With the increasing popularity of social networking sites, such as Facebook, Twitter, etc, several apparel brands are focussing on marketing through this platform.

According to industry representatives, social networking sites helps the retailers to target, measure and optimize campaign as well as communication.

In an interview with fibre2fashion, Mr. Sanjay Shroff, founder, director and CEO of Styletag.com, a leading online retailer of luxury clothing, said, “Digital and social media becomes an important tool in engaging the consumers by creating some noise on networking sites.”

While social networking sites provide the consumers an opportunity to keep a track of the new trends in the market and update themselves with the feedbacks, it also creates a stage for the clothing retailers to promote their goods.

Echoing him, Mr. Anurag Rajpal, CEO of The American Swan Lifestyle Company, an online fashion and lifestyle brand in India, says, “Today every brand realizes the need to reach out to their target audience through the online, digital & social channels. It is a medium that allows targeting, measuring and optimizing campaign and communication.”

“Online retail has seen a heavy overlap with social networking and search due to aggressive marketing and strong inclination towards social commerce,” he mentions.

However, Mr. Philip Moylan, sales and marketing manager at Eurostop, a leading supplier of retail management and EPOS solutions for the fashion, says, “Recently, marketing through the use of Hotmail, Facebook and Twitter has led to a quick surge in sales for some retailers but they are still constricted by the small limited number of search engines that are available.”

“Facebook, Twitter, etc are actively engaging with the celebrities and companies are selling licensed goods in high profit because the celebrity based market is rapidly expanding since it is on trend and there is a legion of fans who purchase what their idols as well as peers are wearing,” he concludes.