Back when I was a kid my sense of fashion was tied to the whirring of my mother’s Bernina sewing machine as she weaved creative, practical pieces for my closet.
My mom followed printed patterns that she had purchased and I excitedly wore all her creations. I especially loved the labels she had stitched at the back that said “made especially for you by mom” and I proudly showed them off to anyone who cared. As I grew up I went through many phases of fashion.influenced by peers and what I was exposed to in magazines, books and of course the television.
I used to flick through the back pages of the YOU magazine, a South African magazine that featured fashion, lifestyle and food.I would gaze in awe at the beautiful sprawling gowns and dresses that the celebrities wore at exclusive events. This inspired me to recreate some of those looks by shopping for something similar.
In the early 2000s as technology became more advanced and social media platforms were being introduced, the fashion industry saw a significant change. More and more people were engaging with each other online. People could now communicate directly with Presidents, prominent people and celebrities.
Fashion brands saw a wedge in the market and they too appeared on Social media platforms, engaging with their audience directly and featuring their brands. Products could be viewed and advertised for free reaching a worldwide audience. Some fashion brands going as far as acquiring celebrities and social media influencers to pose with their products, tagging the brands they were advertising.
This surpassed my idea of tagging, which was showing off the “made especially for you by mom” label at the back of my clothing. Living in the consumerist age, one cannot be photographed wearing the same outfit twice and social media is very advantageous for fashion brands whose aim is to get people to shop more for clothes that they don’t need with platforms like Instagram and Facebook, people want to pose with their newest looks and tag the brand that they are wearing.
Social media has helped boost the fashion industry tremendously but it also comes with its downfalls. With the ‘cancel culture’ alive and kicking, should the product not live up to its name or be advertised offensively, it could mean the end of your brand or business with people and internet trolls ready to take down anyone.
As consumers, we are also left unsure of the quality of certain products advertised by celebrities and the like as it’s difficult to distinguish whether it’s a PR stunt or the product is of good quality. Social media has quickly become the platform for marketing products and it is the most effective. With the click of a button or tap of a screen, I can view all my favourite fashion brands. I am also exposed to so many more competing brands and can choose the item fit for my budget.
It seems that this is the direction that the fashion industry will be taking for years to come as they want to stay relevant and get to know their target market better.
Written By:
Aaliyah Hoosen (South Africa)