well looks like it’s a new year! and with a new date on the calendar came a few questions regarding change and innovation.
i was reading this super interesting article at Forbes about how the digital take-over and social media have become such an interesting and urging topic in the field of fashion: design, business, promotion, sales – it’s all coming to one question “can i get it… NOW?”
_first there was desire and secrecy – only the selected few went to fashion shows, no sharing so no way of knowing what would come up to stores six months later, then people copied (with the proper delay) those wonderful trends, colors and shapes.
_then came fast fashion. story goes, Zara started sending “spies” to shows, who then would copy what they saw, produced and put it in stores before the brands could blink an eye.
_what about NOW? shows became huge successes on Instagram and Snapchat, they also became major events – compared to rock concerts – and not just for professionals and celebrities. people can see the shows wearing Pj’s at home and sometimes buy a few items as they watch them go through the runway. this interactive, now-trend is turning tables and making fashion weeks question about what to do and where to focus, as brands need to sort how to keep up interest and boost sales while maximizing the advantage of web-democratization.
this will certainly demand for different and new ways of working and connecting to consumers and viewers – something that might prove itself quite expensive for the small brands and upcoming designers.
but on the other hand, we can also regard this as an opportunity:
_everyone has a smartphone and is building up their social media, in some way, so maybe there might be a few interesting and fun ways to promote one’s work without having to leave the studio or invest too much on lookbooks, advertisement and PR work – check what Molly Goddard did, for example.
_if people are demanding their clothes in the now, that might also mean that they’re starting to appreciate exclusivity and uniqueness, which might account for what Li Edelkoort said about clothes becoming more personal than ever before and might come in handy for those interested in working/experimenting with crafts like knitters, weavers et al – making space for their products to reach a bigger audience through social media and online selling platforms like Etsy.com.
_this new possibilities also urge for new ways of doing business in the fashion industry – so one can work on the studio one-off side of it, one can come up with different and new business models that will cater to these consumers while making it possible to invest as one goes and might avoid for too much sampling and stocking up, there are A LOT of possibilities – it’s about combining your creative and artistic features, showing off what you do, get attention and delivering your products… NOW.
So, I’d say, there’s hope and opportunity in this digital-now thing that is going on, and if I might add, it might also contribute to a change in mindset since the products can start to become more appreciated, and features like who made them and how they were made can turn out to be some of the most important for, at least, some consumers.
or maybe this is plain wishful thinking. we’ll see.