The luxury sector is going digital
The rapid rise of the internet and social media is pushing more and more luxury and fashion brands to go digital. However, the luxury sector is based on the scarcity and uniqueness of access to its creations. Indeed, the appeal of luxury brands lies in the difficulty of accessing their products. However, we will see that the luxury sector has managed 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 surrounding major brands
With the expansion of social media, brands have been able to extend their brand image, generating wonderful publicity, but also leading to a lot of bad buzz. As a result, for some time now, the biggest names in fashion have been making headlines 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 negative buzz. Indeed, all it takes is one product, one Instagram post, or one fashion show to set the internet ablaze... Here's a look at the biggest negative buzz of the last decade. H&M...
The consequences of fast fashion
At a time when the environmental emergency has never been so acute, fashion also has its share of responsibility. The culprit? Fast fashion, with its frenetic and excessive production of textile products. Major fashion brands have never been so profitable. Black Friday, sales, and repeated promotions are synonymous with overconsumption and therefore waste. We will explain the consequences of fast fashion and show you alternative solutions to this phenomenon, which is devastating for the environment. Fast fashion definition Literally "fast fashion," fast fashion consists of renewing clothing collections throughout the year....
5 brands that made the most of digital fashion in 2019
Far from the doomed e-commerce sites, many digital fashion brands have flourished online in recent years. These new kinds of digital fashion brands were born with the internet and social media. In marketing jargon, they are called Fashion Digital Native Vertical Brands. These brands operate exclusively online. They have a huge presence on social media, particularly Instagram. Their secret? Emotion. These brands' communication strategy is based primarily on emotion, staging, and storytelling. Instagram is therefore often their first...
Fashion bloggers launch their brand
Fashion bloggers are creating new brands and changing the rules of the game. Capitalizing on popularity gained on, or amplified by, social media, a new generation of brand creators is emerging. Is this a fashion phenomenon or a new trend? Glossier, individual beauty. Glossier is a beauty start-up that has become so popular that up to 10,000 people will queue up for its lipstick. Emily Weiss started her blog Into The Gloss to talk about beauty as an expression of individuality, just like fashion....
Innovation in fashion: the shift that needs to happen
Innovation in fashion is undergoing its greatest revolution. The fashion and luxury sectors rely on the transmission of traditional knowledge, perpetuated for decades in the great fashion 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 past 20 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 and...
The role of Digital Product Manager in fashion
The role of digital product manager in fashion is one of the new jobs in fashion communications and marketing. They are online sales professionals in the fashion and luxury sector. What exactly is a digital product manager? Digital product managers work in the marketing department of a fashion brand. They implement projects and strategies for a fashion brand on the web. They supervise all projects. Initially, the marketing director and the director of...
Careers in digital communications in the luxury sector
Selling a luxury or fashion product involves numerous communication strategies. With the advent of the internet and social media, digital communication is now at the heart of luxury brands' marketing strategies. Today, more than ever, major luxury brands are brimming with creativity when it comes to telling a compelling story about a luxury product or clothing collection. If you are passionate about luxury and fashion and want to bring a fashion brand to life through inventive communication strategies, digital communication is the way to go...
Social media and fashion: a medium that is replacing traditional communication tools?
Social media and fashion seem to have a bright future ahead of them. The rise of social media has transformed the way fashion brands communicate. More and more brands are using it as their primary tool for promoting their products. In this digital age, several questions arise about the resilience of traditional communication media in the face of Web 2.0 communication. Is it possible today for a fashion brand to do without social media? Conversely, can a brand survive solely on its visibility on social media? Let's try to answer these questions...
How can you work in web marketing and e-commerce, and what education do you need to get there?
Web marketing and e-commerce professions are experiencing rapid growth in the fashion and luxury goods sector. Major brands are increasingly recruiting young graduates with qualifications in digital professions. What path should you follow to work in web marketing and e-commerce? Web marketing and e-commerce professions are a rapidly expanding market. In 2018, 37 million consumers purchased products online. Consumer habits and behaviors have changed radically. The fashion and luxury industry has had to...
