It’s no secret that the fashion industry is a vivid example of a business pyramid, in which all the steps are closely linked. This industry is fully integrated with the beauty sector, marketing, PR, and economics, which helps all these industries function perfectly in the modern era. Fashion is a business that has flourished for centuries, and even in the most challenging periods for humanity, it could inspire, aspire and… bring a good income. It’s hard to say whether technical progress has forced fashion to reach a new level, or the needs and bold ambitions of the fashion industry have provoked the appearance of technological innovations and ways to promote goods and services online in a totally different perspective. With the advent of digital technologies in the fashion industry, many new professions, like assistant digital stylists, digital print specialists, social media community managers, garment technologists, etc., have appeared in the labor market. Each brand strives to offer its exclusive presentation with the help of novelties from the world of digital technology. Let’s look at the most popular fashion brands that surprise us every day with their brand new trends.
Chanel
The world-famous fashion house Chanel was founded in 1910, but it’s one of the main trendsetters in the world of fashion even now. What helps this fashion brand to stay ahead of the curve and be competitive? Is it the impeccable reputation of the brand or new online promotion technologies?
In 2010, Chanel installed a huge glacier in the middle of the Grand Palais to draw public attention to climate change. In 2014, the brand made a live show by installing product racks on the stage, like in a supermarket, to emphasize the problem of consumerism in today’s society. All this was made possible thanks to modern technology, and these fashion shows were broadcast around the world, attracting millions of viewers. Social media is also a considerable part of the promotion of this brand. It consistently implements innovative solutions to create product history and attract customer attention to the brand.
To promote its new collections on Instagram and YouTube, Chanel creates incredible photo and video campaigns. They use VR and AR technologies to create high-quality videos. A huge part of their promotional campaign is dedicated to stylish and attractive photos that can be seen in magazines and their Instagram profile. Should it be mentioned that the social media of this brand are extremely popular? There are over 42 million followers on the brand’s Instagram profile, and on YouTube, the number is approaching 1.7 million.
Dior
This is another popular fashion brand that was established by fashion designer Christian Dior in 1946 in France. One well-known fact about Dior is that the company has about 160,000 employees, most of whom are engaged in targeting, segmentation, positioning, and online business promotion in general. The company’s strategy is completely clear: finding the target audience online and offline and promoting its products, namely cosmetics, perfumes, haute-couture clothes, and accessories.
They advertise their products not only via their internal resources but also sign contracts with so-called ambassadors to expand the boundaries of the brand. Most often, the fashion house invites world celebrities to become their muse and face of the collection. Dior has always chosen women and men with a strong personality and a clear message they express. Alain Delon, Rihanna, Mila Jovovich, Zinedine Zidane, Charlize Theron, Marion Cotillard, Monica Bellucci, Mila Kunis and Jennifer Lawrence, Robert Pattinson, and this is just a beginning of the list of the celebs who had the honor to work with Dior.
Dior is a brand that perfectly understands consumer behavior and uses this knowledge to promote its brands in various sales channels, including social media. Their Instagram account counts more than 33 million followers, and this is an incredible number, isn’t it? Dior also launched the site dedicated to Dior Cosmetics and then – Dior Magazine, which looks more like a blog.
Ralph Lauren
The digital revolution has transformed the business landscape of the luxury sector, changing the methods that brands use to appeal to consumers and how consumers interact with brands. The Internet has altered the habits of consumers, and brands must respond to this challenge. Ralph Lauren is ready for any challenge that will satisfy the needs of any customer. That’s why this popular fashion brand has opened its unique online chalet, where absolutely any customer can walk through the decorated rooms to see the latest winter capsule collection called Apres-Ski Bear. Using the tools of virtual shopping, brand admirers can buy things without leaving their homes. In the dressing room, bedroom, and living room of the festively decorated chalet, they can also find men’s and women’s clothing, accessories, and home items of the legendary American brand. Ralph Lauren thus confirms that the success of the brand lies not only in its reputation but also in the introduction of modern technical and creative ideas, which helps to open a new online space for business.
Philipp Plein
Technology and Philip Plein are like absolute synonyms. This well-known designer definitely knows how to build a global fashion empire in 20 years. Previously, the brand presented its unique vision of fashion in any of its manifestations, but now the designer has all the ways to bring his ideas to life and popularize his creations through media channels and the latest tech trends. In 2004, Plaine launched its own clothing line, in 2006 – the jewelry line Dirty Diamonds and a new collection of clothes called Tattoo Couture. Philip worked with tattoo master Mark Alter and a graphic designer who created the image in 3D.
At the women’s collection fashion show in 2015, the designer used a real roller coaster, on which the models climbed after walking on the runway. Later, Plein made a collection of t-shirts with 3D prints. The famous trendsetter went even further, launching The $KELETON shoes collection made with 3D printing technology. It turned the entire fashion industry upside down and brought a massive profit to the brand. Philipp claims that this collection could not have been created otherwise because it includes very complex shapes and geometries combined with convenience. Altogether, this could only be achieved with 3D printing. All in all, I can say that such authentic people as Philip Plein can enchant literally everyone with their bold dreams and the desire to create.
