- Online e-ccomerce
- Online browsing of stores and products
- Becoming a part of the brand, having connections through e-mail
- Online promotion
- Opportunity for businesses
Most high street brands have an e-commerce site that allows consumers to browse and purchase. Also because of the fusion you have brands like Asos that are just online companies and thrive off online selling.
Also having access to companies like youtube allow fashion brands to promote their campaigns through videos or videos of their catwalks around the world. This really enables you to connect to a brand on a different level. This kind of promotion works really well for high end brands like Chanel and Burberry that sell a lifestyle not just clothes and accessories.
http://www.youtube.com/watch?v=U6BLE3yNlic - Burberry campaign
http://www.youtube.com/watch?v=2NAF1aszQrs - Chanel Catwalk Show
Social networking sites like twitter and instagram and Facebook allow us to communicate anywhere, we can share links that tag brands that promotes both ourselves and them.
This also connects us to celebrities that have a lot of power over influence in the fashion world. People like Rihanna and Beyonce promote brands through themselves. Once we see them wearing it on a social network site we buy into that lifestyle.
These social network sites allow small fashion businesses to excel. Instagram specifically means that you normally tag the brands your wearing if its something that you want people to know; these tags then lead onto the brands page. Ive learnt about loads of new brands simply from clicking on a tag from a picture.
It also allows brands to establish their personality, as every brand wants to be different, so their online stores need to all be different. The technology behind the internet allows these brands to experiment with every little aspect of their website; making it their own. It also enables you to install features that allow consumers to customise products to make them unique. Here are some I think are really popular and very well known from their website design.
You can change every part of the shoe to a colour or design of your choice.
Same with the iconic Burberry trench coat that you can now personalise completely.
I also really enjoy some websites. They work if they make me want to look at it more than twice in a week, just so i can see whats changed. Brands like Stories (owed by H&M) have a great website that is very easy to navigate and fun to explore.
I also really like Zara's website and they don't just show you the item of clothing but it from most angels so you really get to see it through movement.
All one item shown at different angles. A clean cut website thats easy to navigate.
Ebay is an amazing website that allows you to buy and sell products of your own. It works very well for fashion. Vintage clothing is thriving at the moment its a great way to sell things you don't want and make money.
Statistics oh how many people shop online. This refers to America only.
These diagrams shows UKs habits of buying online, but this is not just fashion; food, music and holidays.
To conclude the internet combined with any form of selling, most prominently fashion creates a whole new means of browsing, selling and most of all buying.
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