Maddie Raedts is founder and Bcc of IMA || Global social media manager for fashion
If the fashion season brings new looks and trends, a theme never goes out of style: the long run of Fashion Week. How can the weekly display of fashion momentum stimulate innovation and differentiation about repetition, and what is the role of the virtual in all this as new behaviors and technologies emerge?The pandemic has brought these problems to a new attitude as others reconsider the accessibility and visibility of the podium on a global scale.
In these questions, the preference for more applicable and attractive reports is palpable. Given the restrictions on travel and giant gatherings that triumph around the world, it is transparent that Fashion Week occasions want a makeover, and quickly. Virtual engagement with the public, influencers are a driving force in changing the course of fashion occasions and are waiting behind the scenes for their ability to improve seasonal fashion shows in more than one tactic.
Influencers have already become fashionable for the better.
For more than two years, the presence of influencers has had an effect on the way everyday consumers interact with fashion. Through content that democratizes the Fashion Week experience, influencers have approached their audience to exclusive and VIP reports that, until recently, were reserved for buyers and the press. In addition, many influencers covering an occasion offer consumers a multi-level vision and a broader attitude about what they see in a given program.
But this year, influencers have been largely absent from the equation, affecting not only the customer experience, but also the earned media of fashion logos. Vogue Business puts it in numbers: they report that Saks Potts reached a earned media price of only $176386 in August 2020 compared to $469047 in 2019 thanks to the lack of influential people on their occasion of Copenhagen Fashion Week, and they are not the only logo that has suffered such losses.
These figures show how influencers really have an effect on fashion conversations and to get the attention of logos. Of course, influencers do more than attract viewers. If they have freedom, they can revitalize a logo with new cultural relevance by representing the logo in a more community-oriented way and helping logos adapt more to a virtualized world.
Fashion brands want to rebuild the visual experience.
Influencers are adaptable: not only are they quick to provide content, but they are also aware of the behaviors and considerations of their communities. In June 2020, Aniye By held her fashion show for a single guest in person: macro influencer Chiara Ferragni. The screen aspired to be an intelligent interpretation of how the virtual can connect brands and their audience remotely, and share it with an audience everywhere through ferragni’s Instagram story lens. With Ferragni as a proxy, consumers were able to practice delight closely.
Aniye By’s exhibition can demonstrate how brands can bring the public closer to a classic Fashion Week exhibition despite the situations imposed by the pandemic. But fashion has the possibility to be even bolder, claiming the delight of new channels and online audiences, providing completely new tactics to participate.
Burberry presented in particular its London Fashion Week exhibition on Twitch, a live streaming platform aimed primarily at game content that has expanded to a general audience. This technique pushes Fashion Week beyond the borders of the host city. Smaller brands that would not otherwise have access to host Fashion Week exhibits, either locally or abroad, also broadcast their exhibits live to get attention.
Live streaming, in particular, is a channel that feeds on feedback and collaboration from creators; Partnering with leading creators on YouTube and Twitch can be a natural way to expand and act as an intermediary, for example, by asking designers questions.
Use creativity to advance the logo.
The odds are endless when it comes to how influencers can boldly reinvent the revelation of a collection. Gucci’s Fall/Winter 2020 collection lookbook designed through the brand’s models; What if brands used the creativity of influencers (or their audiences) to create their own lookbooks that lived on social media?
It’s just a concept of how fashion logos can reinvent the delight of Fashion Week with logo relevance, track existing customer behaviors, and enable more participatory delights. reflect a plurality of revelry.
One of the biggest limitations of the fashion industry has long been the lack of diversity. Target-oriented brands such as Rihanna’s fashion line and good looks, Fenty, have reshaped the industry by putting inclusion at the forefront of its mission, adapting to other skin tones, frame types and more. By participating with influencers, brands can tame a more diverse audience and assume a duty to provide more inclusive designs. Consumers are in a position to call the emperor’s new clothes and the brands adopt it.
While fashion brands continue to wonder how to instill the virtual more productively in product displays and fashion shows (or even if they want multiple shows on the catwalk during the year, small brands resort to seasonal collections), influencers can help them locate their place. brand in the industry in recent years, influencers are able to lead brands towards a long-term fashion, helping them to evolve more towards new customer desires and differentiate themselves through virtual technology.
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Maddie Raedts is co-founder and Bcc of IMA || Forbes 30 Under 30. Read Maddie Raedts’ full profile here.
Maddie Raedts is co-founder and Bcc of IMA || Forbes 30 Under 30. Read Maddie Raedts’ full profile here.