With everything going at almost the speed of light, brands are looking for immediate ways to keep the audience interested and buying. The usual format is that the items showcased on the runway hit the stores six months later. Who has such time? people have wants and needs that have to be satisfied now. Huge brands such as Tommy Hilfiger have recognized this want and have made a conscious effort to make their items available as soon as it appears in the runways. It is more like a movable and live sale, you see it now and you can buy it right now.
With the declining sales and the uncertain economic condition, Global brands are trying to generate and maintain buzz constantly. More individuals have seen the business in fashion and with that have devised a traditional and innovative technological means to attract the younger audience. This is important because they are the future of the industry. Without them, there will probably be no tomorrow for these fashion brands.
Fashion experts have advised that brands have to become more flexible and open to accepting social and digital media as a way to stay in the memories of their customer. They cannot be blamed for the skepticism of social media because you lose some control over your brand once it is on the internet. What has been put out cannot be taken back no matter how much you delete, there is still some trace. The fact still remains that people have become more open to shopping online. The earlier they recognise that, the better.
To show that they are open to the changes happening right now, Tommy Hilfiger turned a pier in Lower Manhattan into a fairground with a 40-foot Ferris wheel and a temporary tattoo parlour to showcase its navy and military collection. This allowed the customers to shop, eat and buy clothes online straight off the runway as the show was streamed live.
This is just one of many examples of bigger brands opening up. Nigeria is not left of this necessary need to move the fashion industry online. With the upcoming Lagos Fashion and Designers Week, will a move like this work for the designer showcasing their collection? This might be worth a shot. Let there be an opportunity for people to experience and shop at the same time.
Are there any other ways this can be achieved? Feel free to leave a comment below.
Written by Theresa Ogochukwu
Image source: racked.com, businessoffashion.com