Solange Knowles

The Impact of Social Media on Black Fashion Brands


Dec. 25 2023, Published 2:38 a.m. ET

Every race and culture holds a story. This story is hidden in their songs, in the way they speak, in their ideals and dreams — and yes, in their clothing.

From the very beginning, Black people have had a distinctive clothing style. They love bold colors and detailed, distinctive patterns. They refuse to fit in. And as the world shifts, more and more Black designers have stepped into the limelight with their unique creations and brands.

It wasn’t always easy, however. In the past, Black designers and brand owners had to wait for the big names to spot their creations. In a white-dominated world, this was next to impossible.

But with the recent shift to the digital space, things are looking up for Black creatives. Social media has played a huge role in this shift, making the future of black-owned fashion brands brighter than it has ever been.

Three Ways Social Media Has Impacted Black Fashion Brands

Social media isn’t only a platform to waste time on. For business owners, especially those in minority groups, it presents a huge opportunity to take initiative and market to a much wider audience.

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Social Media Has Opened a Way for Diverse Cultures to Market Their Goods

There are currently 4.8 billion social media users worldwide. Many of these are Black, Asian, indigenous, and people of color. With social media, it has become easier to reach other parts of the world unreachable through traditional marketing.

This spells excellent news for Black-owned fashion brands. With followers and fans in every part of the globe, it’s easier to reach people who share the same stories, cultures, and styles.

Social Media Allows Black-Owned Fashion Brands to Take Credit for Their Work

Posting on social media is unapologetic. It takes up space. It gives the clear message, “I am here and I deserve this.” Hugely, social media has done this for Black creatives in the fashion industry. It allows them to showcase their best work. It lets them take pride in what they have done. It paves the way for conversations to light up between them and those who see and love their work.

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If the past and traditional marketing were shrouded in doubt for black-owned fashion brands, the new era of social media allows creatives to step into the spotlight and take credit for their time and talent.

Social Media Provides Cost-Efficient Marketing for Black-Owned Fashion Brands

It’s not a secret that traditional marketing is costly. The cost of a print ad can be anywhere from $2,000 to $160,000. But social media marketing is different. Smaller brands with tiny marketing budgets can start with organic content, simply putting their creations out there for the world to see. Even sponsored content is cheaper than traditional marketing, costing a few cents to a dollar or two per click.

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Social Media: Starting Conversations Across Cultures and Fashion

So many people see social media as a bad thing, but it’s not. When used in the right way, it can be a harbinger of change. It can propel hidden talents to the spotlight, bring creatives the attention they deserve, and start up a conversation about the stories and tastes embedded in every culture across the globe.

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