I wanted to explore the relationship between fashion brands and lifestyle. I have noted that many fashion brands form a strong bond with customers by creating a lifestyle that the customers desire. There are several ways a brand expresses its lifestyle to its customers. One of the ways are interior designs.
With the progression of technology and the increased use of the Internet, social media keeps pushing the boundaries of the limitations of fashion industry. The integration of different social media platforms provides endless possibilities of communications. For example, the “story” feature on Instagram provides a glimpse of people’s everyday lives that otherwise would not be fulfilled through their usual Instagram photo or video posts. Social media constantly breaks away from its restraints by offering new ways of communication and self-expression. As a result, social media turns into a new channel for fashion brands to create an image for their brands.
With the advancement of technology, interior designs do not limit to physical stores, but it can also be website designs. Those are elements on a website that is not necessary accentuate on the design. Apart from posting images of their new collections on social media platforms, fashion brands also post images that in accordance with the philosophy of their brand. It can be a scene or photos of an object that links the brand to a certain kind of lifestyle. This is particularly notable on social media platforms of those brands. For example, on the official Instagram of Coco Chanel, you can easily find photos of a scene that is closely linked to their recent collection. Yet, the photos themselves only convey a mood or emotion that attached to the collection while not actually exploring the design of the collection itself. I found many brands is trying to build brand loyalty through this strategy. In other words, digital media allows new ways of communication for fashion brands to market their products.
Besides, influencers play another major role in the fashion industry with the development of digital media. With the Internet connecting users throughout the world, the fashion industry has become ever more globalized. One example would be the wide spread of the “cute culture” from Asia. The significant soft power of feminine shopping activities is imbedded in the concept of “cute culture”. While influencers are regarded as entrepreneurs that profit through their own creativity work, they actually face many undiscussed challenges: the long working hours, unstable project, etc. It is also interesting to note that fashion influencers tend to staging for “the glam life” in order to maintain an ideal self-brand. They achieve this through manipulating their posts with a mixture between labor and leisure, personal life sharing to establish a connection with the users, and higher stats social position.
Throughout the course materials I have learned this this semester, I believe digital media has altered traditional ways of branding. Understanding both the importance of branding in the digital age as well as the difficulties behind it will help us to navigate better in the world of the fashion.