Fashion Industry – Creating Content and Clothes
The fashion industry has embraced the web and social media in a variety of ways. And, for an industry that has a rep for pretty much being the snotty girls in high school that don’t really want to let anyone who’s not the “real deal” into their tight little clique, the industry as a whole has really done a 180.
The year in fashion thus far in 2010 has proven that the industry not only gets its consumers but, in a surprise move, it actually wants to attract even MORE of them. As a result, brands are incorporating innovative ways to reach them into their marketing efforts. Jimmy Choo was not the only brand to use Foursquare, but it might have been the most creative – and resulted in women running all over London on a shoe treasure hunt. I expect we’ll see lots more location-based focus as brands work to actually drive foot traffic to brick and mortar stores.
By the fall of 2010, the majority of the labels live-streamed their shows (up from only two in the spring) and Fashion Week moved beyond the realm of exclusivity and into the worlds of consumers around the globe.
In addition to live-streams and other tactics, many brands released short films like this one, produced by Chanel’s Karl Lagerfeld.
Brands used Facebook, Twitter, Twitpics and even a variety of iPad apps to stay in touch with and, even more surprising, actually listen to their respective audiences. Ann Taylor’s Aloft campaign was a great example of how the brand took consumer feedback posted on their Facebook page, immediately acted upon it, and really took the words “community” and “engagement” to new levels.
Online retailers have upgraded their online catalogues to create more of an “experience” for shoppers and also to include high quality video and other content. In fact, during London’s Fashion Week, Burberry’s Christopher London noted on Twitter that Burberry is “now as much a media-content company as [it is] a design company because it’s all part of the overall experience.”
I think that just about says it all — the fashion industry as content creators. When you think about it, aren’t we all trending that way?
It is great to see something that was once exclusive spread to the masses. I think it will add to the longevity of brands as well as foster creativity.