Hidden Influence
- kacie-annemoncrief
- Sep 28, 2020
- 2 min read
In the fashion industry, social media platforms can be used to engage with consumers, but social media can also influence designers in unique ways that are changing the way many designers create their collections. Designers find inspiration in many places, but the internet and social media sites have created an entirely new way of designing.
It's not only the inspiration and influences on designers that social media is evolving; it's also the way consumers view fashion and the industry as a whole. For decades, major designers dominated the fashion industry but now the average fashion blogger can influencer major designers via social media. Social media has acted as a catalyst to push these influencers into opportunities where they can make their ideas known to millions. Major fashion designers know that these influencers are out there and are reaping the benefits by reaching consumers on a new level that is more intimate and interactive, through social media influencers.
More and more people are looking to social media for wardrobe advice, the latest trends and inspiration. Social media is naturally interactive, allowing for consumers to be a part of the process of fashion making. Consumers can now interact and engage in fashion shows just like attendees, this is great for the fashion industry, which can tend to be secretive and closed off during the inspiration process of designing, opening up the process for more people to appreciate and enjoy, and also give feedback.
And it's not just high fashion experiencing influences from social media. Fast fashion can be describes as inexpensive, mass produces clothing designed to meet the latest trends. A survey carried out by the Fashion Retail Academy found more than half (54%) of people believe influencers have to some degree caused a rise in fast fashion. (73%) of those aged 18-24 believe that influencers are possibly the cause.
Influencers now hold huge weight over what consumers wear, making it easier for the customer to make an instant purchase by simply swiping and clicking affiliate links, which the influencer often earns a commission. Research shows that Instagram is growing into one of the main sources of fashion inspiration, with nearly a fifth (17%) of the people surveyed saying they used it to find the latest trends.
In 2020, more and more designers are utilising data sources, social media, user reviews to gain more insight into trends. The fashion industry will continue to benefit from this method to trace fashion influence.
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