Few would argue that today the digital social media virtually permeate all aspects of our lives and control them inside. The fashion world is also not remained aloof. Now social networks rule the roost for many of the world’s fashion shows. The whole business model is about to change. But whether these changes are good? Let’s together recall the most large-scale fashion events that have come to pass or are just destined to see the light. How social media impact on performance and what disadvantages faced brands?


Alignment Of Forces At The Beginning

Initially brands themselves have used social media to promote their own name. Simply put, they still utilize social media for advertising. For example, organizations can use Facebook to promote events and give full news stories. Or they can show the background through the Instagram Stories. Companies’ awareness of society’s dependence on technology have driven them to delve into social media. Steven Kolb, CFDA president and CEO, contends: «The social media of designers and brands in this venue allows them to talk directly to customers… that might not be an immediate transaction—but it can help develop future transactions».

As you probably know, preparing an updated collection for the new season is usually accompanied by the show. One of the biggest is the «New York-London-Milan-Paris» Fashion Week. Previously, such events were available only for the designers, celebrities, the media and special guests. The CFDA laid out what was the initial purpose of the event: «For designers to show their upcoming collections, for press to review those collections and for buyers to place orders». However, over time, things have changed a little.


Change Of Authority

Currently, social media are at the helm. Technology has put the fashion show in front of millions of viewers. Many companies are working now in their favor. «Social media’s been a great way to read an audience that otherwise wouldn’t see the show,»- says Carlos Campos of his eponymous brand. «We aren’t huge on social media (10.6K Instagram)—but this season we implemented our own Geo-located Snapchat filter to give the models something to do backstage, and allow people to represent the brand while sharing their views of the show. During the show days after it, we’ve seen a bump in our Instagram follows. Events like NYFWM have definitely helped us cast a wider net in terms of visibility. Now we’re hoping it will do the same thing for sales!».

One of the most popular designers on Twitter is Diane von Fürstenberg. According to Hitha Prabhakar, sources inside von Fürstenberg’s company claim: «Within the last year of having a major online and social media presence, von Furstenberg’s online traffic has increased by 13%».

Tommy Hilfiger’s Fashion Show

But netizens are sophisticated. Just look behind the scenes of the show without an invitation to them is not enough. Now all eager for bread and circuses. And some brands are coming in the wake of its audience. For instance, on Friday, September 9, Tommy Hilfiger will present “Tommy Pier» in the Manhattan Seaport. It will be fully equipped with the traditional trappings of a carnival: food, games, rides and a 40-foot Ferris wheel. The runway show will welcome a whopping 2,000 guests to “Tommy Pier,” half of which will be open to consumers. It is the biggest consumer invitation.

Now imagine how many iPhone cameras will be on the event and how much material will appear on the network. Tommy Hilfiger before differed special diligence in the preparation of the show. He flooded a catwalk with a few inches of water and sent models down football fields in past years. For what he is ready to go to collect the maximum number of spectators at the screens of mobile phones?

Tommy Hilfiger’s Fashion Show

«Fashion has become so inclusive with social media, livestreaming and the Internet»,- said designer Richard Chai to Mashable. “It’s available immediately. But I feel that the audience at the show are the only ones who can truly feel the collection and get a sense for the brand, as they are there live».


Every Day Is Not Sunday

But are all so fabulous as it may seem? Some designers are sounding the alarm. Eric Rutherford, model/editor/influencer, noticed: «It (social media) helps sell clothes, but it’s created a challenge for people who see a shirt or jacket in someone’s post and want that piece now—but have to wait six months till it’s in a store. Or a fast fashion company (like H&M or Zara) sees it and produces it within weeks. Social media mean instant gratification, which the fashion industry isn’t set up for—yet».

On top of that the same picture of poor quality, a surplus of the same-typed material gradually kills the future buyer’s interest. It seems that the new collection is an old collection. Customers see the clothes in stores and the dresses and skirts and suits seem tediously familiar. There is speculation that after being inundated by images and live streams from runway show they are experiencing product fatigue.

Tommy Hilfiger’s Fashion Show

We can not hide from the digital social media. It should be taken for granted. Our modern world is what it is. You either accept it, or are looking for detours, most painless and probable. Like designer Massimo Giorgetti did. He just asked show attendees not to post any images on social media: «Put back your phone and enjoy the show».

Subscribe to WM Daily. Be In Touch With Rebellious Voices