Fashion is changing faster than ever before. In the age of information and social media, there are new challenges to overcome and rewards to claim. This new era has shaken the stagnant fashion industry up, but at what cost?
Is all this connectivity helping or hurting the fashion industry?
Instagram Killed The Fashion Star
The fashion magazine and fashion runways have been overshadowed by the fashion influencer. Anyone with a large social media following can influence the buying decisions of their audience. What was once the hallowed ground of big brands with the money for advertising and publication is now open to anyone with a smartphone (and some marketing skills).
Although many of the historic brands we know and love have adapted to the changing landscape, there’s been an opportunity for previously unknown brands to rise to the same level.
Attention spans have gotten much smaller so strategies have changed too. Instead of becoming the muse of a fashion designer or working an advertising campaign, popular Instagrammers only have to wear sponsored fashion items in their posts and tag the brand. The supermodel of yesteryear is different, but not gone; social media followings can be the jumping off point for new and popular talent.
The potential for viral fashion trends has also helped the rise of fast fashion.
It’s My Fashion And I Want It Now
The internet and social media have created a direct-to-consumer revolution. The rapid rise of fast fashion can’t be ignored.
The new looks you see live-streamed during Fashion Week can be purchased in real-time. Zara goes from original design to manufacturing clothing in 3 weeks on average. The cycle of fashion trends has been sped up and made much more accessible.
That’s not to say it’s all good though. Fast fashion has become synonymous with disposable fashion. Not only does the increased production create more waste and environmental impact, but low-cost garments are often low-quality and tossed sooner.
Sustainable fashion is on the rise now in direct response to fast fashion too.
Peek Behind The Curtain
Another major shift in fashion thanks to social media is transparency.
Social media consumers love a behind-the-scenes look of their favorite brands: Instagram Stories and Snapchat are made for this kind of thing.
You can also reach out directly to your favorite designers and models, something unheard of in pre-internet days.
This accessibility has pros and cons though. While it can raise brands up to new heights, it can also quickly reveal the cracks in their armor. It can push progressive new trends like sustainability while punishing those who don’t follow suit.
The mystique of fashion has been lifted, but for the average person that’s a positive thing.
The Future of Fashion
One thing is for sure: neither fashion nor social media are going away. That just means they’ll have to continue to co-exist.
Expect to see new strategies for fashion entrepreneurs as social media continues to evolve. Expect to see fashion evolve as it continues to be democratized and accessible by more people.
The digital age has shaken off the rust of the fashion industry, compelled it to think differently, and that’s something to appreciate. We’ll just have to wait and see if that’s a good thing in the long run.
