Fashion and Social Media Essay

Due to the changes in technology British luxury marking Burberry has changed its global crossway and marketing strategy. Burberry is using societal media to reposition and better market its product. For small invent companies like 3. 1 Phillip Lim the use of social media to breed profession internationally goat be harmful to its reputation. I will discuss the pros and cons individually keep comp any could buttock while using social media to generate business internationally. Burberry was founded in 1856 by Thomas Burberry, who opened his first store in Basingstoke, Hampshire, England.By 1870 the business had established itself by focusing on the developing of outdoor attire. Burberry is most(prenominal) famous for its trench coat. The connection has distinguished stores and franchises nigh the world, and also sells through concessions in third-party stores. Queen Elizabeth II and The Prince of Wales have granted the company kingly Warrants. Royal warrants give compani es the right to advertise the goods and services that they provide to the kinglike family. According to Business Weekly, Burberry is one of the most valuable brands in the world.For Burberry to affirm its presents in the work industry they have to be the forerunner when it derives to marketing. now fashion designers argon currently working on their spring collection for 2013. Technology has changed the way the fashion industry markets products. A collection of article of clothing that is presented by a company is created 2 years onward it hits stores. onwards a collection makes it to fashion workweek, samples of the designs ar made and approved by the staff of the designer. A company would then showcase the designers collection at small private venues for a critique from potence buyers.Finally, The Fashion Company presents its collection to the world at fashion week. The tooth root from the fashion show determines where that product will be placed, the price maneuver and its exclusiveness. The problem with this way of marketing is forecasting. Fashion week occurs in sore York, Milan, Paris and London. If you do not have a ticket to the fashion shows in any of these countries you can forget about a stoolpigeon peek at the the future fashion. Those who attend fashion week determine the human face of the masses.Based on the response from the auditory sense and presss feedback fashion companies would have to predict how many units of each product would be produced. This number is determined one year before the product is placed on shelves. The decision of how many units of a product a company should make is vital to a fashion company. The make it thing any company would want is to have inventory from a previous year on hand. Today, Burberry has come up with the perfect solution through social media.During Burberrys Spring/Summer 2012 Fashion hand over that aired September 19, 2011, Burberry also launched their first Tweetwalk. The company prem iered every look on Twitter moments before the models hit the runway. This action created a considerable amount of interest on Twitter, both Burberry and Christopher Bailey (Chief Creative Officer) trended worldwide. Conversations about the brand peaked shortly after the show began hitting number two on the global trending charts and breaking Burberrys personal mentions-per-minute record (Indvik 2011). kind of of dictating the trends, brands are throwing the ball into the consumers court. Burberry now participates in crowd-sourcing.Crow-sourcing allows your audience to make up ones mind on your product through the use of social media, forums, and high-tech net customizing programs. This action illuminates the prediction of the amounts of units to produce as a company. Broadcasting a runway show through Twitter gives instant feedback to Burberry about what their nodes want. non only are they finding out what their customers want and providing that need, they are allowing their customer the opportunity to dictate the future of fashion with the option of customizing the products that are produced.The customers can begin placing orders during the fashion show. Earlier this year, for a show in Beijing, Burberry introduced a 3D holographic runway. Christopher Bailey states, Burberry is now as much a media-content company as we are a design company. Baily believes that the online experience Burberry has developed on its own behalf doesnt detract from or diminish the role of tralatitious media, but provides another channel for consumers to experience the brand. He believes a brand is not a product, its and experience as well, and experiences need to come from the center of a community.Burberry uses all those platforms to communicate to all of their different communities around the world about what they are doing (Indvik 2011). Burberry believes that digital communication and technology are part of the way everybody lives. Burberry is a 155-year-old company wit h a very recent team, for any company to last that long they would have to accept and accommodate to the changes in technology. For small companies like 3. 1 Phillip Lim the use of social media to generate business internationally can be harmful to its reputation. . 1 Phillip Lim was a global company from day one. The first collection for fall 2005 womenswear, was interchange in 20 countries. Within six months, sales reached $2. 8 million. Today, on that point are 60 full-time employees and retail flagships in New York, Los Angeles, Tokyo, Seoul, and Singapore.A Hong Kong store is in the works. His New York headquarters has outgrown its Garment District cut into and will move, in November, to a 25,000 square foot SoHo loft (Chang 2011). Lim states, I want my work to speak for me. He is elusive, shy and distant as a person and he wants his brand to represent him. He isnt caught up in the red carpets, paparazzi or social media. His main focuses are his designs and presentations f or fashion shows. The company has a profile on Facebook that only ring mail upcoming events and a brief history of the company. There arent any wall posts or comments on designs from consumers.The page isnt maintained or up dated daily with posts. Burberry posts something new every week, you can stigmatize from their page and they allow theyre friends to comment. . 1 Phillip Lim is still new to the fashion Industry compared to Burberry. 3. 1 Phillip Lim cant afford negative press. whatsoever negative press can affect their position in the market. The company is still growing and theyre not where they want to be. Indulging in social media sites like Facebook and Twitter isnt the companys focus. Whereas, Burberry has the supplement to do what they want because of the relationships they built with their customers. If Burberry had negative press it would not outgo the positive.