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Real Or Digital Fashion: A Lasting or Passing Trend? PT 2


 

Some time ago, we started a conversation on Digitalization in fashion...and we established that Digitalization would have a starring role in fashion's future, this is no longer far fetched. 
At present, 85 percent of fashion professionals now work from home and this new working culture relies on digital platforms for effectiveness. From instant messaging and emails to video calls, and with a doubled increase in slack users as well as an increase in Zoom shares, we have seen digital platforms being utilized as virtual workspaces.

As a result of the pandemic, we have seen brands relying less on influencer strategy, Fashion brands are now making use of the best thing they can think of; Social Media, aside from being cheap, this method ensures that marketing and merchandising will be direct. 



Most recent is the announcement by The British Fashion Council that the next London Fashion Week will be a digital event combining men's and women's wear. BFC chief executive Caroline Rush in a statement said in a statement, " by creating a cultural platform, we are adopting a digital innovation to best fit our needs today and something to build on as a global showcase for the future. Designers will be able to share their stories and for those that have them, their collections will reach a wider global community"

This online event will be made up of interviews, podcasts, designer diaries, webinars, and digital showrooms. 

In the past, Digitalization seemed like a trendy thing to do at the time, but the pandemic has sent a Shockwave throughout the fashion industry forcing the industry to dispense age-long practices and adopt new ones to stay afloat.



In order to take advantage of Digitalization during these times...
  •  One essential step is to choose the right channel from all available options in order to remain operational and succeed. 

  • Then we have to familiarize ourselves with certain features to have a proper understanding of these digitized channels. 

  • Another way is to Examine your current marketing plan and see how you can more dynamically and strategically use digital tactics. 
Whichever tactics you use, don't forget to analyze your results. You want to make sure your content is resonating with your target audience and that you can reassess your next steps.

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