Bloomingdales & Social Media

While researching for my semester-long project covering Bloomingdales’ Brand Success, I came across a very interesting and eye-opening journal article titled, “The Impact of Social Media on the Fashion Industry,” written by Iris Mohr. Mohr discussed this social media impact, stating, “social media is now viewed as an opportunity to improve customer relationships and to ultimately capture a larger audience” (Mohr 3). After researching Bloomingdales use of social media, I have come to the conclusion that the company does, in fact, do this to improve customer relationships and capture a larger audience. 

Bloomingdales Twitter

Through focus groups, my thesis of Bloomingdales’ brand success was reassured. This is that Bloomingdales successfully connects with its customers through social media (i.e. Facebook, Twitter, Instagram), therefore expanding their audience and strengthening their brand as a whole. With 305K followers on Twitter, Bloomingdales is able to connect with their audience in a matter of seconds. Mohr states that, “when WOM (word-of-mouth) travels on the Internet, it can be viral and most powerful, regardless of whether the information is good or bad” (Mohr 4). This is definitely true for Bloomindales, and luckily for them, it is always great information! Just in Bloomingdales’ past few tweets, as shown in the image to the right, they are immediately connecting with customers in San Francisco, Chicago, and Los Angeles. Additionally, their Instagram page, with 281K followers, connects with audience in a light-hearted way – the way friends would connect, commenting, “Let the Netflix binge begin!” Bloomingdales is clearly on the path to success.

Bloomingdales Instagram Picture

Mohr, Iris. 2013. "The Impact of Social Media on the Fashion Industry." The Journal of Applied Business and Economics 

                 15.2. http://search.proquest.com.ezproxy.rollins.edu:2048/docview/1503076781?pq-origsite=summon