How did social media save fashion during the crisis? As countries began to gradually close their borders and put their citizens in strict quarantine, the fashion industry temporarily fell into depression. All the usual mechanisms of work were now inaccessible and all established processes were disrupted. Nobody understood how to show new collections in such conditions, make and sell clothes and in general: what will happen next with fashion? But while some were in a panic, others were looking for ways out of this situation. And they found him - on social networks and in collaborations with influencers.
When the world began to close in the spring due to a severe blockade, it became clear: it will not be like before. It was simply impossible to organize Fashion Week with the usual fashion shows or to record a full-fledged advertising campaign. At the beginning, we did not believe that the new autumn collections would be in stores, because all the factories were closed. It was not clear how to promote their products now. It suddenly became obvious that not all old methods are very effective in the current situation, and new ones have simply not been invented yet. But the crisis always stimulates creativity, so designers could still move in a new reality. The first was the king of Instagram, Simon Port Jacquemus: at the very beginning of the quarantine he had a great idea to virtually present his new advertising campaign.
Following him, this idea was adopted by all the major great magazines in the world. Thus, the designer set a precedent and invented a new way of working with influencers that does not require direct contact and expensive recording with a whole team of professionals. You just send things by courier service, and then celebrities appear on Instagram, where they are immediately seen by millions of people around the world. And although by the fall the situation had begun to improve somewhat, and we had already adapted to life under conditions of restraint, it was still obvious that we were still far from returning to the old norm. Therefore, Jacquemus' colleagues adopted his method and surpassed the teacher. The first was Olivier Rousteing, creative director of Balmain. In order to present new items with monograms to the public, which he discovered in the archives of the house, he sent clothes with this print to his muses. Not only did they put pictures of Balmain clothes on their accounts, but they also appeared in them at the last fashion show of the brand - although not physically, but only on the screens, which this time replaced the traditional first row. The move literally blew up social networks and news sites.
Miuccia Prada, who always goes one step ahead of the entire fashion industry, also could not stand aside and not think of something of her own. It has brought together fashion editors and influencers around the world, broadcasting Prada and Miu Miu shows in major cities. At the same time, the guests gathered in their hometowns, where they were shown a fashion show on the screen. Thus, they are enabled to have the full effect of participation without flying and dangerous contact with a large number of people from all over the world. At the same time, there was no one on the site except the models - and that was strategically correct not only for medical reasons. Against the background of the empty hall, the clothes on display attracted even more attention and it was possible to examine it in more detail.
Well, the last (and perhaps most impressive) case was shown by the new creative director of Givenchy, Matthew Williams. He prepared the presentation of his debut collection as concisely as possible - simply by posting a lookbook on Instagram stories. But a week later, a real information bomb awaited us: all the new looks were sent to friends of the House - celebrities and influencers around the world, so that they could take pictures in them. The obtained photos were on the personal accounts of the heroes and on Givenchy Instagram. Therefore, it will not surprise us at all if, after the release, the collection sells out in a few hours - with such a convincing support team, anything is possible.
And if anything else tells us that the pandemic will end, we believe that this new influencer marketing will remain. With a relatively modest cost, it shows great efficiency.
The power of social media! And like Milanlukic said they find ways to reach their target group. Marketing was never been easy!