Facebook for business continues to evolve, and so do the ways marketers use the platform. Long gone are the days of branded Facebook pages rich in one-sided, sales-driven messages. Today, company Facebook pages can be information hubs, industry journals and a lively spot to talk to followers. Leave it to the fashion industry to come up with smart, stunning and stylish ways to market on Facebook.
When an old-school fashion staple like Burberry wants to reach out to a younger buyer, Facebook is an ideal place to start. Burberry’s page is filled with the kind of luxury the brand has always been associated with but bent to a hipper, more youthful audience. Currently, the page features photos from a new campaign featuring UK “It Couple” Tom Sturridge and Sienna Miller, for example. Burberry also takes advantage of Facebook’s improved video capabilities by posting videos from recent runway shows.
But let’s say you’re not that fancy a dresser. Fine. With nearly 38 million “likes,” Converse must be doing something right. The iconic shoe company uses Facebook to post the kind of things its fans are into, like music, skateboarding and viral videos. Converse excels at speaking to followers rather than at them and therefore encourages lively discussions in its comments sections.
And for incredibly chic and trendy foreign fashion labels like UNIQLO, Facebook is a must. The Japanese retailer is opening 10 more stateside stores this fall, so a steady stream of interesting posts and fabulous photos is essential for keeping fans, both new and old, excited.
Who needs a glossy, overpriced fashion magazine when you’ve got Gucci’s Facebook page? The mainstay of high-end branding for 92 years running stays fresh and on the cutting edge with a Facebook page chock full of slick videos, incredible images and the latest from the runways. Gucci keeps its whopping 11 million fans on the edge of their seats by continuously updating, reinventing and changing its page.
In the end, that’s what great Facebook marketing is all about. Every business can take a cue from the fashion industry and keep their pages as fresh and innovative as the designs coming off the runway.