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Since the emergence of social media giants Instagram, TikTok, Youtube and Facebook, The UK streetwear scene has exploded from the underground scene and established a foothold in the mainstream, with the potential of propelling huge global audiences and markets.
Streetwear brands are using social media to showcase their talent and maximise revenue sales of their products. Many brands are popping up on platforms like Instagram every day. Let’s face it, creating a clothing brand has become easier with drop shipping and e-commerce platforms. Social media is the new shop window. Since covid times this new wave of creatives wanting a side hustle has grown to levels beyond comprehension.
Considering the streetwear industry market is worth $185 billion by sales according to Pwc there is plenty of opportunity and money to be made.
Building a global brand social media
Of course, there are guidelines out there to help to build a brand and utilising social media is just one large piece of the puzzle that can be fitted in strategically at the right time. Let’s look at some examples of how to build the blocks for your global brand.
Establishing your brand name
It really helps to make a name for yourself in the UK. however, in many cases, not all clothing brands will make it. Be resilient, and try out new things. There’s just too much competition out there. And most of the originality is being lost. Same old big label drip with no soul.
Learn how to use social media
There is a real lack of insight when it comes to using social media. Although the principles look very simple they can be quite complicated. All of the social platforms use algorithms and if you don’t know how to manipulate them or work with them. It may be hours of effort with no rewards. If you think just posting a couple of nice pictures with a t-shirt on in a Mercedes G-wagon, and music in the background is going to get you 100s and thousands of sales. Guess what? you’re wrong.
Create a marketing strategy
There is a thriving fashion industry in the UK. And as we are solely focused on urban fashion. In the UK, the competition is fierce. Competition is even fiercer globally. Conquering the US from the UK is difficult but not impossible. This is where the social media engine gets busy.
Learn from the bigger brands
The big brands focus on drops and limited editions. They always create a buzz around the product. Consistency is key. One of Cortiez’s recent campaigns when they created chaos on the streets of London when they had 1000s of youths running around in different locations to find a pair of combats in a 99p store was a stroke of genius. As well as creating disruption to London it created a mass of publicity on social media. You have to be unique and be brave.
Stand for something
What does your brand represent? Streetwear has foundations back to Hip hop, grime, punk and sports cultures. If you’re going to stand for something make sure you display all of this in your values.
Know your audience
This is really important. What does your customer like? What don’t they like? Tap into their emotions. Find out what they do for work? It’s like a chess game. Knowing your customer.
Take the successful brand Trapstar as an example who have been around since the early 2000s, and is signed to Jay-Z Roc Nation had come a long way from burner phones and selling clothes in Pizza boxes. The West Londoners have an established shop in Portobello market and are arguably one of the biggest streetwear brands in the UK.
This took some hard graft on their part. Trapstar’s Instagram page has over 1M followers and is still growing. Trapstar where already established before the days of social media with their brilliant marketing strategies.
Trapstar in their early years utilised Myspace, a social network based in the united states that focuses mainly on music to access global audiences. Those who can remember using this powerful tool knew of its effect and influence on its users.
Trapstar is easily a global brand now. Not too long ago I was abroad in Turkey and saw a knockoff copy hoodie in one of the tourist stores. This shows that they are seeing tourist wearing these clothes on holiday.
Creating Authenticity
With urban streetwear brands being cool and boujee. Many brands have stayed true to what their beliefs and what they represent. Starting from the bottom, and making it now is influential to the youth. The characteristics of looking ‘road’ may not appeal to some. But for the streetwear community, it’s part of the genre. You’re respected for what you wear in certain pockets of London and across the UK in certain areas.
One a side note a few things that have grabbed my attention about Trapstar are that I’ve seen people of all ages wearing their clothing. Even saw a 70-year-old man donning a cap once not to my surprise. The pull of Trapstar is crazy right now.
Brand Loyalty
Instagram is the fourth most popular social media platform on the planet. With its range of stories, posts, reels and video content is a great sharing app and a way to showcase behind-the-scenes footage, exclusive new drops and engage with your consumers. Customers buy on impulses and needs.
The top streetwear brands know how to create consistent and exciting marketing campaigns to drive sales and revenues on top of their advertising. And quite frankly, top brands rarely fail to deliver on the brief. When a customer purchases a product, has a great experience, and loves it, a domino effect occurs. The customer will almost act as a brand ambassador and tell friends and family about the experience. Brand loyalty creates trust.
Customers seldom buy from other brands when they get a service that exceeds their expectations. Their needs are met. The quality of the product This has proven to me that and provides a direct channel for brands to express their unique narratives and values. By sharing behind-the-scenes footage, design processes, and personal stories, UK streetwear brands can foster genuine connections with their audience. This authenticity not only strengthens brand loyalty but also empowers consumers to become brand ambassadors, sharing their passion for the brand within their own social circles.
Influencer culture instagram
Has birthed a new era of trendsetting and influencer culture on the Gram especially. Black streetwear brands are creating a buzz around their latest collections. The ‘hype’ generated by influential individuals artists, celebs and ballers wearing and promoting the brand can elevate its status and desirability among consumers. This mutual relationship between brands and influencers has become an essential element of modern streetwear marketing strategies.
Collaborative Opportunities
has facilitated collaborations between UK streetwear brands and artists, musicians, and other creative influencers. Through these collaborations, brands can access new markets, diversify their offerings, and tap into the unique creative energies of other artists. The collaborative nature of platforms allows these partnerships to be announced, showcased, and celebrated in real-time, maximising the impact of these joint ventures.
Feedback from customers
Feedback from customers and followers is crucial for the growth and evolution of UK streetwear brands and offers an avenue for designers to receive instant feedback on new collections, designs, and brand initiatives. By monitoring comments, direct messages, and engagement metrics, brands can make data-driven decisions, iterating and improving their products to cater better to their audience’s preferences.
Conclusion on social media
The rise of UK streetwear brands owes much to the growth of social media platforms. Or does it? There’s no question Social media is a powerful tool for global connectivity, authenticity, trendsetting, collaboration, and feedback, it has transformed the landscape of fashion marketing and consumer engagement. The real-time nature of these platforms enables
brands to respond quickly to trends, engage with their audience, and maintain a finger on the pulse of the ever-changing streetwear culture. As continues to evolve, its role in shaping the future of UK streetwear is bound to remain pivotal, further fueling creativity, accessibility, and the global impact of these influential brands.
FAQS
What is social media?
A digital platform for sharing videos, posts and to gain a community of followers
What is collaborations?
When brands come together to work on producing a product
What is influencer culture?
People with large social media followers that have an impact on lifestyle and cultures
What is Brand Loyalty?
When customers buy over and over again despite competition from other brands creating positivity towards the brand
