Many people consider the heyday of fashion to be when the Anna Wintours of the industry handpicked trends and published them in their 500-page-thick September issues. Exclusivity was at an all time high, as A-list actresses sat front row at New York Fashion Week while wannabe fashionistas stood outside, desperate for a glimpse of that season’s collections. Today, those wannabe fashionistas have become powerful influencers, and anyone can stream their favorite couture shows online.
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.
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, and Instagram especially, have made the often mysterious and exclusive world of fashion more personal and accessible. Instead of reading letters from the editor, consumers are getting an inside look into the minds and lives of fashion’s most successful designers. Before the age of Instagram, most fashion followers could not connect big brand names like Gucci and Louis Vuitton with anyone in particular, but now, designers like Alessandro Michele and Nicolas Ghesquière have become celebrities in their own right.
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.
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.
Tibi designer Amy Smilovic shares fashion insight via her Instagram captions
Simple product announcements are no longer newsworthy; there needs to be a story that gives customers a reason to pay attention. The digital revolution of fashion has created a simultaneous surge of humanity, breaking down fashion’s cold exterior to highlight the innate artistry and passion that keeps the industry thriving. Getting a backstage look into the imaginations and inspirations of fashionable creatives is just one of the many gifts that social media has granted fashion devotees. For a member of Generation Z who dreams of working in the fashion industry, it seems that, today, we are living in the heyday of fashion.