Social Media Marketing in Fashion: Cracking the ‘Inclusivity’ Code

Over the last few years, the fashion industry has been dealing with chaos. The shift from exclusive to inclusive fashion is revolutionizing the industry. From fair-skinned models to models of color, the approach to digital marketing has changed.

These days, brands understand the value of reaching out to everybody. The inclusion of colored models and disabled in ads, and adding different sizes to their collections are a way to cater to the larger audience. The adaptation to inclusive marketing, especially social media has raised the bar in the fashion industry.

Why go Inclusive?

83% of millennials indulge in a brand if their values align. And 88% of the marketers agreed that the inclusion of diverse images heightened the reach and engagement. The main goal of inclusive marketing should be to elevate the personal stories of the under-represented people. This way, more customers will resonate with the content and build connections with your brand.

While the plus-size trend became famous, fashion brands started incorporating a range of elements that fulfill the needs of every type of audience. Half of the population shops for size 14 and above. And to reach them, you need to include them in your fashion brand. The best way to go forward is to utilize social media marketing.

How to Strategize Inclusive Marketing?

Speak to their sentiments

Include your audience in every aspect of your campaign. Set the tone by speaking to their sentiments. It could be as simple as a story of a demographic that couldn’t sustain itself in the fashion industry. Include how your brand will change these perceptions and revive their love for clothing. In short, utilize the power of emotional storytelling. Doing this will improve brand awareness and loyalty.

If you live in cities like Dubai, make sure to integrate fashion into religion. When you respect their values yet provide them with options, the audience will keep coming back for more.
There are varied digital marketing companies in Dubai that help you formulate strategies and stay connected with your audience.

Break the Stereotypes

Stereotyping your ads and content could revoke the trust of your audience. Many people are sensitive to words that reflect their flaws. In an attempt to support them, do not include content that could backfire. For example, never use words or images that denote the meaning – fat, dark, etc.

A great example is Pinterest’s body-positivity movement. Pinterest banned all weight loss ads in support of embracing all body types.

“A lot of people are facing challenges related to body image and mental health, particularly as we’re emerging from COVID restrictions”

– Sarah Bromma, Head of policy, Pinterest.

You can read more on it here.

Show the reality

People love to see how your brand uplifts normal people. Use diverse people in your campaign instead of models. Even if the ads look imperfect, your customers would appreciate the truth. Minimize the need for extravagant editing and show them as they are.
To top it off, include a dash of fun and creativity in your ads. You could produce content about:

• Behind-the-scenes of your brand story
• Sharing your personal anecdote on what motivated you to build the brand
• Using Facebook and Instagram’s shopping feature
• Teaming up with influencers to promote the goodness of your brand
• Go live on Instagram by interviewing the under-represented people in the fashion industry
• Use Instagram reels to share fun facts about your brand
• Here, you’ll find 11 fashion brands that used IG reels and nailed their social media marketing.

Celebrate all body sizes

Although you have moved to inclusive marketing methods, not including all types of people in your campaigns is a big turn-off. Customers connect with your brand based on what they see. If they don’t see themselves in your brand, they will move past it. That said, maintain a balance in what you show them. Portraying a segment of the people alone will make the others feel left out.

Partnering with a body-positive influencer will show the customers that you care about them. This will also encourage them to be comfortable in their own skin and that fashion means different things for different people.

Beware of cultural intricacies

When it comes to fashion, sentiments and culture merge. Research thoroughly about religious boundaries or use the digital marketing services in the UAE. Digital marketing companies do the research and wipe out the potential risks of offending your customers.

If you fail to connect with people from every walk of life, you would be missing out on your potential customers. As a fashion brand, understand the importance of inclusivity in your digital marketing efforts. Use the above principles to strategize your marketing and you will see the difference.