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The Business of Fashion в Instagram

The Business of Fashion в Instagram

An essential daily resource for fashion creatives, executives and entrepreneurs all over the world.

In 2019, fashion got woke. In 2020, it needs to get political. The industry is still reeling from a year of missteps, as brands struggled to tap into the zeitgeist with inclusive slogans and values-based marketing. But successfully navigating the global #culture wars is shaping up to be even trickier in 2020, as fashion finds itself caught in the middle of an increasingly fraught #political environment.  
 
Brands are staring down a divisive election year in the US, ongoing protests in Hong Kong and mounting tensions in the Middle East. A deadly coronavirus outbreak has set governments on high alert, while apocalyptic scenes of wildfires in Australia have hammered home the catastrophic potential impact of #climatechange. There are opportunities amid the chaos; a special-edition hoodie that Balenciaga quickly rolled out to raise money for Australia has sold out online, even as some critics panned the company for pushing new products tied to a disaster linked to climate change. 
 
But when the cause isn t as universal as the #environment, brands get wrapped up in global events at their own peril. Not that they always have a choice   the days when the fashion industry was avowedly apolitical are long gone. Consumers now demand that brands take a stand, and are quick to criticise when their favourite labels miss the mark. In other words, #fashion can t just lay low and hope consumers keep spending, even as the world burns. [Link in bio]  : @shutterstock
In 2019, fashion got woke. In 2020, it needs to get political. The industry is still reeling from a year of missteps, as brands struggled to tap into the zeitgeist with inclusive slogans and values-based marketing. But successfully navigating the global #culture wars is shaping up to be even trickier in 2020, as fashion finds itself caught in the middle of an increasingly fraught #political environment. Brands are staring down a divisive election year in the US, ongoing protests in Hong Kong and mounting tensions in the Middle East. A deadly coronavirus outbreak has set governments on high alert, while apocalyptic scenes of wildfires in Australia have hammered home the catastrophic potential impact of #climatechange. There are opportunities amid the chaos; a special-edition hoodie that Balenciaga quickly rolled out to raise money for Australia has sold out online, even as some critics panned the company for pushing new products tied to a disaster linked to climate change. But when the cause isn t as universal as the #environment, brands get wrapped up in global events at their own peril. Not that they always have a choice the days when the fashion industry was avowedly apolitical are long gone. Consumers now demand that brands take a stand, and are quick to criticise when their favourite labels miss the mark. In other words, #fashion can t just lay low and hope consumers keep spending, even as the world burns. [Link in bio] : @shutterstock

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