The job of Community Manager in the fashion industry has only recently come into being. It was born with the expansion of social networks as major communication media for major fashion brands. In thisISAL ParisWe're going to help you understand the main tasks of a Community Manager, as well as the path you need to follow to become one.
What are the tasks of a fashion community manager working for a luxury brand?
In short, the fashion community manager is in charge of spreading the brand's image on social networks. To begin with, it's essential that the community manager knows and understands the customer base - or, in other words, the target audience. the community on social networks - of the brand. He keeps an eye on everything that's being said about the brand.
Leading luxury brands now pay particular attention to developing their communications on social networks. The fashion community manager works to ensure that the brand's reputation and image of excellence are maintained. He or she is the true spokesperson for a fashion or luxury brand. It's through him or her that younger customers, who spend a lot of time on Instagram, Snapchat or Facebook, will identify with the brand, and even make it their own.
What's its role?
In addition to managing the brand's subscriber communities, the fashion community manager also enables the brand to analyze consumer behavior. As new ways of communicating spread, brands are constantly on the lookout for new communication ideas on the web. In this way, the community manager can work to develop new distribution strategies on social networks.
As a community manager, your main role is to strengthen the links between customers and the brand you work for.
Another essential quality that may seem obvious, but is worth remembering: impeccable spelling! In the luxury sector, content quality must be of the highest standard. In fact, in addition to possessing indispensable writing skills, you need to be highly concentrated, constantly rereading your work to avoid the slightest error, even a typo! Internet users and the communities of the major luxury houses are uncompromising, and won't let anything slip through the cracks!
What are the main qualities needed to become a community manager in the fashion and luxury industries?
Being behind a screen all day long no longer means not communicating at all. In fact, to work as a community manager in the luxury and fashion industries, you need to have great interpersonal skills.
Every brand has its own identity. As a result, the tone used on social networks can vary. In the fashion and luxury sector, it's not necessarily about being friendly or humorous. The image of prestige and excellence remains the order of the day.
Depending on the brand, you'll need to be diplomatic, polite and cool-headed. As you know, certain publications posted on the networks can set an entire community ablaze. It's your job to make sure they don't get out of hand, and to constantly control the image conveyed by the brand on social networks.
The more prestigious the brand you work for, the greater the speed with which a product or collection is launched, the less you'll be able to control every message about it. So, while you need to be attentive to what's being said, you also need to be imaginative.
To give you an example, sometimes a well-known influencer on Instagram will put the spotlight on a product, giving it a different image than the one originally decided by the brand. Rather than panicking and trying to counter this image, the community manager can then use it as a strength. Fashion and luxury brands have understood that sometimes, an influencer, a blogger or even a simple Internet user can be an extraordinarily beneficial source of communication!
What training do you need to become a community manager?
New professions require little or no training. Recruiters prefer students with long studies (bac +5), in journalism or the humanities. In recent years, however, a number of new courses have been launched, including specialized Masters degrees and bachelor's degrees from business schools.
If you want to become a community manager specializing in fashion, recruiters will ask you for knowledge of the luxury and fashion industries, in addition to your social networking skills. In this case, you could very well consider doing a bachelor's degree in fashion and luxury professionsthen head for a master's specialized in digital professions.
