Before the Internet, the fashion industry relied on photography, magazines and runway shows to introduce collections and designersto the public. After color TV, fashion TV segments on various entertainment programs became more and more frequent. By the 1980s there were dedicated fashion shows that still continue today. Fashion was heavily reliant on journalism, but today bloggers (citizen journalists) seem to have a large impact on the fashion industry. The fashion industry is also beginning to communicate more and more with consumers through social networks.
Although Anna Wintour has faced competition in recent years, she remains one of the most influential women in fashion. So iconic that she has been the basis for many film characters (Miranda Priestly from the Devil Wears Prada, Edna from The Incredibles and Willy Wonka from Willy Wonka and the Chocolate Factory) she has maintained a strong position and governing factor in the fashion world. Since 1988 she has been a fashion icon: deciding which designers would succeed, creating or crippling trends, and delaying runway shows until she arrives. Anna demonstrates that fashion isn’t about money. It’s about conveying a message of beauty and luxury. But many believe the fashion hierarchy is currently in destruction. Now, the opinion of fashion editors like Anna carries less weight and the focus is more on what the public thinks.
TaviGevinson is an American fashion blogger. She began her blog, “Style Rookie” in 2008 at age 11 and has 50,000 readers. She is from the suburbs of Chicago and has received a lot of media coverage, including being featured in Teen Vogue and French Vogue. She is considered to be at the frontline of fashion, is a regular guest at fashion shows, and is a muse for Japanese fashion designers. She is currently 13 years old.
The fashion industry is a multi-billion dollar industry that impact the way everyday individuals clothe themselves. Since fashion is trend-driven, fashion blogs give everyday people an easier way to follow the constantly changing fashion trends.
WRITERS:Outsiders: bloggers who know much about fashion, and are dedicated consumers of fashion. Insiders: bloggers who work in the fashion industry or for traditional fashion media. Aspiring Insiders: bloggers who want to work in the fashion industry, or media and believe their blog will help them earn a mainstream fashion writing job. Photographers Scott Schuman created the fashion blog ‘the Sartorialist”. He left his position as director of men’s fashion at his showroom in September 2005, and began to carry a digital camera around and photograph people he saw on the street with striking style. Rumi Neely: Internet celebrity and fashion blogger popular for her style and photography. Her site is called “Fashion Toast” and she began it in 2007.
Fashion blogs are primarily visited by females between the ages of 18-34, with a middle to high income, and college education. Asians are over-represented in viewing fashion sites and blogs.
Fashion blogs are often dominated entirely by photographs and images of what the bloggers consider to be fashionable. They also feature beauty and style tips, fashion events and forums for people to discuss these topics. LOOK BOOK?
The fact that fashion bloggers are invited to sit front row at fashion shows in NYC, Milan and Paris next to Anna Wintour served as a wake up call to the industry: anyone can be a fashion editor or a fashion writer. In doing so, the fashion industry’s previous qualms of utilizing the internet to increase awareness and sales, are slowly disappearing, and designers are now becoming more aware of how important it is to communicate with the consumer and create a relationship.
High end fashion designers have created Twitter accounts and Facebook pages, but they tightly control who can comment on their wall. This level of control is similar to the pharmaceutical industry. In the latter case, companies are worried about regulatory issue with the FDA. In the case of fashion designers, they are concerned about changing their brand image due to negative opinions.
Jimmy Choo used Foursquare to create their “Catch-a-Choo” campaign and had women running all over London in order to secure a pair of the company’s new line of shoes. The company asked users to used the platform to check in at various fashionable locales. Check-ins were broadcast over Facebook and Twitter, and the fist person at each site was awarded a free pair of shoes. 4,000 people participated in the chase.
Brands are also becoming content creators: Many designers have released a steady stream of content on their companies’ websites. LV and DG live-streamed their shows via the web and mobile apps. This allows everyday users to be part of one of the more exclusive events of the year– FASHION WEEK.
The fashion industry was so late in adopting social media as a means to market and raise awareness, that some designers created their own social network, where users can contribute to a niche group. Burberry introduced “Art of the Trench”, a user generated site where users are encouraged to upload images of themselves wearing Burberry’s signature clothing item: the trench. Burberry uses a popular, well known fashion photographer, Scott Schuman (who also has his own blog). Fashion designers have created their own social networks so they are able to more easily control the content generated on sites regarding their brand.
E-commerce is changing the way fashion is sold by giving retailers a new channel to distribute their products to consumers: the Internet.
Gilt Groupe is a great example of how the Internet can transform and reshape the retail aspect of fashion. It is an invitation only, “flash-sale” website, which brings the real-life, exclusive, frenzied NYC sample-sale experience online and to the masses. Gilt Groupe reaches 3 million members and alerts them each day of the sales for the following 36 hours. In 2009 Gilt generated $170 million in revenue and expects to generate between $400 million and $500 million in 2010.
Gilt Groupe, Rue La La and other similar websites allow high end designers sell their products at a discounted price in a closed, exclusive environment to members of flash-sale websites without compromising their image or impacting their retailers. Both meet the needs of a large number of people who cant afford high end designers, and help the designers move inventory without changing, damaging or discounting their brand image. Websites like these have forced luxury brands, to acknowledge the internet. These websites allow people across the world to access the most exclusive and luxurious brands at insider prices that were formerly only available in NYC.
Another interesting development is the website “Rent the Runway.” RtR is similar to Netflix; users can become a member of the website and rent dresses for specific occasions. RTR has partnerships with over 95 designers and members can choose a dress, rent it and then return it after. Instead of paying the full price for an item you may wear once or twice, RTR allows members to pay discounted prices for designer fashion. RtR is a recession-era twist on the Internet rent-by-mail model, which has been used for for things like movies.
How the Internet is Changing Fashion
How the Internet is Changing Fashion<br />Gina Grammatica, Intern Digital Integration & Innovation<br />
Digital mediums are changing the fashion industry<br />Social Media<br />Fashion Blogs<br />E-tailing<br />
Blog features, design and layout are photo-centric<br />Source: thesartorialist.blogspot.com <br />
Fashion Week 2010<br />Source: Apparel Search, Oscar de la Renta<br />
Bloggers and fashion insiders mixed during Fashion Week 2010<br />Anna Wintour once said that she “embraces fashion bloggers, as long as they know that Vogue is still better than they are”<br />Source: NY Magazine<br />
Vogue is changing to keep up<br />On September 6, 2010 Ms. Wintour re-launched Vogue.com with “all that [blog and social media] stuff.”<br />Fashion Bloggers<br />Source: NY Magazine<br />