For a while ago, I wrote a blog post called 4 Ways Social Media Has Changed The Fashion Industry pointing out among other things how bloggers has become the new (and most important) influencers and how the brands get more and more humanized.
I would like to highlight the subject again. Last week, the 12th of January, the Swedish fashion brand Monki started their web-TV Monki Television featuring creative girls from around the world sharing her thoughts and experiences on style and fashion. It can be seen on their site, Vimeo profile and Facebook page. What’s special about Monki is that they don’t do any traditional marketing – at all. Their believes is to be seen and known via word of mouth. And their Monki Television is spot on. This is why:
The word is spelled: V A L U E
As the world is speeding up – everything is developed to give us what we need in a minute – people have no time to care about your stuff; the text in your newsletter, the voice in your radio spot and the pictures of your magazine ad. Unless it gives them something of value – nicely packed into something that amuses them in any way.
Johan Ronnestam, one of Sweden’s most influential authorities within digital communication, gives a great example of successful sharing of value – Michelle Phan. A girl who started sharing her thoughts on YouTube on how to wear makeup. A girl who became the number 1 most subscribes female on YouTube in November 2010. Her tutorials have got a total view of more than 260,000,000 times. She shares knowledge, teaching girls all over the world how to wear make up while brands like Chanel and L’Oreal throws a pretty girl in your face saying “you can look like me”, as Ronnestam writes in his blog post about future integrated communication.
Find your way of being Michelle Phan
Monki Televison launches a new program every Monday and a new girl is featured every month. These Monki girls are famous bloggers from around the world. People that nowadays has more influence than celebrities, presidents and world famous artists when it comes to style. As their content is not depending on other things than their individual style and likes, it’s a fact that a positive review from a girl with around 200,000 unique readers a month is something an advertising budget cannot buy. That’s why Monki Television not only featuring their own clothes. The latest program shows clothes from among H&M and Anthony Vaccarello. Monki Television is showing a part of Monki – their spirit and products – packed into a valuable and amusing gift to their customers. Motivating, easy and shareable.
Social media is changing the fashion industry. How people search for inspiration and how people express their style and Monki is just one of many brands that are adapting to it. This case is with other words not only relevant for the fashion business. Find your way of being Michelle Phan. Share value and you’ll receive attention.