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#TBT (II)

The control social media has on fashion changed the industry. However, how did these technologies impact fashion in an inapplicable way? how does these social media play a huge part in the way we dress ourselves day-to-day and the way we consume trends? It hard to come up with the "new" new like Apple do with their iPhones. In fashion, I would say it's a little bit the same. Where we can reinvent without reinventing. Why? because we've already seen what was in fashion come again. Which is what we call today "Vintage" it's coming back but yet we reinvented it. Not only is the "new" vintage on trend but it had a huge impact because of how social media has seen it. With all the #vintage, #tbt, #thatwasso20yearsago... trends people seem to pay more attention when there is a # in front of it. We are living in a generation that lives, breath eats social media. So no wonder why these trends are becoming more popular if you take our grand-parents for example, they knew what was in trend when people were wearing those elephants pants, those leg warmers or even those exaggerated shoulder pads. They were on magazines making the front cover of the September issue. Now people know what is already in trend before the "trend researchers".As i will say fashion and social media are a mix of friends with benefits and bff. 

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Vintage fashion coming back? 

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Adidas and Social Media (I)

Now that social media has been part of our daily life, especially in fashion. What could be the next step? virtual shopping through your phone? Not yet... However, Adidas has found a new way to double women's market share using social media. They are looking to boost their profit by much as 22% each year through 2020 to close that rival gap they have with Nike. They want to sell more gear to women through social media. How may you ask? Well, this german company "target's women who follow her own cycle of influencers" as said in Business of fashion by Bloomberg. Like I said in my previous post. These influencers are found on Instagram, Youtube, Twitter, Snapchat... How can these influencers have any experience in market research? Well board member, Eric Liedtke, said: "So we put together a team of 25 influencers that come and work with us on a regular basis,"  As we can see in sportswear, women is a difficult target to reach compared to menswear. Where you put David Beckham in his sports uniform and the new product of Adidas and there you go! boys will be buying these products. Then why not do the same for women? There are a so many "Fit influencers" that women look up to. like for example Blogilates, where she started on Youtube and now she has her own sports line and accessories. And let's no forget about Adidas competitors like Lululemon Athletica, or even Puma where they started partnering with social media celebrities like Kylie Jenner and Rihanna, who as we can see have not link to sports like tennis player Angelique Kerber or cyclist Laura Kenny, which are professional athletes. And Adidas "want to tap in with her, the women,  through the people she follows." Because let's be honest, women are quite difficult to go shopping compared to men. So is Adidas going to achieve its market in time?

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Influencers advertising Adidas product. 

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Adidas advertisement with David Beckham. 

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Blogilates and her own sport line. 

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Phones in fashion show, banned or not?

Since the arrival of smartphones, they revolutionize the access to almost everything. They can summon a taxi, they can tell you what are the trendy spot to hang near you within minutes.Even with it's improved technology during the generations. Nonetheless, we don't really talk about how these smartphones are everywhere and can capture an image in less than seconds then share it all on social platforms whether is at big concerts, festival, and even fashion show.Aside from the fact that these pictures mundanes take can get over more than 10 millions likes, these smartphones still aren't designed to shoot fast-moving object under high-contrast lighting like the professional camera we see the photographer use to make their living.If those phones had that then the photographers at the end of the catwalk would ditch their big camera worth $10,000 and their tripods and use their own devices.

 Of course, fashion has embraced digital technology. Where the public can watch streamed the live show at home on their 5 in screen phones. Where before it was only shown to insider rather than the end consumer. But, at the same time, the envy of posting anything and everything on social media that is linked to a fashion event became like a frenemy situation.  Whether is on Snapchat, Instagram, Twitter... the comparison of having a good quality photo of the models at the end of the stage became less important than having someone in the second row taking a picture of the model walking and the heads of all the people in the front row and then publish it in the social media. Fashion according to  Mark C. Oflaherty, a journalist in OP-ED,  is one of the most expressive and difficult mediums in which to excel. Which is true, Fashion attracts people to inner circles who are desperate to be part of that luxury and elite association that fashion brings. They get invited to a fashion show to be there but now they don't need to be because that show is exposed to the world. however, now that fashion is exposed to everyone even as I would call them the "outsiders", who thinks fashion are borings because it only seating and looking at people walking with clothes on. And most people only go there to see and be seen, but they aren't there to study the garments or evaluate the collection and the story the designer has meant to put out on his collection, which is one of the main goals of having a fashion show. It's to show a masterpiece like in an art museum. you won't pass by the Mona Lisa without looking at it for a good 10 min. The people reach to their phones in a way to engage and own a part of the experience they think they are in while distancing themselves from the fact that they don't really the fashion in any meaningful way. 

Withal, isn't the poor quality of a smartphone image disrespectful? If the designer spent weeks on a single garment, should it's the first global presentation be a blurred images? Why does the public would want several shots that look like girls walking faster than time itself when you can see a good quality image at either Catwallking.com or even the slideshow of Vogue.com? Should we really consider banning camera phones at shows? or will it risk the chance of exposure?

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Difference between a low quality camera and a high one 

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camera phones effect from the runway. 

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What’s Hot and what’s not? (B)

In marketing knowing what your clientele wants it's key to a good sale. It's the type of creepy stalker you don't want. They know you're every move, where you go, where you buy. when you buy. what interests you and all that through social media.  As said Stephanie Horton, chief marketing officer f farfetch.com:" Across our different markets, we know things like what time our customers are shopping: for example, in Japan, they rarely shop during work ours and in Germany they like to shop on a Sunday,"Where does social media come in this game? Social media means that we can freely share likes and dislikes which are an instant reaction. Which now customers can get to a level of access that allows them to get well informed more than before. Like before when the fashion industry wasn't accessible to them, the customer. However, now that they have the platforms they can share information alongside with their opinion and views. Like for example the brand Topshop and Victoria's secret, recently heard the complaint the customer protest in social media about the body image they were advertising. Laura Berry complaint on Topshop's mannequin size ten years ago wasn't heard. Until 2015 where her frustration was heard through the social media, Facebook to be exact. Her message had over 3,000 like and 700 comments. With a big impact, a this the company took notice and started making changes with the mannequin order. Their response was: "We have taken yours and other customers' opinions and feedback on board and going forward we are not placing any further orders on this style of the mannequins. The views of our customers are extremely valuable and we apologize if we have not lived up to the levels of service that we aim to deliver." We can see the power of social media and how important media is to modern brands like Topshop, H&M, Zara...

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Topshop and Victoria’s Secret recent complaint and protest with their response on social media. (B) 

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Faster then time itself (A)

Time is everything in the fashion stage, we need to think ahead to predict what our consumers what in their wardrobe and they would have to wait for either the fashion show from NYC, London, Paris, Milan... to the September issue of Vogue and Bazaar. Now that our technology has upgraded, and people are getting the content on their phone.Like Josh Newis-Smith, junior fashion editor for Grazia magazine, said in an interview for BBC: “The process has had to speed up because people are seeing fashion instantly now.” Now we as fashion designer don’t have the advantage of time on our side because our consumer has it already. They want the new trends and they don't want to wait anymore because they have it at the tip of their fingers. If things don't slow down I think the fashion industry will need to find a new way to give its customers what they want. Who knows maybe they'll find a way to combine a 3D experience from your tablets or smartphones where you can see the runway show without being there.

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the future way of fashion runway? A 3D experience from your smartphones? (A) 

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no more paper waste! (A)