Where will social media take us? KCB206 Assessment 1

Quality matters. No matter what industry you are in, quality will be always be your greatest draw card. In the Fashion industry, a competitive industry like no other, the necessity to pull out all of your playing cards will greatly benefit where and how you position yourself as a professional. In this new age era of social media, ‘smart’ devices and necessity to constantly know whats happening around the world, the time for fashion journalism, designers and young marketers has never been so rich. Social media plays a wonderfully inspiring part in our everyday lives and thus has enlightened a new generation of fashion industry hopefuls. Although difficult challenges may present themselves as threatening, this glamourised and artistically inspired industry strongly anticipates and accepts adversity in all aspects. With this evolving digital era, fashion has taken on numerous amounts of online activities to better their presence as a growing industry. Social media plays an integral part in the development of fashion and where the world can take us, on this journey of clothing and culture.

Dolce & Gabbana 2017 Campaign

Highly intensified by the competitiveness, the fashion industry as a whole, explores the world of luxury and art as one. The makeup of this industry involves multiple creative production stages to present a campaign that showcases a designers idea of beauty. With a greater use of social media and the positive impact it presents on the fashion industry, it clearly demonstrates how designers can be inspired for a new collection campaign. For example, social Media platform Instagram, has greatly marketed the fitness lifestyle as a glamorous yet important way of life. From this, Australian designers such as Lorna Jane or Lulu Lemon, have grasped this concept and transformed it into activewear-styled label. Photo’s ‘posted’ on Instagram explore a diverse ranges from; food, different cultures, music, art, lifestyle, colours and more. Although Instagram launched in 2010, thanks to social media the accessibility for fashion houses and designers to be creatively inspired by the world around them, has allowed a greater generational tactic for marketing and the creative process. As discussed in Celebrity, Publicity and Branding in the Digital Age, “the excitement around social media and the immense wealth of young technologists, [has] glamourised entrepreneurs as the rock stars of twenty-first century capitalism.” (Marwick, A. 2013). By default, the uprising of social media usage in this current generation opens the ‘creative inspiration’ door, for designers around the country and around the world.

Not only does social media provide a space for marketing products and inspiring designers, but it dives into the area that up until six years ago - the launch of Snapchat - has been hidden away. Backstage. With platforms such as Instagram, Snapchat, and Facebook, audiences are now able to participate in ‘live’ videos and pictures of the production process, the backstage of runways, and more. Illustrating a glamorous version of the industry, composes a sense of luxury that the fashion industry is typically idealised as.

Lorna Jane "Meet the Models" Campaign 2016

As recently discussed in the news, the threat of online shopping has, for Australian fashion houses, delivered disheartening news for our local designers. As Generation X becomes more highly involved in their busy, active lifestyles, the greater consumption of online shopping is seeing our local industry break. The ‘bargain hunter’ inside of us, is now constantly wanting the greater quality product at the cheapest price. Websites that were once used for social interaction have now transformed into shopping sites. For example, Facebook had recently developed the “Marketplace”, where you are able to sell or buy second hand items from members of the public. However, for higher quality products, whether it be designer clothing, furniture or car parts, 'Buy, Swap and Sell' pages on Facebook offer what you want, when you want it. It gives consumers the ability to buy brand new items or quality second hand items, at a lower cost than the Recommended Retail Price (RRP).

As the continual trend of online shopping pushes the doors closed for our local designers, fashion houses David Lawrence and Marcs are the most recent to go into recession. CEO of the companies, Malcolm Webster, recently discussed with news.com.au that the “deteriorating sales, poor cash flow and market conditions” were the sole purpose why their fifty-two stores, eleven outlets and one hundred and forty concessions stores are closing. Although guilty of online shopping, what is commonly forgotten is the experience involved in going into a store and receiving quality customer service. Yet, with multimillion dollar international companies forcing a 'get in, get out' experience, it clearly secures the publics disappointed nature and therefore increases the want to simply go shopping online instead. With the international stores, Zara and H&M CEO’s being named in the 2017 Forbes World Billionaire’s List, it advocates why the blossoming fashion outlets have landed on Australian shores, and local stores are being pushed out. “Retail can be a lucrative industry for those that are successful…” (Powell, D. 2017).

