In order to graduate from my Master’s thesis last year at Domus Academy in Milan I had to develop a Final Project. As a theme I chose Online fashion Communication, here the introduction of my project that I will start uploading little by little.
Note: If u are gonna make “copy paste” or use part of the following text dont forget to mention me in the bibliography, credits, etc.
If you have any further questions or wanna know more about it send me an email or comment on the blog.
Fashion is all about image and communication. Communication is implicit in all
fashion brands starting from the clothes itself to the advertising campaigns, the
stores, the visual merchandising, the designer, etc. When you think about a brand,
you have an image in your mind, result of what the brand wants to transmit to the
public plus your perception and personal experiences with them.
As we live in a world where Internet it’s a fundamental part of our daily lives, the
fashion industry has to innovate as well, taking advantage of this fast growing
market. Brands, magazines, retailers are all going online, as consumers demand
and incorporate the use of internet more and more every day in their lives.
Now a day’s social media is the most modern way of communicating. It opens up
endless possibilities for the fashion industry like communicating with potential
customers, particularly because in fashion trends change so quickly. The key to
social media is that it allows two-way communication as users can comment, vote
and share information, making social media hugely influential and consumers get
to be involved with the brand.
There are so many types of social media that could be of benefit for fashion
companies, but some of the main ones to consider are blogs, forums, Micro
blogging (Twitter), Social Networks (Facebook) and content communities
Every variation of fashion communication in the web has its own origin,
development, target and tools of how it has been developed. According to the
brand, store or publication it’s the social media network or web 2.0 tools they use.
This project aims to follow a perspective from different points of view in the industry
about fashion communication in the web, making emphasis on the retail and the
magazines perspective, going through the way brands now a communicate through
social networks, blogs, etc.
A deep analysis and examples of all the most relevant ways and types of fashion
communication in the web, pointing the advantages, disadvantages and criteria to
make a better use of this web phenomenon that if properly used can lead to an
integral development of communication strategies in the fashion arena.
Ilustración de Arturo Elena
Online Fashion Communication
Master in Fashion Management
Academic Year 2010
Master Director Annagemma Lascari
Project Leader Francesca Ballini