Trends define social currents in their beginnings. From the first individuals to global effects. Fashion is also an essential term in media and trend research. Anyone who talks about trends and trendsetters (influencers) must also deal with the word “fashion”. Fashion does not universally equate to clothing. This is where a classic comes into play, the “philosophy of fashion” (Simmel, 1858-1918). Trends and new fashions are only convincing because they are different. These are trends!
While we’re in the realm of trends and fashions, we can also take a thematic approach to the clothing industry (of course, all insights are transferable to other industries). More tips can be found on the Social Media Blog or for free in my Social Media Marketing Guide. You can find out how they benefit from influencers in the article: Influencers instead of expensive Facebook Ads.
Trends, fashions and those who know how to deal with them: Trendsetter
The term fashion stands for something new. This otherness is essential, especially for fashion labels that are strongly dependent on trends and often on exclusivity. It determines the value of the fashion pieces but also the impact of the own brand. This is quickly demonstrated by the different class fashions. The classification shows how trends (fashions) develop.
According to Simmel, fashions that arise are always class fashions. That is, the fashion of the higher classes differs from that of the lower.
Forbes Magazine Headlines Kim Kardashian: The New Mobile Mogules
The post by internationally known “young entrepreneur” Kim Kardashian alone got 800,000 likes. The authors of the article are also absolutely right, influencers have become absolute advertising pariahs with social media. Whether officially in campaigns (see Brooklyn Beckham below) or just as discreet product placement. Kim Kardashian is one of the absolute top stars on Instagram. Over 80,000,000 people follow the American who is best known for her reality soap “Meet the Kardashians”.
She is followed by over 400,000 people: Bonnie Strage
Bonnie Strange is one of the new fashion icons. What she wears and shows is in. Whether for brands such as About You or for TV formats such as Pro7 Taff: they all rely on the Berliner as a brand ambassador, trendsetter and influencer. The jacket by Adidas, the bag Moschino. Discreet and beautiful. Speaking of which, how does she actually advertise herself as a brand? Read more about Instagram and advertising here.
Advertising psychology – Everyone wants to be the best, everyone wants to own the latest thing
The society is characterized by the fact that the development upwards is considered desirable for everyone. It is even the defining purpose of life for the lower classes. New trends are always carried first in the higher classes. If trends weaken, the lower classes also adopt the “symbolism” of the upper classes. Fashion thus allows direct conclusions to be drawn about its owner. Simmel also describes the modernization tendencies of the 19th and 20th centuries. He almost summarizes the years of industrialization and its possibilities for modern mass production as “increased differentiation” that comes along with the rapid change of norms, values and social structures. This increasingly favours the rapid change and the need to differentiate oneself from the rest of society.
Influencers and trendsetters influence target groups extremely well
The individual, the human being, wants to express his individuality in the group – just as he does on the social web. He does this by increasing the sheer quantity of his possessions, while in terms of quality he is still strongly oriented towards what the social group dictates. In other words, the group defines the taste of the individual.
Fashion can be bought by mere possession. It therefore represents the economic situation of its owner. The individual who quickly acquires new fashion is then considered a trendsetter. Although he too always moves within the framework of his social group, because in order to be considered fashionable, the individual is dependent on the confirmation of his group. This expresses both the relationship between the individual and the social group, but also the principle of ruling and being ruled. This is also a fundamental way of philosophizing about fashion. Because, fashion also forms parallels to democracy. Here, too, rulers ultimately orient themselves to the will of the group in order to be accepted. Here it becomes clear what fundamental permanence dualism possesses for society.
Why do influencers and trends influence us so much?
Through the assimilation to equals, fashion connects individuals to a social group and through specific symbols closed systems are formed, which at the same time lead to the demarcation from other groups in society. Fashion is therefore a means of socialization. And those who go against fashion are fulfilling their need for individualization (in order, in turn, to distinguish themselves from the group). But even this conscious form of individualization ultimately leads to socialization again, when individuals reconnect with each other in common purpose.
Fashion serves to define groups. Through mergers but also through their rejection. But fashion is also a means for inner impulses. If an individual wants to stand out, he or she will subjectively choose conspicuous fashion in order to express him or herself. For our favourite author of today, Simmel, fashion is therefore also the expression of personality within an acceptable framework. But despite all individualization, fashion remains something collective.
Young, famous, relevant: Brooklyn Beckham
Brooklyn Beckham isn’t even 18 years old, yet he got a six-figure payday for his first campaign for an Asian mobile carrier. Of course, social media is part of it. Over 8,000,000 people follow him, on Instagram alone. What he shows, wears and uses sells. Of course, the young influencers then post a brand logo once in a while. Here Brooklyn was booked for a Burberry perfume campaign.
Conclusion: Brand and product promotion by influencers, opinion leaders and trendsetters works
For you as a company and social media manager, it is important to first identify and reach trendsetters and opinion leaders with your campaigns. Bhargava’s (2010) five guiding rules make social media easier to use (click here for the article 5 guiding rules for social media managers). It’s all about inspiring (relevant) content that is easy to share. Share actively yourself and encourage your users to share your content. And remember, users should be rewarded, like loyal customers.
There is no proven success strategy for social media management. Therefore, marketing and promotion in social networks can only be successful if on the one hand the principles of the social web are understood and on the other hand a consistent strategy for the own label is developed. Dusty marketing messages are hard to get across. In social media you have to rethink. You don’t talk to advertisers, you talk to fans. Big influence comes from your role models. Marketing thus becomes more subtle and enters people’s everyday lives through influencers without being striking at first glance.
Influencer Marketing Basics from A-Z
Since we have an extremely high volume of inquiries at our social media agency, we wanted to clarify for everyone how influencer marketing works. With our agency, we focus on long-term engagements for our talents. However, many online shops, companies and agencies also need help and support for ‘smaller’ projects. For that, we now have this 6-part free online course on Influencer Marketing. Based on our Instagram software Social Analytics, I show all the steps it takes to set up a successful influencer marketing concept. From the initial definition to monitoring the campaign. More tutorials on social media, marketing, Photoshop, WordPress, SEO, and much more can be found on my advertising agency Youtube channel.
