Social Media is The New Vogue
Today J.Crew took a bold move and introduced their fall line on Pinterest. Last month Oscar de la Renta released their their fall collection exclusively on Instagram and Gap recently purchased all the ads on tumblr for a day. Move over Vogue, top brands are taking to the Internet to debut their collections via social media.
Oscar De La Renta on Instagram
Social media has changed many industries, especially fashion. As bloggers replace buyers in the front row, collections grace the internet on Twitter, Facebook, Instagram as soon as they hit the runway. No more wait time to see collections come alive in popular magazines, we’re in the age of real-time fashion marketing.
J.Crew’s next step is an online film series to be followed by an Instagram campaign later this week. I like where they’re going but I feel J.Crew could have taken the release of their collection on Pinterest to the next step by including an e-commerce layer. I went to their Pinterest, browsed the collection, and naturally clicked through to purchase, at which point I hit a roadblock and lost interest. If brands are going to be bold and release collections on social, I’m all for it, I just hope they think through and add in sales. After all, that’s what keeps us social media people employed!