Discuss about the Communication Characteristics of Fashion Shows.
In current world, presenting the definition of trend is one of the most complex mechanisms. According to Macchion et al. (2017), fashion is generally visualized as the reflection of the economic, social, cultural, and political changes. The fashion industry expresses the modernity and symbolizes the time spirits in a prominent manner. The study will feature the influence of the social and digital trend in the future of the fashion industry. It is notable that the effects of the globalisation have increased the market competition in a drastic way. Jang and Moutinho (2015) opined that the social standing and the digital innovations have created the significant impact on the fashion industry. Hence, the study will discuss the social and digital trends that are creating the recognizable effects on the fashion industry. Furthermore, the study will also discuss the impact by depending on the specific disciplines.
The society has been playing the significant role in the creative industry. According to Li et al. (2016), the sustainability of any creative industry depends on the acceptability of the social group. It is necessary to note that the emergence of fashion trends is changing the global perspectives in terms of economic, social, political, and digital aspects. The diverse societal aspects are the major concerns for the fashion industry (Macchion et al. 2015). For example, if any fashion industry is planning to extend the business in a new country, it is essential for the company identify the needs and demands of the customers. The fashion industry cannot survive without the supports of the people in the society (Brogi et al. 2013). The trends and traditional approaches are the major concern for the business marketers of the fashion industry.
On the other hand, the influence of the ‘word of mouth’ is also taken into consideration. The business marketers in the fashion industry are providing the efficient efforts on creating the positive image of the brand. Hence, the product quality, prices, material specifications, colour, and designs are the major area of concerns to the people in the society. The standardized quality products at reasonable price would create the positive image of the brand. The impact of the ‘word of mouth’ is also much significant in this case. Loureiro, Costa and Panchapakesan (2017) explained that the brand promotion is also one of the major factors that contribute to the societal aspects. The demands of the society people in frequently changing. Therefore, the fashion industries are also concentrating on transforming the distribution channels (Radaelli et al. 2014). The promotional media that are used for demonstrating the product specifications also influence the people in the society. Moreover, the current changes in the global market are transforming the demands of the people in a significant way. Hence, the future of the fashion industry is required to be more innovative for reaching to the expectation level of the people in the society.
The impacts of the social trends on the fashion industry are much significant. These trends are bringing the recognizable changes on the disciplines, such as infrastructure, careers, culture, and longevity (Macchion et al. 2015). The growing demands of the society people along with the changing fashion aspects are transforming the creative fashion industry in a significant way. It is necessary to imply that the demands of the fashionable clothes, accessories, and sophisticated needs are growing in a drastic way (Li et al. 2014). As a result, the business marketers receive the opportunity to present the innovative ways of introducing the fashion products in the market. Moreover, it is necessary to bring developments in the infrastructures.
For example, the fashion retail outlet can be established in the supermarket area or the localities so that people often can visit the stores. Moreover, these significant changes are providing more opportunities to the people who are pursuing their career in the fashion industry. However, the threats of the competitors are expected in the future prospects of the fashion industry (Macchion et al. 2015). The new practitioners are required being much cautious about the basic needs and demands of the customers. It is essential to conduct the fruitful market research in order to obtain the ideas about the preferences of the customers as well as the market feasibility (Brogi et al. 2013). Concentrating on such research, the future practitioners can establish their sustainable business entity in the fashion industry.
From the department stores to luxury boutique, there is the drastic change found in the fashion industry. The emergence of the digital revolution is the new concept in the field of fashion designing process. The innovative uses in the digital technologies have brought several interesting procedures that contribute effective growth to the fashion industry (Okazaki and Taylor 2013). The digital trend has introduced the personalization process that brings the luxury fashion in current age. It has been observed that several luxury brands have refused to enter the e-commerce world for years. They had the perception that selling the clothes online would ruin the exclusiveness of the brand. However, the remarkable growth in the online clothing market has transformed the perception in current time (Hong and Kim 2014). On the other hand, the use of the effective promotional activities through digital media is much attractive to the target group of the customers. More specifically, it is noted that the advancements in the digital age has minimized the technological barriers due to which the demonstration of the fashion clothes has become easier for the business marketers.
Furthermore, it is important to mention that people are quite aware about the use of digital technologies. The fashion brands thus can be presented through official websites or social media. The availability of the filtered search engines is quite beneficial for the customers who search for their desirable fashion clothes and accessories at the particular pricing rate. In addition to this, customers can even place their order through digital media and receive the products by just sitting at home (Kant Hvass 2014). The digital trends, these days, are contributing to the versatile fashion industry. It has become easier for the business marketers reach to the target group of customers through the digital marketing process. Moreover, the advanced uses of the digital technologies in enabling the method of connecting more people worldwide (Keller et al. 2014). In addition to this, the online review ages are helpful for the business marketers to identify the basic needs and demands of the customers regarding the fashion clothes and accessories.
