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Fashion Future
What is your fashion future? Look into your "Swarovski" crystal ball and predict your fashion future in 5 years. How do you plan to make your prediction(s) come true?
In the next five years, the business of fashion will become increasingly segmented and specialized. Many consumers feel alienated by high-end fashion because they cannot embody the classical ideal of beauty -- or afford it. Because conspicuous consumption by the wealthy is relatively recession-proof, there will always be 'high end' fashion. But more affordable, edgy fashion outside of mainstream houses will begin to proliferate, particularly on the Internet. Consumers also have new concerns about the affordability of clothing, finding clothes that fit larger bodies, and also the sustainability and ethics of where and how their clothing has been produced.
As many retailers have figured out, the best way to reach a segmented market at a relatively low cost is online. Every fashionista in the business must learn how to use the Internet...
Creating a website that draws traffic and conveys the image of the product in a clear and succinct fashion to web-surfers is essential. Fashion houses must know how to use online technology to sell their wares. For example, instead of just holding fashion shows for 'the press,' fashion shows can now be streamed online, creating direct-to-consumer interest and buzz. Fashion bloggers as well as traditional media are also a potential source of advertising. Sending trend-setting bloggers samples of new fashion for them to chatter about to their followers comes off as more credible than a sponsored article or a write-up in Vogue.
Pinterest, Facebook, and Twitter are essential components of any successful fashion company's marketing strategy today. Fashion houses must use them to create a consistent online message about the product. The use of social media can create a community as well as generate interest, anticipation and sheer delight in the product. Once again, consumer segmentation is useful.…
Works Cited
Chen, Leo. "Social commerce, Pinterest, and the future of fashion retail." Tech Crunch.
16 Jun 2012. [19 Jun 2012] http://techcrunch.com/2012/06/16/social-commerce-pinterest-and-the-future-of-fashion-retail/
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