Fashion and beauty have become industries that globally generate billions of pounds of revenue annually for the companies producing the products.  I want to explore how the concept of digital marketing has changed our perception and attitudes towards these products and more importantly, our spending habits.

Technology has driven a change on how many of us spend not only our working days but our free time with most of us no stranger to social media. A routine currently in most of our lives, almost everyone connects habitually to accounts on Facebook, Twitter, Instagram, and/or LinkedIn to name a few. 

Originally retailers along with fashion and beauty houses showed great reluctance to enter social media fearing it would taint their image. This belief was soon reversed when TopShop and American Apparel, who were both early adopters of social marketing along with independent designers, soon reported the benefits of advertising in this manner. The mass markets who were being reached through the contact of social media showed an increase in not only their brand awareness but was having a positive impact on sales.

Technology has provided consumers with choice and freedom to shop from a variety of products that were previously not readily available to them. Through this brands have now fully grasped the realisation that via social media consumers can be driven to their websites where customer data can be captured in order to increase personalised experiences driving potential sales yet again. 

Over my next few blogs I am going to look at various brands from high street to high end to see how they specifically have incorporated digital marketing into the promotion of their brands.