new definition of ‘fashion savvy’
Fierce competition in the fashion industry has seen the fight to remain relevant in an increasingly technological world become the survival of the tech savviest.
The fashion industry has been transformed by the technology around us. This has inevitably changed the way fashion is advertised and marketed to consumers. With the number of labels available, branding and advertising is becoming increasingly important in determining the success or failure of a line.
Fashion has become a much more accessible and interactive industry since the introduction of technology. From the fashion journalism sector, to the teenage girl flicking through ad campaigns, it has affected everyone.
Before the use of technology, fashion ads were predominately print based, featuring in magazines and on billboards. This two dimensional experience has been revolutionized, as videos photos and text can now being incorporated into a single campaign. As a result, viewers are exposed to a much more interesting and captivating display. This as a result benefits the consumer and fashion designers alike.
The use of social media to promote brands in the online social sphere is an easy and innovative platform. Fashion designers have harnessed this technology and used it to appeal and attract wider audiences. Brands conversely have begun Facebook pages, Instagram and Twitter accounts in a bid to remain significant in an increasingly digital age.
In addition to the new forms of social media, website designers have worked to create a more interactive and personal online shopping experience.
Burberry was one of the first brands to launch their interactive ad campaign in 2010. The features allow fans to “click, rotate, pause and drag the ad campaign images”, proving a new user experience. The designers described the campaign as a way to let the public “feel a part of what we have created; connecting people though technology, music, the collections, the attitude, and the emotion captured.” The viewer is given an insight into the production of the product, and can experience the brand in the way envisioned by its creator.
Ralph Lauren has also used technology to capture the mothers of young children who are donned in the luxury label. With the RL Gang, the interactive website transports the viewer into the narrated world of the young and the stylish. Viewers are able to follow the characters while purchasing their clothes and contemplating the look on the digital child. With Harry Connick Jr. narrating how could you resist!
Interactive features of the web have transformed the way people shop and interact with fashion designers, ultimately redefining the world of advertising in the fashion industry.
With web 2.0 the Internet links sites, which display similar content ultimately helping the user find what they are looking for or something they weren’t but would enjoy.
With a more connected and interactive media outlet, fashion has become a more transparent and appreciated industry. Can’t wait to see what they think of next…a virtual wardrobe perhaps?