A lot of fashion brands do a great job with their Facebook pages – Nine West, Burberry, Ralph Lauren, but recently DKNY keeps popping up on my Twitter feed and I can’t help but to point out how much I love their Facebook page and how most fashion brands follow the same. So, here are just a couple of things I love about fashion Facebook pages that you usually don’t see with other businesses.
Making Press, Well Press. The “who’s wearing DKNY” is so great. A lot of time Fashion PR from brands is about who wore what of yours. I love that this singles out those press releases that anyone can see, not just the press to use in the weekly mags.
Constant Communication. DKNY uses some of its tweets and directly feeds them into the page – real time DKNY news for the brand advocate. It shows that DKNY cares and are working ’round the clock to make its consumer involved with the brand. Also, the page actively talks about its contests and answers fan questions. Something that some brands often ignore.
Not your usual tabs. Instead of just “wall”, “notes”, and “photos” DKNY uses custom named tabs such as “DKNY Cozy” and “Shop DKNY”. The brand uses tabs to its advantage by calling attention to users what its actually about and offering variety.
Cross-promoting. It’s not just a one-way street. DKNY has a whole tab dedicated to promoting its iPhone app, keeps fans up to date on recent contests, and engages and questions fans about its newly launched website. Almost every digital initiative that DKNY is involved in, it talks about it on its Facebook page taking the fan along for the ride.
Uses “like-gating”. To gain more fans, DKNY shows a different tab to people who currently have yet to “like” its page. On the tab, it has a direct “call to action” for people who currently do not “like” the page and if they do, DKNY offers exclusive videos, special offers, and more. Often times brands will use a contest, sweepstakes, or discount to get new fans to “like” their page. Its a way to not just “give” away exclusive information without making a connection with your audience first.
Fashion brands are jumping on all the cool things Facebook has to offer, so I’m sure we will see many more retailers get more and more creative with how they use Facebook and engage with fans especially with the holiday season coming up!
