Social networking is moving beyond just status updates and tweeting to a virtual platform where fashion designers can sell and showcase their work. Bel Trew talks to new label Beulah…
‘We got one of our stockists in Singapore through Facebook’ ‘The aim of our label is to teach skills to women who have been saved from sex trafficking to give them a way out’. Some of the biggest names in the industry are getting involved in the social networking revolution. Louis Vuitton, Diane Von Furstenberg, Burberry, Jimmy Choo and Diesel are all pushing the boundaries of this new Fashion phenomenon.
Within a year of building up her social media presence, Diane Von Furstenberg’s online traffic increased by 13%. American Apparel makes 25% of its revenue from online campaigns. Forget animal print and mid-calf skirts the hottest trend in 2011 is social commerce. The pioneers of Social media PR are the upstart companies. Beulah, a woman’s wear label with a social justice angle, is one of them. ‘We’re in a recession and Beulah is a new brand which means it’s even harder’ explains co-creator Natasha Rufus Isaacs. With a lack of advertising budget, small labels have to get creative.
Beulah turned to Facebook, Twitter and a blog. Since then, Sarah Jessica-Parker and Demi Moore are fans of their collection, the UN nominated them for an award and their humanitarian work has been mentioned in the same breath as Bono’s. This is before their clothes even hit the high street and their website was launched. Neither of the Beulah girls Lavinia Brennan, 23 or Natasha Rufus Isaacs, 27, took a conventional route into Fashion. Lavinia is fresh out of University and (Lady) Natasha is normally spotted gracing society columns, as a daughter of a Marquis and a close friend of the royals. They put their social backgrounds to good use, drawing on their personal experience of online social networking to build what is an impressive marketing strategy.
For Beulah, the message behind the Collections is as important as the Collections themselves. Social media gave them a space to story-tell. From their Facebook Info and wall pages, the girls tell the history of the brand. Natasha and Lavinia volunteered with victims of sex-trafficking in the Delhi slums last year. Inspired by the work the aftercare> homes were doing, they wanted to create an ethical fashion brand that did more than just throw money at the problem. ‘Our aim is to teach these women skills that gives them a livelihood and a way out’ Lavinia explains to me. Beulah employs and trains up 150 women at a Fair Trade charity in Calcutta. On Facebook they post links to relevant articles on the sex-trafficking industry or pictures from their travels in India. This human element to Beulah gives Fashion editorial that crucial hook to follow.
Their designs also keep India at its heart. ‘We wanted to create dresses that were effortlessly elegant’ explains Lavinia, using the technicoloured palette of India. Vibrant jockey silks are cut into Ossie Clark inspired maxis. Polite Issa-style wrap dresses are spiced up with plunging necklines, an inbuilt cape or a flash of back.
Their designs are fun and timeless. It is hard work generating and maintaining interest. Natasha and Lavinia invited all their friends on Facebook. ‘Then we logged into other people’s Facebook accounts and added their friends as well,’ said Natasha, ‘It’s a great way of doing it, because then you gain 400 more people who see your work.’
Plus the brand comes on recommendation from a friend. This, they both explain, creates a strong loyalty to the label. Their Facebook page becomes a community of fans. ‘Updating your Facebook status is great because it goes straight into everyone’s newsfeed’, Lavinia explained, then more people see it. ‘Always ask questions in your status’, Natasha added, as you’re giving your followers ‘actionable’ contact. Most people can’t resist posting their opinions or adding a ‘thumbs up’ sign. That is then relayed to all their friends through their news feed. You’re talking directly to your customers: the Holy Grail for any company.
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