Few days I was watching TV (so analog I know) and the Finnish version of “Next Top Model” was on. I started to think about how Social technologies are changing behaviors and how people are in control of expressing their opinions publicly. Now all this has changed the way we do marketing from one way broadcasting sales funnel approach to conversational 2 way communication model. All these forces businesses to be more open and transparent or better words to describe it would be real & authentic.
(thanks @tar1na)
Now talking about Fashion business. Everything you see is fake but they are real, so what Fashion business is doing is making real persons fake persons. If you ever seen the show you know what I mean. Theres plenty of footage from behind the scenes where you see these young girls without their makeup and in the next scene you see them covered on stuff and you are not even able to recognize who they are. There are some companies in the Fashion business who I think has the right approach. Makia is just one example but just by looking at their latest catalogue, they use real people which I think is brilliant. Yes those shots are fancy and cool but at the same time you can feel the realness which puts the brand in a strong position.
I’m not a futurist but IMHO I think we will see Fashion business moving towards real people real situations. It might take a generation change in the business or adaption of these social technologies which are accelerating the change. Great example of a Social Network for fashion is the Lookbook.nu which has been growing pretty rapidly since 2008.
Another great illustration of people sharing they fashion style with others, not driven by any brand just real people in real situations willing to give a glimpse of their own style just brilliant.
