Wednesday, October 14, 2009

The Public Face of Fashion


This latest fashion season, like no other before, truly opened its arms to the public and broke down the walls of the pristine and mystical world of fashion.  There was no other way to move forward for the fashion crowd partly because of the great recession and partly because of the advancement of social media.  Elite brands can no longer ignore the use of social media such as twitter and facebook as a means to market their brand.  Forbes Magazine points out that if the brands don't do it, other people will and they won't be in control to manage their own public image.  With so many people pretending to be famous fashion designers or editors on-line, the once allusive personalities had to come forward and take control of what is being said and shown to their fans and customers over the internet.  

This change in how consumers communicate doubled with a sour economy gave us a spectacular 6 weeks of parties and fashion shows that we could all participate in.  Fashion's Night Out, organized by Vogue as a means to entice customers to spend, kicked off the fashion season with stores open until 11 p.m. all over the world and places like Bergdorf Goodman, where the Olsen twins were serving drinks, had lines twisting around the block to get in.  What made it successful is that people who are not in the small circle of fashion could get a glimpse at the fabulous parties that go on in this world.  As for the actual fashion shows, many streamed the runway shows live such as Louis Vuitton and Alexander McQueen.  Once you had to have a personal invitation, now everyone can watch in real time as long as you have an Internet connection and computer available.  

Although bloggers and tweeters are heavily influencing consumer's purchasing decisions, I believe the traditional gatekeepers are still in charge as long as they are in step with the times.  Transparency keeps these companies relevant in today's world.

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