If it's not already obvious from how I've mentioned their names a multitude of times in the last few posts, Topshop, ASOS and Missguided are the three most visited destinations on my laptop, phone and tablet. If I'm ever stuck for fashion inspiration, need something to wear or just want to have a browse, I'll turn to one of those websites. Or all three.
Topshop, ASOS and Missguided are some of the most popular fashion brands for 18-34 year olds, and are each major competitors. Topshop is arguably the best known, with over 12m followers on Facebook, Twitter and Instagram, and a reputation for being the ultimate British fashion destination - a feat the brand's built up since being founded in 1964. ASOS, which was founded in 2000, holds the coveted position of the UK's leading online retailer (overtaking Topshop in 2010) and has amassed over 9m followers on its main social channels. Missguided is relatively new to the fashion landscape, but despite only being founded in 2008, the brand has 2.9m followers on the three main social platforms.
So what are the three brands doing on social media?
One of Topshop's best received campaigns was launching part of its 'Unique' Spring/Summer '15 collection on social media, namely Facebook and Instagram, instead of the runways of London Fashion Week. It was a move that made the show extremely socially accessible and critics claimed it highlighted the importance of Instagram in the fashion industry. For a world that's focused on being aesthetic pleasing, Instagram, which is arguably the most visual social channel, certainly helps to bring it out.
ASOS previewed its 2012 summer sale through a Facebook application. The app allowed customers to gain access to the sale by joining a virtual queue. While they were waiting, they were encouraged to play a series of games to earn points, and the people with the highest scores could access the sale first. There was also the option of sharing the game to earn extra points, which was a smart and somewhat unmasked incentive to broaden the campaign's reach. The app saw 174,000 people join the virtual queue and ASOS's fan base grew by 32%.
Missguided tends to include television adverts as part of their advertising strategy - perhaps because it, unlike the former two brands, isn't as well-known due to its younger age and has to rely on bigger budgeted means to ensure a wide reach of their campaigns. In 2015, Missguided collaborated with MediaCom Manchester to produce and air a 30 second advert to showcase their seasonal wear. The video featured a mixture of influential fashionistas and customers who uploaded their own footage to social media channels using the hashtag #CantIsABadWord.
All three brands work with the knowledge that their customers are young, tech savvy, fashion conscious individuals who are constantly hungry for content. As a result, their campaigns tend to be fast-paced, interactive and have the option of involving the customers (often encouraging them to join in) as this increases the reach and likelihood of being noticed. In some ways, social media has reshaped the landscape of fashion and it's interesting to see what will be next.
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