Social media shakes up the fashion industry: top jobs go to those with most followers

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Lots of outrage and cries of nepotism when Brooklyn Beckham was selected to shoot Burberry’s latest fragrance campaign. BUT truth be told, it’s his 6MM Instagram followers, rather than his parents, that got him the gig.  Burberry’s Christopher Bailey: “Brooklyn has a really great eye for image and Instagram works brilliantly for him as a platform to showcase his work.” 

It’s now the number of followers on Instagram, Pinterest, Facebook and Twitter, rather than your experience necessarily, that can secure you a top job. Many agencies check out the social media profiles of everyone (not just the models) before deciding who to work with on a campaign. It’s not unusual for the entire backstage team – including the make-up artists, stylists and producers to be selected according to their influence on social media.  I’m not sure people recognize the immense leverage their social media profiles can give them.

Read on below for the latest on how social media is impacting model selection and the many digital innovations Burberry is implementing from the runway to retail.

Kendall Jenner, the “ultimate Instagirl,” assuredly got her latest modelling gig as the new face of Estee Lauder because she has 50MM followers on Instagram and 15.3MM on Twitter.

Burberry says the “majority of traffic” to its website now comes from mobile, its “fastest growing digital channel.” The company also has its own Instagram-style micro-site – Art of the Trench, and was the first big fashion house to “live stream” its catwalk shows.

Read more from BBC News on how brands with higher levels of social media engagement are growing their online sales faster here.

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