According to Daniel Marks, Chief Creative Officer of The Communications Store, “The only thing that hasn’t changed about [public relations] is that it’s about relationships and about trust.” The digital sphere has completely shifted what consumers expect and how they interact with the fashion industry. The surplus of options paired with easier access to shopping than ever before fosters an environment that embraces customer buying power. The concepts of real-time buying and one-click ordering capitalize on the essence of e-commerce, streamlining the process of seeing a cute outfit on Instagram and having it in your closet within the week. But in fashion, social media is for much more than shopping.
"The only thing that hasn't changed about [public relations] is that it's about relationships and about trust."
Social media allows designers to showcase their works of art while retaining a level of narrative control, in addition to providing a platform for direct interaction with customers. On Sunday mornings, Amy Smilovic, founder and creative director of Tibi invites her 21.7k followers to ask her questions, which she answers on her Instagram Story throughout the week. That level of personal connection was never possible before, giving consumers the chance to become loyal brand fans with an emotional connection to their mission.