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How social media is transforming the fashion industry

How social media is transforming the fashion industry
Image copyright Brooklyn Beckham/Burberry When Brooklyn Beckham revealed on his Instagram feed that he would be photographing Burberry's latest fragrance ad campaign, the outrage was palpable. Commentators rushed to criticise the fashion house's choice of the 16-year-old son of David and Victoria Beckham for the shoot, instead of an established industry professional. "Insulting to every artist out there"; "completely disrespectful to the artist community"; and "so tired of these celebrities buying their kids into everything" were some of the printable reactions. But Burberry boss Christopher Bailey suggested it might have been Brooklyn's 5.9 million Instagram followers, rather than his parents, that got him the gig. "Brooklyn has a really great eye for image and Instagram works brilliantly for him as a platform to showcase his work," he said. Image copyright Brooklyn Beckham / Burberry Model behaviour The influence of social media has also rapidly changed how models are chosen.

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Ethical fashion brands target mass market BERLIN Consumer concerns about poor working conditions in Asian factories and toxic chemicals used in fabric production are driving interest in ethical fashion, helping it start to appeal to a broader market. The collapse of an eight-storey garment factory in Bangladesh last April that killed more than 1,100 people drew global attention to the perilous conditions endured by many workers in Asia's garment industry, which supplies big Western retailers. Since then, labour unrest over working conditions has plagued the sector in Bangladesh and Cambodia. Social media by the numbers: the big fashion week trends - Fashion & Mash With the autumn/winter 2016 fashion week season now behind us, it’s time to run the numbers, crunch the stats and crown the social media winners and losers of the month. Or try to… Conflicting data and contradictory reports on brand statistics are published daily during New York, London, Milan and Paris, making it increasingly difficult to compose an accurate picture of exactly what’s what. But, equally they enable lots of thought around social media trends in general and which way the industry is moving with what it uses, favours and finds the most success on. Given the hot debate currently underway around whether designers should move to in-season, consumer-facing shows or not, lots of this sort of information counts.

Asos loyalty scheme to put focus on engagement as well as purchases The ‘Rewards’ scheme, which was trialled last year, will allow customers to build up points on purchases that are converted into vouchers for use on the site. The scheme will also reward customer engagement, according to CEO Nick Beighton. If a customer, for example, posts a photograph of themselves on Instagram in an Asos outfit with the #asseenonme hashtag they will earn points.

Going forward with the GST in fashion - Fashion The introduction of the new tax system is expected to have an impact on style. YOU can always count on certain fashion items to remain as staples over the years. One very good example is the classic “little black dress” that every woman surely has in her wardrobe. That said, not everything stays the same. The cost of looking stylish, for instance, goes up as time passes. While a change in prices is nothing extraordinary as a gradual inflation is to be expected, a sudden increase can be daunting. How fashion brands are taking Instagram from gimmick to strategic London Fashion Week is officially kicking off tomorrow (18 February), which can only mean one thing – fashion brands are working overtime. Besides putting the final touches on runway frocks, these days social media campaigns are equally as important. After all, a well-landed social campaign can see any fashion brand hit headlines, create a buzz as well as result in coveted consumer engagement. This year, Instagram seems to be the fashion world’s platform of choice. Figures by digital marketing agency Greenlight show that there have been 5,602 Instagram posts using #LFW2016 in the month leading up to London Fashion Week 2016, compared with 1,178 Twitter mentions over the same timeframe.

Has Social Media had a Positive Impact on the Fashion Industry? In 1870, clothier Charles Frederick Worth was pay-rolling over 1,000 employees, and was manufacturing several hundred garments to be sold each week. Commonly regarded as the founder of haute couture, the hard-toiling Englishman was the first recorded individual to sew his own label in each garment, thereby constituting the earliest form of a clothing brand. Worth’s marketing strategy was built around word-of-mouth, there were no sponsored tweets or Google smart ads that brands of today benefit from. Worth was also known for preparing several designs for each season, which were shown off by live models to select clients of the Worth brand. These were formative times for the fashion industry as we know it, and examining practices of the late 18th century allows us to understand how social media has positively impacted the modern industry.

Fashion Brands Strike a Pose for Instagram eMarketer estimates that the number of US Instagram users will rise 20.9% to total 77.6 million this year, or 43.1% of social network users, about three in 10 internet users and nearly one-quarter of the population. By 2019, the Instagram audience will reach 111.6 million, representing 55.8% of social networkers, more than one-third of the population and over four in 10 internet users. Based on recent research, fashion brands are taking advantage of increased interest. According to data from L2 Think Tank, the number of US fashion brands that adopted Instagram rose 11% year over year in Q2 2015 to reach 96%, putting usage above Twitter’s 94%. The study noted that plummeting organic reach on Facebook is one key reason for heightened Instagram usage, as retail brands have turned to the Facebook-owned photo- and video-sharing service to reach consumers organically instead. As such, among the 79 brands studied by L2, the number of Instagram followers leapt 160% during the research period.

Social Media Effect on the Fashion Industry Instagram, Pintrest, Tumblr and many other apps are highly used today to sway how one understands and captures fashion. The photo apps are geared toward the younger generation. The reason for their success relies on their ease and their instantaneous qualities. For a generation that lives in a face-pace world, convenience and quickness is key to success. According to Sherman and Smith, Instagram is one of the most innovative apps created for fashion and photography lovers and he includes, “the most popular photo revival software is Instagram available for iPhone you can load images from your photo library or from your iPhone and create stunning artistic compositions. Images are re-developed (digitized) replicating past analogue processes, before your very eyes, complete with original mechanical sounds of the Polaroid camera,” (146).

The Unexpected Costs of Being a Fashion Blogger Fashion blogging sounds like a pretty sweet gig, right? How fun would it be to sit front row at the shows, be flown by brands to exotic locales for events and spend a good chunk of your time playing dress up while your boyfriend snaps photos of your outfit combinations? And while fashion blogging is all of those things in the eyes of many, it's also a profession for a select few. As one rises up the blogging ranks, the job becomes a job -- with real responsibilities. And a significant amount of expenses.

Are ‘See Now, Buy Now’ Shows Driving Sales? LONDON, United Kingdom — The fashion industry’s “see now, buy now” experiment is underway. Over the last few weeks, brands including Tom Ford, Burberry, Tommy Hilfiger and Ralph Lauren staged their first shoppable runway shows, enabling customers to buy their collections immediately after they debut on the catwalk, with the aim to translate the interest and excitement generated by runway shows into sales. BoF spoke to key brands and retailers to gauge the impact of the “see now, buy now” shows in the hours, days and weeks that followed, with some reporting sales spikes immediately after the runway shows. “We had our largest Tom Ford day of the year immediately following his New York show,” revealed Joshua Schulman, president of Bergdorf Goodman and Neiman Marcus Group International.

Outlook 2015: Challenges and opportunities One of the biggest challenges – and opportunities – facing the apparel industry in 2015 is how best to embrace the omni-channel retail model, improve the shopping experience, and respond with new supply chain solutions. The changing profile of consumers in Asia is also likely to impact consumption and production, while global compliance and factory safety will continue to be a focal point. Tom Nelson, VP global product procurement, VF Corporation:Global compliance and factory safety will be a huge focal point. With all of the problems our industry has faced with Rana Plaza and Tazreen most, if not all, brands and retailers are stepping up their level of expectations for the factories - not only for the general compliance areas, but also in facility safety issues.

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