Transparency vs Secrecy: Social Media & the Fashion Industry

For almost 100 years,the fashion industry has run on the basis of secret construction and planning of lines,displaying at a runway,then pitching to buyers. However with the new social media culture the fashion industry is feeling the pressure to adapt to the changing times.

With all the new channels of communication opened up by social media tools such as facebook and twitter, I can just as easily communicate with designer Betsey Johnson as a buyer for Nordstroms can. The pressure is growing to jump into the social media pool as a way to advertise as well, especially as the sales of magazines are declining (a reported 47%, according to Forbes).

Some designers have seen the huge benefits of being involved in the social media scene, and have started to change their marketing,and advertising tactics. Designer Tory Burch partnered with the fashion site Polyvore, and ran a contest asking fans to create artwork using pictures from her new line. Also fashion label Exuve has begun asking customers to vote on clothes and designs, bringing the customer into the fashion process from beginning to end.

There are also designers that worry that too much transparent communication could lead to the stealing of ideas. With no secrecy, everyone would know about Zac Posen's new watercolor dresses,and allow another designer to make similar garments.

Is this a step in the right direction? Should designers,and fashion labels minimize communication with buyers, and instead focus their attention on twitter relationships with the consumer? Or should we continue to trust our department stores to pick the relevant clothes for us, I mean, it has been working for years..

2nd Time Is The Charm

Last semester I took Gee's social media class, this is where I was first introduced to twitter. Although I completed the assignment, I still wasn't totally sold on the idea. I understood the concept and the draw to it, but I didn't really see my place in the whole network.

Now,my second time around I am finally feeling comfortable in the twittersphere. Not only am I following the people Gee recommended but I am also following some other interesting people and celebrities. A majority of the people I follow and actually read their tweets,are those tied to the fashion industry in some way. Both Betsey Johnson and Diane Von Furstenburg (two of my favorite designers) have twitter accounts. I love seeing what their up to, and I especially get excited when they use twitpic, and show where they are, or what they are currently working on.

Besides the people I follow for pure enjoyment, I also follow those who focus specifically on internships and the job market. I am working on getting an internship for second semester and all the tweets about openings and applications has really been great.

Finally I feel comfortable posting and take part in the social media forum. I've learned from the posts that I enjoy reading, about how to post and write in ways that will be informational and entertaining for my followers. I will continue to work on my presence on twitter, and hopefully gain even more understanding and knowledge as my tweets continue.