Welcome To the Once Exclusive Circle of Fashion
(Photo Credit: Omllion)
Fashion has been an industry that many perceived to be the quintessential embodiment of the “mean girl group” in high school, from the judgment of others’ appearances to only accepting those who follow established rules of a circle.
It’s no denying that fashion’s mystique and popularity has been routed in its exclusivity, but no one is proclaiming fashion’s circle will be penetrated by the masses. It’s the way fashion is shared, taught and learned that have definitely change.
For example, designers have been streaming their fashion shows live to websites. The once exclusive, private events for insiders are now open to all via social. Social media has enabled sharing for a while now but we are beginning to see more virtual fashion shows and fashion events that are created for the digital realm first and shared though social and traditional channels second. Social will increasingly drive the delivery of fashion.
The way fashion is reported has even change. Lauren Indvick of Mashable wrote that social media transformed how this past Fashion Week was covered. Consumers now crave for that raw, unedited content, from backstage happenings to post event interviews.
THE RISE OF BLOGGERS
In just a few years, the industry has spotted a young teen girl, aka “rookie”, and helped make her an authority in the styling world. And last year, alone, there were more bloggers in the front three rows compared to two years ago when most were fighting for standing room. Not to mention that former FashionIndie.com Editor in Chief and founder Daniel Saynt commands the marketing helm of Rebecca Minkoff.
“Bloggers were becoming muses and spokespeople once business realized the power and reach of their voice,” Danielle Black, Chic Operating Office and Co-founder at ILOVEAGOOD.com, said. “D.B.A Digital Brand Architects is a good example of a new business that has been created out of these new partnerships.”
“Bloggers have knocked down the old establishment barriers that once surrounded the fashion industry. Access is no longer granted or denied based upon your connection with a major publishing house and instead will be increasingly based on the power, reach and influence of an individual’s network,” Jane Carpenter, VP of the consumer portfolio at PAN Communications said.Continued on the next page