Armani's "Tweet Talks" And Two Other Successful Social Media Campaigns From The Fashion World

Sure, runway designs have a habit of being too forward-thinking. But this industry's futurism is helping it thrive.

Success in social depends on your ability to be seen, be heard, and grab people's attention--all things deeply embedded in the fashion industry's DNA. That's why its leaders, both major players and boutiques, are also producing some of the smartest campaigns in business. "The industry's very nature is social," says Yuli Ziv, founder of Style Coalition and the Fashion 2.0 Social Media Awards. "Brands know their consumers, so it's no surprise they know how to talk to them." Here's a look at some recent, winning campaigns.

ROBERT VERDI

Social style: Parties

The self-proclaimed style expert hosts "Tweet This!" parties at his Luxe Laboratory, a glammed-out New York loft that serves as a party-venue-meets-showroom. Populated with celebrities and fashion notables eager to chat up their favorite products, the party is live-streamed to at-home enthusiasts who tweet, to Verdi, about their favorite featured items, earning the chance to win everything seen on the show.

ARMANI

Social style: Chitchat

June marked the inaugural Armani Tweet Talks, a dialogue between fashion experts and fans on Twitter. To build excitement for Armani's runway show in Beijing, the first talk was dubbed "China, the New Fashion Superpower." A panel of fashion bigwigs including Vogue China editor Angelica Cheung and photographer Tommy Ton debated the subject with each other and fans during the hour-long discussion. Comments came in from both hemispheres.

MODCLOTH

Social style: Influence


This retro-inspired online boutique now stocks its digital shelves according to consumers' choices. Its "Be the Buyer" contest lets shoppers vote for pieces they'd like to see the brand produce and sell. "Name It & Win It" solicits names for a featured product, which the winning entrant receives for free. And this spring, the "Make the Cut" design contest collected 1,900 dress-design entries. Modcloth's 592,000 Facebook fans selected their favorites, and a 12-piece collection was born.

jason kempin/wireimage for life & style/getty images (verdi); imaginechina via ap images (armani); courtesy of modcloth

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1 Comments

  • Ria Fernandez

    This is a great article Stephanie! I work for Fashionbi, a social media analytics firm, and ive been researching on unique ways to maximize the twitter, especially in the luxury fashion market. I've heard of a lot of other strategies like OscarPRgirl and instagram promotions plans, but the one by Armani I think is really so innovative and simple. Thanks for sharing this :)