Social media is behind the new fast fashion revolution New York: New York Fashion Week this season has put "click and buy" on the map, revolutionizing the antiquated global fashion calendar with clothes that now can be ordered straight from the catwalk. For more than 100 years, the world of high fashion has been divided up into four seasons -- spring/summer, autumn/winter. Designers debut their collections at fashion week, fashion magazines write them up and go to print a few months before the clothes are available to buy in boutiques -- six months after they first grace the runway. But gone are the days when only magazine editors, socialites and the in-crowd grace a fashion show. That means that high-end clients no longer want to burn thousands of dollars on an outfit that has been plastered all over the Internet for six months. "The younger customer does not want to wait any longer, they want to see it and wear it that day or the next day. Difficult challenge But Cohen said it would be tough to enact change.
Luxury Daily Since fashion bloggers arrived on the scene about a decade ago, they have gained influence and grown to be leaders in the industry, says a new report by Fashionbi. As these bloggers gained an audience, brands began to partner with them for advertising campaigns, events and other marketing efforts. While it may seem that fashion bloggers are losing their luster, they still have large followings that can rival magazines, creating an opportunity for luxury brands to reach a large, fashion-focused audience. "The craze for fashion bloggers has only increased and how," said Ambika Zutshi, CEO of Fashionbi, Milan. "Now, bloggers have really gained 'celebrity status' for themselves," she said. "The trend is only growing; just that bloggers are now the brand ambassadors and celebrities and vice-versa; just the terminology and categorization is changing." Fashionbi’s “The Influence of Fashion Bloggers” report breaks down the top online influencers by country. Dolce & Gabbana Light Blue effort
Celebrity Power and Its Influence on Global Consumer Behaviour Why buy this report? Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Celebrities have come to play a major part in modern culture For many people, film and TV stars, athletes, pop stars, the royal family, chefs and business tycoons serve as arbiters of taste, morality and public opinion, thus impacting on buying behaviour. Celebrities range from globally renowned A-listers to reality TV stars, who sometimes become an overnight success through appearing in shows such as The X Factor, Big Brother, Masterchef or on MTV. The phenomenal growth of social networking has also spawned a plethora of self-styled celebrities, who have made a name for themselves on video-sharing websites; sometimes without any discernible talent. Companies exploit the power of celebrities and employ them to advertise just about everything. While most apparent among the younger generation, celebrity influence exists across all age groups. What this report includes
Fashion brand offers discounts based on a shopper's social influence Marketers have long known that consumers vary widely in terms of their influence over others, but today’s social networks are making those differences plain for all to see. Aiming to zero in on the shoppers with the widest social clout, Company Name is a California-based fashion brand that offers its customers discounts depending on the number of friends, followers or fans they have on popular social networks. To continue reading this article, and 6,700 more, sign up for If you're already a member, log in to keep reading.
Shift in Power: the Blogger and Vlogger Influence on the World of Fashion | Huffington Post Zoella, Sprinkle of Glitter, Inthefrow, That Pommie Girl; these are all names that are currently having an impact on the world of fashion, and with hundreds of thousands (sometimes millions) of adoring fans it’s no wonder PR companies and brands have switched on to promoting their products through them. However, because of this, there has been a real shift in power when it comes to bloggers and vloggers and they are now celebrities in their own right with real influence over what people buy. Zoella (Zoe Sugg) is the strongest example of this. This shift in power, from the usual advertising platforms to those talking into a camera lens, is a trend dominating the fashion industry currently. When Company magazine enlisted the online star for a cover photo, the magazine enjoyed an 87% increase in web traffic once Zoella announced it to her followers. Lydia Elise Millen is a good example of one of the many bloggers who works closely with fashion brands.
Why You Should Mark Fashion Revolution Week By Making Your Own Clothes | Huff... Our attitude to clothes and fashion is frivolous - it’s estimated that the average British woman is hoarding £285 worth of clothes she will never wear. Fashion trends are moving ever faster and the rise of social media means we feel the need to keep up with the extensive wardrobes of celebrities, bloggers and peers whether we need it or not. But I think it’s about time we started to slow down. Fashion Revolution is highlighting the importance of understanding where our clothes come from and most importantly being who made them. While work must be done to force retailers to understand where their clothes are being made, we shouldn’t have to support their ignorance. For many people sewing and the idea of making your clothes is still something associated with grandparents and years past. Sewing your own clothes allows you to take back ownership of your wardrobe. The best thing about sewing is that it makes you think about what you really need.
