How to use social media platforms to build a niche

By Abigail Portwood

The importance of creating and sustaining a niche is relevant in all fields of business. In the fashion industry, PR is an important aspect to create and sustain relationships with certain publics that follow the brand. A niche, which is a specialized segment of the market for a particular kind of product or service, is something that every brand should focus on. In fashion, the use of social media is a large component of spreading information about the company and connect with the audience. There are many apps that are beneficial for fashion companies. Here are some examples of how to use them:

Pinterest: Pinterest is an application that allows a lot of creativity. For a fashion brand, Pinterest is a great way to group certain items together for outfit inspiration that the consumers can look at and gain ideas from. An example of Pinterest would be creating a “board” where outfits can be created and shown with many options and variations. The app Pinterest has a large audience of people who are interested in fashion, beauty and lifestyle tips.

Twitter: If a company has a Twitter, it is usually created for releasing information about the company, but the photo and video options on Twitter are great for sharing the company’s lookbooks, runway shows and releases. Since Twitter has around 330 million users, there is a large percentage of users who care about fashion and fashion companies.

Instagram: Instagram, the photo and video sharing app, is an ideal place to connect with an audience and build a niche. The features on Instagram that can be beneficial for a fashion company are product tagging, where the photo can be linked to the product and with one click the user can be directed to the product on the company’s website.

Social media is accessible to so many consumers, and using the different forms of media is a great way to spread information with the audiences. Each app can be tailored to create a certain “look” for the company and each company can use the applications to build their site in a company-specific way.