Fashion Advocates in the Age of Change
The New (Digital) Normal
The international media market of today is more complex and challenging to navigate than ever before. Social media and the rise of the internet has made it not only possible but easy and socially acceptable for everyone with a smartphone to be their own personal brand publisher. It has drastically changed society forever. In terms of marketing, the choices are endless and less obvious for those looking to gain more customers. We see this particularly in our world within fashion and design, where traditional print outlets have largely been replaced by digital feed-creators,- and influencer agencies are the new normal.
To view this phenomenon through the lens of 2020 is even more exhilarating from our digital point of view. The fashion industry which used to rely heavily on events and gatherings as the primary way of generating clickable content (and drive sales!) has simply not been able to do that in light of the current Coronavirus situation. This means that brands of all sizes have been forced to rethink/revamp their strategies and rely profoundly on digital dialogue with their desired demographic.
Despite most markets having had the most transformational year in memory, certain market drivers have proven to remain not only constant but hyper-relevant. Our team looked into it, and one of those steady factors are the leading fashion advocates within a market; key individuals who have gained an unparalleled level of following and credibility — allowing them to transcend the fluctuations of the current situation and even strengthen their level of influence. In our digital sphere, we are humbled by the powers possessed by these people — and you should be too.
In the slides below you can see an example from each market, hand-curated by our research team. (1-UK, 2-Germany, 3-Sweden, 4-France, 5-Italy, 6-Denmark, 7-Norway, 8-US, 9-Belgium, 10-Netherlands).
Header picture credits: Copenhagen Fashion Week’s Image Bank
Rebekka is the Norwegian Market Coordinator at VOCAST. Her experience ranges from retail management to art show facilitator, with a passion for the human side of creative business. Her free time is gladly spent outdoors hiking, skiing or teaching yoga.
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