The Branding Power of Fashion Bloggers What do fashion bloggers Chiara Ferragni, Nicole Warne, Aimee Song, Leandra Medine, Garance Dore and Emily Weiss have in common? All are known names in the fashion sphere and all wield enough branding power to influence many millions of consumers. Just recently, SocialBro found that the most influential fashion bloggers had more sway on consumer purchasing decisions than some celebrities and internationally recognised fashion brands such as Vogue. With millions of followers on Twitter and visual rich social media platforms such as Instagram, fashion bloggers do influence the way women and men shop. Fashion bloggers with millions of followers have the power to drive traffic and conversions when fashion brand links are placed on their blogging sites. It is estimated that a collaboration of River Island with Man Repeller could expand River Island’s audience by 223%.
Fashion blogging is creating a new era of influencers You don’t have to be Paris Hilton or Anna Wintour to have a say in the fashion world anymore. Nowadays, “regular” people from all over the world are becoming the biggest voices in fashion, and it all starts with a fashion blog. With hoards of Twitter followers, Facebook likes and tons of traffic, fashion bloggers are fast becoming fashion influencers — a title, in the past, that was only given to celebrities. Even top designers and major labels are buying into this, requesting fashion bloggers to be at the front row of Fashion Week and other star studded events. This movement is creating a new breed of entrepreneur; where a simple love of fashion can be flipped over into a business. The Companies Thanks in part to the power of social media, blogging has transformed from a personal hobby into a valuable asset for brands. For brands, this means tons of exposure for a small price. While talking about her fashion line, designer Norma Kamali states: The Bloggers Tavi Gevinson
Research Paper – Beliefs, Attitudes and Values Theory (Rokeach) – Adi Abstract This analysis explores the Beliefs, Attitudes and Values theory that was developed, extensively researched and published by Milton Rokeach in 1968. The theory indicates that a person’s beliefs, attitudes, and values must be in harmony with one another and are interconnected with one another, and further explicates the importance of each aspect in the art of persuasion. The theory is also important because it proposed a solution to the attitude-behavior discrepancy issue. This review identifies and judges the perspective of this theory, and subsequently evaluates the theory on the overall. To conclude, a practical approach of the Beliefs, Attitudes and Values theory in a specific communication scenario is examined. Introduction The power of effective persuasion in the 21st century, can never be underestimated. For example, take the case of the mobile phone manufacturer Nokia in 2012. Description of Theory Beliefs, to put it simply, are perceptions that something exists or is true.
Social Goods | H&M's Diverse Ad, Modelling Gender Pay Gap, Women in Top Jobs | Social Goods | BoF "H&M’s Diverse Advert Mirrors the Real World. Shame the Ad Industry Doesn’t" (The Guardian) "All types of women feature in the TV ad, but are campaigns such as this having any effect on the industry that creates them?" "Top Modelling Agent Says Male Models 'Suffer Big Pay Gap' Compared to Women" (BBC News) "Male models are being paid up to 75% less than women, according to a top modelling agent." "Retailer George Davies: 'Promote More Women to Top Fashion Jobs'" (BBC News) "Mr Davies, founder of clothing retailer Next and behind the George at Asda label, says more needs to be done to promote them to director level." "Pressure Mounts to Reform Our Throwaway Clothing Culture" (Yale Environment 360) "In the U.S. and around the world, a growing number of environmentalists and clothing industry executives say it’s time to end the wasteful clothing culture and begin making new apparel out of old items on a large scale."
Who Are the Fast Fashion Leaders And Why Does It Matter? Recently Sourcing Journal quoted John Thornbeck, chairman of Chainge Capital, that Fast Fashion is the rapid translation of design trends into multi-channel volume. Fast Fashion may be the most important disrupter in the retail industry today. He also said that disruptive innovations, or product or services, that transform an existing market by introducing simplicity, convenience, accessibility and affordability, have the most positive impact on a company. Zara, Inditex’s leading brand, has been a groundbreaker in bringing new fashions, new designs, and new ideas quickly to its stores. Zara has managed to make clothes that are not only affordable, but also on top of the latest trends. The idea of moving merchandise quickly from the designer’s table to the retail sales floor has influenced the entire global retail industry and attracted competition. The benefits are huge. New entries in Fast Fashion will challenge the industry again.