In this consumer centric world, the digital trends have the significant impact on the infrastructure, career development, and longevity. In current times, the fashion trends are much versatile. The personalization and self-expression is necessary for the fashion industry in current time. It is necessary that the fashion industry create the greater customer base with huge potentiality (Hong and Kim 2014). Establishing the transparent communication with the consumers would be efficiency enough to gain insights regarding the customers’ preferences. Moreover, the demands of the luxurious fashion outlet, and fashion brands are growing much remarkably. Hence, the improvement in the infrastructure is necessary. The establishment of mobile shopping has continued growth in the fashion industry.
On the other hand, the influence of the social media is considered as the trendsetter for the fashion industry. The fashionistas set the trends that are broadcasted through social media and influence the customers worldwide (Kant Hvass 2014). It has been observed that people spend a quality time social media and visit the fashion pages online. It influences their pattern of fashion-related shopping. The individuals have the career opportunity in the content marketing field that broadcasts the fashion blogs published in the online sites (Hong and Kim 2014). Some of the social media sites are promoting the fashion trends among the social media users. It has been observed that Instagram and Pinterest are the dominating social sites for presenting the fashion trends. These social sites have overtaken the Facebook and Twitter with the help of the supports from million of social media users (Kant Hvass 2014). Hence, the numerous opportunities are there in the digital market in fashion industry. Gathering the reviews from the customers through online review pages will also be beneficial in gathering the knowledge about their preferences.
Conclusion
The study determines the influences of the global trends on the fashion industry. The changing demands of the consumers in current era are introducing the innovative procedures. The impact of the society is much significant. The sustainability of the fashion industry depends on the acceptability of the fashion clothes and accessories to the people in the society. The growing demands of the customers are much providing the significant opportunities to build the career of the individual in the fashion industry. On the other hand, the improvement in digital technologies has brought the drastic changes in the perspective values of the customers. The wider use of the social media is much significant in recent genre. Moreover, it enhances the future prospects of the fashion industry in a recognizable way. Hence, it can be inferred that the social and digital trends are driving the fashion industry towards future sustainability.
References
Brogi, S., Calabrese, A., Campisi, D., Capece, G., Costa, R. and Di Pillo, F., 2013. The effects of online brand communities on brand equity in the luxury fashion industry. International Journal of Engineering Business Management, 5, p.32.
Hong, H.R. and Kim, Y.I., 2014. Communication characteristics of fashion shows using digital images. Journal of the Korean Society of Costume, 64(6), pp.1-15.
Jang, S. and Moutinho, L., 2015, June. Effects of contextual promotions and online information on revenue performance in luxury hotel industry: an empirical investigation of global resort hotels. In 2015 Global Fashion Management Conference at Florence (pp. 105-112).
Kant Hvass, K., 2014. Post-retail responsibility of garments–a fashion industry perspective. Journal of Fashion Marketing and Management, 18(4), pp.413-430.
Keller, C., Magnus, K.H., Hedrich, S., Nava, P. and Tochtermann, T., 2014. Succeeding in tomorrow’s global fashion market. McKinsey Global Institute.
Li, W.Y., Chow, P.S., Choi, T.M. and Chan, H.L., 2016. Supplier integration, green sustainability programs, and financial performance of fashion enterprises under global financial crisis. Journal of Cleaner Production, 135, pp.57-70.
Li, Y., Zhao, X., Shi, D. and Li, X., 2014. Governance of sustainable supply chains in the fast fashion industry. European Management Journal, 32(5), pp.823-836.
Loureiro, S.M.C., Costa, I. and Panchapakesan, P., 2017. A passion for fashion: the impact of social influence, vanity and exhibitionism on consumer behaviour. International Journal of Retail & Distribution Management, 45(5).
Macchion, L., Moretto, A., Caniato, F., Caridi, M., Danese, P. and Vinelli, A., 2015. Production and supply network strategies within the fashion industry. International Journal of Production Economics, 163, pp.173-188.
Macchion, L., Moretto, A., Caniato, F., Caridi, M., Danese, P., Spina, G. and Vinelli, A., 2017. Improving innovation performance through environmental practices in the fashion industry: The moderating effect of internationalisation and the influence of collaboration. Production Planning & Control, 28(3), pp.190-201.
Okazaki, S. and Taylor, C.R., 2013. Social media and international advertising: theoretical challenges and future directions. International marketing review, 30(1), pp.56-71.
Radaelli, G., Guerci, M., Cirella, S. and Shani, A.B.R., 2014. Intervention research as management research in practice: learning from a case in the fashion design industry. British Journal of Management, 25(2), pp.335-351.
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