Around 162 years ago, the modern fashion industry got its start when designer Charles Frederick Worth decided to sew labels into the garments he created. Worth depended on simple yet distinctive branding to promote his work to consumers. Though he found much success with this method, marketing for the fashion industry of today’s work has evolved to rely on something else entirely: the use of social media. 

Over the past few years, the fashion industry has shifted from using typical marketing strategies from experienced personnel to focusing on the various online platforms available and the people most familiar with using them. 

According to HuffPost, British luxury fashion house Burberry openly admitted that back in 2016, they hired David Beckham’s then 16-year-old son to photograph for one of their campaigns only because of his nearly 6 million followers on Instagram, not because of his actual talents. Since this, brands have continued to weigh the benefits of social media presence when hiring staff. 

One of the main reasons why fashion brands have aligned themselves with social media and its influencers is because of the relationships these platforms have allowed them to build with consumers. Rather than create a disconnect, social media helps establish direct communication between the consumer and fashion brands. 

According to a survey from Sprout Social, 70% of consumers said they feel “more connected when a brand’s CEO is active on social.” In addition to this, 72% of consumers report feeling “similarly when employees share information about a brand online.”

Senior and CHS Fashion Show co-head Abby Tellechea of Monmouth Beach sees this connection between fashion on social media and consumer satisfaction. 

“I think social media allows a brand to further push their message and aesthetic to their followers which can help make their customers feel more included and aware of everything they do at all times,” Tellechea said. “So, it creates a closer connection between the customer and the company and makes it more personal.” 

Influencers have also impacted the fashion industry greatly by connecting brands to their audiences as well. 

Senior Heather Griffin of Wall said she believes that social media influencers have changed the way people see fashion. 

“People look up to these influencers, see what they’re wearing, and then want to buy the same clothes. So, I feel that influencers have really affected how people choose what fashion they want to wear,” Griffin said. 

Though the fashion industry first found success with just a simple label, social media has added depth to consumer and brand relationships necessary to continue the expansion of this industry today.