The luxury sector goes digital
The meteoric rise of the internet and social networks is pushing more and more luxury and fashion brands to go digital. Yet the luxury sector is founded on the rarity and uniqueness of access to its creations. Indeed, the appeal of luxury brands lies in the difficulty of accessing their products. However, as we shall see, the luxury sector has been able to reinvent itself through digital technology. The luxury sector's adaptation to the digital world Faced with e-commerce giants and their staggering quantities...
Bad buzz from the biggest brands
With the expansion of social networks, brands have been able to extend their brand image, generating wonderful publicity stunts, but also bringing its share of bad buzz. For some time now, the biggest names in fashion have been making the news for all the wrong reasons. Often unable to control what Internet users say, some brands have seen their image take a hit because of this bad buzz. All it takes is one product, one Instagram post or one fashion show to set the web ablaze... Here's a look at the biggest bad buzzes of the last decade. H&M...
The consequences of Fast Fashion
At a time when the environmental emergency is more pressing than ever, fashion too has its share of responsibility. The cause? Fast fashion, or the frenetic, excessive production of textile products. The big fashion chains have never been so profitable. Black Friday, sales and repeated promotions are synonymous with over-consumption and waste. We're going to explain the consequences of Fast Fashion and show you alternative solutions to this environmentally devastating phenomenon. Fast Fashion definition Literally "fast fashion", Fast Fashion consists in renewing clothing collections all year round....
5 brands that made the best of digital fashion in 2019
A far cry from doomed e-commerce sites, many digital fashion brands have sprung up on the web in recent years. These new-style digital fashion brands were born of the Internet and social networks. In marketing jargon, they are known as Fashion Digital Native Vertical Brands. These brands evolve exclusively online. They have a huge presence on social networks, particularly Instagram. Their secret? Emotion. Indeed, the communication strategy of these brands is based primarily on affect, staging and storytelling. Instagram is therefore often their first...
Fashion bloggers launch their own brands
Fashion bloggers are creating new brands and changing the rules of the game. Capitalizing on a popularity acquired on, or amplified by, social networks, a new generation of brand creators is emerging. Fashion phenomenon or new trend? Glossier, individual beauty. Glossier is a beauty start-up that has become so popular it can count up to 10,000 people in a lipstick queue. Emily Weiss started her blog Into The Gloss to talk about beauty as an expression of individuality, just like fashion....
Innovation in fashion: the right turn to take
Innovation in fashion is undergoing its biggest revolution yet. The fashion and luxury sectors rely on the transmission of traditional knowledge, perpetuated for decades in the great houses. However, like all other sectors, they have not been able to avoid the technological and digital shifts that have disrupted the global economy over the last twenty years. On the contrary, many fashion and luxury brands have embraced digital technology to maintain their success. Innovation in fashion and new technologies: a booming sector. Whether you want to work in design or...
The job of Digital Product Manager in the fashion industry
The job of digital product manager in fashion is one of the new professions in fashion communications and marketing. They are online sales professionals in the fashion and luxury sectors. What exactly is a Digital Product Manager? The Digital Product Manager works in the marketing department of a fashion brand. He/she implements projects and strategies for a fashion brand on the web. He/she supervises all projects. In the first instance, the marketing director and the director of...
Digital communication jobs in the luxury goods industry
Selling a luxury or fashion product involves numerous communication strategies. With the advent of the web and social networks, digital communication is now at the heart of luxury brands' marketing strategies. Today, more than ever, the major luxury brands are bursting with inventiveness to tell a real story around a luxury product or clothing collection. If you're passionate about luxury and fashion, and want to bring a fashion brand to life through inventive communication strategies, digital communication is the place to be...
Social networks and fashion: a distribution medium that is overtaking traditional communication tools?
Social networking and fashion seem to have a bright future ahead of them. The rise of social networks has transformed fashion brands' communication processes. More and more brands are using them as their main tool for distributing their products. In today's digital age, many questions are being asked about the resilience of traditional communication media in the face of 2.0 communication. Is it possible today for a fashion brand to do without social networks? Conversely, can a brand make a living solely from its visibility on social networks? Let's take a look...
How do you get into the web marketing and e-commerce professions, and what studies are needed to get there?
Web marketing and e-commerce jobs are booming in the fashion and luxury sectors. Major brands are recruiting more and more qualified young graduates in digital professions. What career path should I follow to work in web marketing and e-commerce? Web marketing and e-commerce: a booming market. In 2018, thirty-seven million consumers bought their products on the Internet. Consumer habits and behaviors have changed radically. The fashion and luxury goods industry has had to...
