The G-STar Raw Tumblr is a great example of a brand using the platform well. Here are a few reasons why:
- Current and topical posts: Right now they're posting streetstyle images from New York Fashion Week on the same day they're shot.
- True to the platform: In particular I think their occasional use of an animated GIF works well for them without being overwhelming or gimmicky. Most of the images have more of the documentary vibe that fits in well on Tumblr and less of a glossed over perfect vibe that most people write off as advertising. They are dropping in the occasional image from a print campaign, but in this case it blends in well and doesn't feel out of place.
- Invitation to collaborate: The tumblr page suggests that others tag their looks with the #GStarRAW hashtag, and they'll re-blog their faves. That's a great way to organically drive attention towards the brand, and I can imagine that a true fan of the brand would be thrilled to have their look featured among the well curated page.
G-Star Raw produces their content internally. They're definitely going to be one to watch for inspiration in terms of fashion brands doing a great job on social media.