To say Fashion Week has become consumer facing is a painful and exhausting understatement. Over the past few years, we have witnessed our industry transform fashion week from an insider event focused on driving orders and the bottom line, to an exercise in consumer marketing.
Why You Should Start Sharing Buzz About Your Brand in China, Even if You Don’t Have Stores There Yet
We have all heard that China is set to become the next biggest market, and, in particular the biggest market for the fashion and luxury industry. But when Facebook, Twitter and many more of the Western social media outlets are unaccessible in Mainland China, how can a fashion brand have a digital presence? And, more importantly, how can they maximize their digital presence in China?
Video today is our industry’s hot commodity. Yet, for the plethora of brand social media teams embracing their new roles as art directors, cameramen and editors, the sophistication of creating beautifully mastered, brand-appropriate video still has a ways to go.
Our digital age demands that individuals and mega brands alike must show their personality online. If you don’t? Then, your brand is written off by the consumer and considered irrelevant. But it’s no easy fete to translate brand ethos and what may be decades of heritage into today’s ever changing digital dialect. While some brands are in an identity crisis when it comes translating who they are into digital terms, there are a select few, the digital elite, who know exactly who they are and invite you into their world to experience their brand through the multiple social platforms they use. Let’s take a look at the brands with the strongest digital personalities and the tools they use to share their brand traits.
I’ll be the first to admit it: storytelling is my favorite buzzword. We all use it and throw it around, but effective brand storytelling on social media can simply be the difference between dictating a story to an audience or creating an emotional connection with your target customer, as we learned in our conversation with Gill Linton of Byronesque. Because of the emergence of photo-sharing mobile apps like Instagram, our form of communication has shifted from text to image, creating a visual language online. I believe that video will become the next natural progression for our digital communication.
Perhaps I’m in a unique situation, living in downtown Manhattan with very limited storage space, but transitioning wardrobes for the changing seasons has always been, well, a process. When I open up my various suitcases and zippered bags, I feel compelled to analyze, try on and reconsider everything before hanging it back up in the closet. The “spring cleaning” approach is also a great method of taking a step back and reviewing your media/platforms and assets to see what’s working, what’s relevant, and what you may want to consider throwing in the “out” pile. A comprehensive review requires concentration and several uninterrupted hours, so this time of year, when everyone switches to vacation mode, is the perfect time to schedule your session.