Camilla Resort Collection, 2016

How do we define fashion journalism in this generation? The fashion industry as a whole, is an ever-evolving industry that recreates itself every season - ‘Spring Summer' and ‘Autumn Winter’. Therefore, following behind every collection, every runway, every fashion related event, is a stream of writers, bloggers and style ‘experts’ that comment on the ‘latest trend’. However, how do we distinguish who the professionals are? Simple. Those that earn a profit from their comments, are the ‘professionals’. With the advancement in technology over the past decade from print to digital, a greater blurring of the professional and the public has diminished credibility. Fashion journalists where once people who would go out, interview, observe then return and write an article to be published in a newspaper or magazine - traditional media. However, with the recent shift to digital media, the use of social media and online blogging sites has greatly expanded the already competitive industry. As Andre Wheeler has explained, “The ability to deliver real-time news has opened the window for fashion journalists to become more integral, as fashion-related news drives in high traffic numbers.”

The increasing amount of young writers and journalists, strongly presents opportunities for social media to influence what we say and how we say it. Often, articles that young people are interested are linked to social media pages, whether that be to online bloggers or even the official news. This generation of young fashion journalists, have acquired skilful ways in which they are able to view and interact with fashion related news. However, as we come closer the convergence from traditional media to digital sees a ““niche pastime called computer-mediated communication”…now central to man peoples social lives.” (Marwick, A. 2013). The discussion of how influential social media has become, re-enforces the necessity for this digital era.

Cara Delevingne - Chanel 2014

The type of communication that fashions presents, is a universal language. You could be wearing the loudest and brightest colours and patterns, or the simplest outfit in neutral or monochrome tones and people’s perceptions of you, will generally be quite similar. As the gorgeous designer, Coco Chanel once said, “Dress shabbily and they remember the dress; dress impeccably and they remember the woman.” The nature of this industry, is ever changing and adapting. Social media is grasped with two hands, in the fashion industry. We use it to our advantage, and accept the fate of a new era…a new world.


Green Buzz Agency. 2017. Social Media's Effect on the Fashion Industry | Green Buzz Agency. Available at: http://greenbuzzagency.com/social-medias-affect-on-the-fashion-industry/

Hope, K. BBC. 2017. How social media is transforming the fashion industry - BBC News. Available at: http://www.bbc.com/news/business-35483480.

Marwick, A. 2013. “Introduction.” In Status Update: Celebrity, Publicity and Branding in the Digital Age, pg1-5. New Haven, CT: Yale University Press.

Powell, D. SmartCompany. 2017. Fashion, food, and footwear: The richest retailers on Forbes 2017 World's Billionaires list - SmartCompany. Available at: http://www.smartcompany.com.au/industries/retail/fashion-food-footwear-richest-retailers-forbes-2017-worlds-billionaires-list/.

Ross, A. 2013. “In Search of the Lost Paycheck”. In Digital Labour: The Internet as Playground and Factory, pg13-33. New York: Routledge

Sellors, A. Social Media Today. 2017. Social Media Influences on Fashion | Social Media Today. Available at: http://www.socialmediatoday.com/content/social-media-influences-fashion.

Tasker, B. news.com.au. 2017. Marcs, David Lawrence store closures announced as search for buyer continues. Available at: http://www.news.com.au/finance/business/retail/marcs-and-david-lawrence-store-closures-announced/news-story/99c753f88a596f5f52bb905e70c1a359.

Wheeler, A. Fashionista. 2017. How to Be a Fashion Journalist in 2017 - Fashionista. Available at: http://fashionista.com/2017/02/fashion-editor-journalism-career-tips.

Created By
Hannah Taylor

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