Over the past two years, we’ve noticed some non-clothing brands evolving into streetwear and fashion companies. This trend is partly due to COVID-19 and everyone being quarantined. Accordingly, consumers started purchasing more comfortable clothing as many worked from home, and (drumroll please), businesses accelerated the use of social media as a marketing strategy, as everything went online. In addition, the pandemic drove a huge demand for uplifting, positive messages from social media and brands, as people tried to escape their own circumstances and negative news from around the world.

Different business types and influencers looking to expand their brand equity evolved into popular clothing brands. Some of the brands following this trend include The Mayfair Group, Lonely Ghost, TwinFlames, and SET ACTIVE.

The Drop Format

All of these brands follow what’s called the “collection-and-drop” method. This means they only create limited qualities of their collections. They create hype on social media before the collection drops, and release the collections on a specific date/time. Typically in a drop format, once an item or collection sells out, it doesn’t come back on the market for at least a couple of months, if at all.

These brands adhere to this format for three key reasons. First, this creates buzz in the market as limited availability creates a sense of scarcity. Consumers race to get on the brand’s website at the time the collection goes live. Second, these companies are trying to combat fast fashion by creating high-quality clothing in limited quantities. Third, this marketing strategy creates a community effect. Consumers with an affinity for a brand follow, engage, and network via the brand’s social media.

Let’s dig into the examples I gave earlier a bit more deeply.

The Mayfair Group: Masters of social media as marketing strategy

The Mayfair Group started as a marketing agency but pivoted its business model into a fashion brand based on what its community and customers wanted. Prior to this pivot, The Mayfair Group provided social media strategy, branding, and public relations services to other businesses. Even then, the CEO and the company were known for communicating empowering themes and stories on its social media. Just before the pandemic, The Mayfair Group launched its own line of merchandise, putting those empowering messages on clothing and other merchandise.

Sales of its merchandise skyrocketed as consumers looked for both comfortable stay-at-home clothing and positive messages amid the pandemic. Within a year of the shift, the company began focusing solely on its fashion brand. It continues to use social media as a critical channel with its customer base.

Lonely Ghost: From Facebook Group to clothing line

Social media influencer Indy Blue created a Facebook group and community called Lonely Ghost. Based out of Utah, Indy Blue started as a videographer known for her travel videos on YouTube and Instagram. She became a blogger soon after, which led to an increase in her popularity and followers. A couple of years ago, she created the Lonely Ghost clothing brand built around the theme of “love.” In fact, this brand popularized the motto, “I love you, say it back.”

Releasing different collections and drops based on this love theme, the brand experienced such success that it opened a physical retail store in Utah called Ghost Grocery. It’s part clothing store, part art installation, and 100 percent unique just like Indy and her Lonely Ghost brand.

TwinFlames: From influencers to ethical merchandisers

TwinFlames is a streetwear brand co-founded by Keaton Milburn and Nat Braun, who are best friends and popular social media influencers. The story behind the name is about their close friendship bond–the idea of finding your “twin flame” in the world.

The brand also has a strong mission to only create clothing that is ethical, sustainable and made in Los Angeles. To accomplish this, the company sells limited quantities of each collection. Once sold out, the stock is usually not replenished.

SET ACTIVE: Building community with clothing

SET ACTIVE is an athleisure brand that quickly became popular for its unique colors, styles, relationships with influencers, and use of social media. Founded in 2018 in Los Angeles, SET has taken over the athleisure landscape. It has also won the hearts and minds of consumers with its focus on community and diversity. This follows the personal mission of its founder and CEO, Lindsey Carter.

Similar to other brands mentioned above, SET focuses on limited quantity drops and collections, using social media to create hype before a new collection drops. The firm also actively reposts on its Instagram stories when influencers and celebrities wear their brand. Unfortunately, its success has born many competitors anxious to copy its designs, styles, and colors.

Social Media as Marketing Strategy is powerful for all brands

The theme that connects all four of these brands is primarily using social media as their marketing. Each of these examples used social media and an initial base of followers and community as a foundation for new business endeavors. Without social media and a strong social media presence, these brands wouldn’t be where they are today.

However, it’s not just for cool fashion brands. Social media is a viable (and often required) marketing strategy for nearly any business, especially those targeting Gen Z and Millenials. What can you and your business learn from these examples? At the very least, you can start building a stronger social media presence on the networks where your target customers are following, engaging and purchasing from companies just like yours.