In an industry of erratic consumer demand and short product life cycles, marketing in the fashion industry is a tough terrain to conquer. Add to that a highly fragmented social media landscape and you face a task that that may resemble Mount Everest. Believe it or not, there is a way to scale this beast. The term "SoLoMo" has been coined to refer to the incorporation of a social, local, and mobile marketing strategy. By combining the three you can create a strong customer community and brand advocate base.