element of an emerging fashion brand. Manipulate it to work for you, rather than become slave to it.”
Cat O’Brien, Designer
“My best advice to grow a brand on social media is to make sure you show the face behind the brand. I think in the wake of people being more concerned with 'who makes their clothes' and where their money is going, having a personal approach with your brand helps people to connect with you compared to 'faceless' larger brands.
The benefit of social media is the ability to combine formal elements of branding and advertising, with the ways your brand is still driven by a human. Showing things you care about such as sustainability, alongside personal elements like your day-to-day in the studio, are what draws people to young and smaller brands, compared to larger companies that don't let you inside.”
Image courtesy of NJAL designer FACETUNE.
Joel Moore-Hagan, Digital Content Creator
"Designers striving to emerge and make their presence within the social media space shouldn't be afraid to reach out to content creators. Having a style curator, who aligns with your brand and its message, feature your work on their social media could be super beneficial to your business. I think it's refreshing to see elevated designer brands worn on more of an "everyday person" rather than a celebrity because this could inspire a purchase from a new fan or at least a follow."
Harry Freegard, Artist/Creative Director
“Do not allow fear to prevent you sharing your work, yourself, and your vision, be open, allow insight into your world with courage and confidence, be unwavering in your sense of self, know who you are and what you do, then put it out into the world. In time the right eyes will find their way to it.
Avoid presenting what you think people want to see in lieu of what you do, what you actually like, what you’re thrilled by and what drives you. Don’t cast asunder what is genuine and authentic to serve up what you think people desire, in truth, no one really knows what they want to see until they see it
A touchstone I find useful comes from an infamous Mafia Don who told Joan Rivers, who in turn told the world, ‘Be like a race horse, put your blinkers on and run your own race’.”
Image courtesy of NJAL designer ALICE TOLA.
