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One main additional aspect to consider within branding on social media is the short life of social media. Consistent interaction with the platforms is necessary to not be left behind and forgotten. As social media is growing rapidly the engagement for one post does not last quite long. Therefore, the platforms must be updated constantly as there are many competitors on the social media networks. (Jackson 2017.) 2.4.2 Branding on social media in the fashion industry There are different approaches to how fashion labels sell their brand on social media. In this part several approaches will be identified and explained. One approach is to show the lifestyle of the possible customer told within a story. The customer needs to recognize their own characteristics in the story told about the product. The potential customer will probably identify themselves with the product and feel connected to the product, the brand. This implies a company needs to create a story around the brand that potential customers can connect with. (Dunlap 2018.) Storytelling makes the clothes unique, which is especially important when talking about the vintage clothes regarding the case company in this thesis. Telling a story makes the label more personal and creates an emotional connection, something with which the customer can identify. (Heth n.d.) Another option is to post pictures in the company’s profile which other people took. This shows the variety of people wearing the brand, and in addition, saves time for the company’s employees. In this approach, the heuristics hold true again: if many people wear a clothing piece it needs to be fashionable. (Dunlap 2018.) Being different than competitors is nothing reinvented. But this could also be a social media strategy. Most brands try to fit in the general accepted appearance of similar brands. This does not make a brand stand out against other fashion brands. A brand needs to be unique but still match the potential consumer’s desires. This is a difficult balance to keep and it may not be that easy to implement, but it makes a brand unique and special. (Dunlap 2018.) Being different is especially important in the vintage industry as not a real, own brand is 17PDF Image | Brand-Awareness through Marketing on Instagram
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