HOW FASHION CAN LEVERAGE EMERGING SOCIAL PLATFORMS
Irene Baldissin / Shamin Vogel
SPOT ON
A wealth of new social platforms are emerging, offering key opportunities for fashion brands to foster closer relationships with customers. WeAr presents two alternatives to conventional social media: OnlyFans and Clubhouse.
OnlyFans is becoming relevant for brands looking to create a deeper connection with customers. The platform charges audiences to view the content they have shared, opening up new ways of working with influencers and creating highly personalized content. During New York Fashion Week, Rebecca Minkoff shared intimate, behind-the-scenes footage of her collection, while Berlin’s Voo Store has been paying OnlyFans influencers to create content for them, extending the brands’ reach beyond the realms of their own social media profiles. OnlyFans currently has over 100 million users and is adding more than 500,000 per day.
Clubhouse is a format that runs on audio only. It is much like an interactive version of a podcast, whereby users can listen and engage in group chats and live discussions. They are also able to interact with peers, brands and designers, making for real-time, authentic discussions that have the potential to build closer customer relationships. Unlike other platforms, members have to be invited to join and content disappears after production, creating a highly exclusive experience. In March, brands such as The Attico and Giuseppe Zanotti ran live discussions on Clubhouse to coincide with their Fall collections. Clubhouse currently has an audience of two million weekly active users.