Fashion communication in Digital Age

Fashion Communication is a broad study of developing an ecosystem which involves itself with the communication of fashion and lifestyle. This can take various forms such as communication design, branding for a fashion label, public relations, fashion journalism, advertisement, styling or visual merchandising and art direction.

The increased usage of available technologies and communication tools provided by the digital age offers numerous opportunities for fashion brands to connect with consumers. Although this matter is known in the literature, there is still much to explore on how to design digital products and experiences for and with emotion.

DIGITAL FASHION COMMUNICATION

Digital Fashion Communication is a blend of fashion and information & communication technologies. It is a vital process of how fashion brands and products communicate in the digital or online environment.Fashion communication is a means of communicating the message of fashion, culture and lifestyle using various media. It involves applying the communication design strategy to fashion & lifestyle products. It signifies the importance of technology and information in the world of fashion and branding.

IMPORTANCE OF FASHION COMMUNICATION

communication practices and strategies concerning information sharing, the relationships with all involved stakeholders, with different generations and cultures. Regarding communication channels, it is still necessary to analyse their differences and relationships, and how they are being re-negotiated under the digital transformation. It is also interesting to focus on: media power, media education, media hybridization and the role of fashion journalism within journalism at large.

Further focus should be on the characteristics of the fashion language, which involves all our senses, using textual elements as well as images, videos, sounds. These multimedia practices have been allowed and promoted by the emergence of digital communication.

Fashion communication is extremely important because fashion brands need to reach out to customers. So, the communication strategies for it. This is where someone with fashion communication skills is needed. For better communication, a professional will design portfolios, develop communication strategies, perform graphic designing and exhibit designing.The fashion communication field also covers other aspects such as event design, typography, and fashion illustration. Even retail space designing, which is creating a comfortable, creative and appealing space for customers to try out clothes, is a crucial part of fashion communication.

FASHION COMMUNICATION - Scope and Careers 

The complete Fashion Industry has radically changed and opened many exciting opportunities for fashion enthusiasts. With the right skill set and knowledge, it opens tremendous doors of amazing internships and job opportunities. It seems like it offers a promising future with its ever evolving and popularity in the Industry. This is a creative space where you can experiment with your ideas and take a few risks. It is an unconventional space that is ever-growing and transforming.

What is the scope?

The curriculum for Fashion Communication comprises graphic design, visual merchandising, retail experience design, exhibition and display design, event management, photography, styling, advertising, public relations and creative writing specific to the fashion and lifestyle industry.

A complete blend of traditional and new age design skills will arm you with an understanding of web and multimedia design, computer graphics, illustration, product design, exhibition design, visualising and art direction, typography and photography.

What are the career options?

Fashion communication aspirants emerge as dynamic professionals qualified to offer the most effective and financially viable communication solutions for the fashion and lifestyle industry.

Most popular careers that you can go for as a Fashion Communicator:

• Fashion Journalist: Fashion journalism is something that is gaining more popularity with time. Whether you write for popular fashion magazines like Vogue, Harper’ Bazaar, Elle or cover fashion events or report the latest news related to fashion, there is a lot of scope for a fashion journalist.

• Fashion Blogger: If you are interested in becoming a blogger, you can begin by starting a personal blog. The blog can be a written one, a photo blog, can have videos and can even have a mix of all three. It is one of the hottest options today and many bloggers who started from scratch have become popular now.

• Fashion Writer: If you have a flair for writing, you can become a fashion writer. It does not matter if you start from writing for a small website or any of the social media platforms; you can start anywhere and will gradually grow.

• Visual merchandiser: Ever noticed how different fashion brands market themselves through their brand’s physical aspects? Whether it’s the store layout, the standees, the display inside the store or the way the counters are arranged, everything is a part of visual merchandising that is done to attract the customers.

• Professor - Fashion Communication: If you have a doctorate degree in fashion communication, you can definitely work as a faculty or professor in any design school.There is a lot to explore when we see Fashion as a form of communication and it is fascinating to unfold its layers.

• Fashion Photographer:  Not a fashion enthusiast yourself but like photography? Not a problem! If you know the art of photography and are passionate about it, you can become a fashion photographer.

Apart from these options, there are many others like marketing, brand management, doing public relations or advertising for fashion brands or celebrities. Becoming a YouTuber and making fashion videos, a video editor, creating content for different platforms, an editor for a website or magazines, a fashion stylist or an image consultant is also on the list that can be explored.

FUTURE OF FASHION COMMUNICATION

The coronavirus pandemic brought the world to a halt and its impact on the fashion industry was significant. Moreover, consumer behaviour and media consumption habits changed due to social distancing measures and as a consequence, the importance of digital channels was highlighted. Brands were forced to rethink their strategies and address consumers' needs. This paper presents an overview of the subject by examining how fashion brands adapted the communication strategies in the digital space to reach their audiences in a meaningful way. Furthermore, it delves into the consumer shifts and into the role of digital channels, to understand how they might shape the future. The findings of the study suggest that during the crisis, fashion brands focused on people's well-being and published content aimed to inspire, motivate , and entertain. Furthermore, it reports technology as a path for innovation for its contribution to improving online shopping experiences. A reflection on the theme also revealed that emotions are central to fashion strategies, and they can be used further to elevate communication.