The digital revolution has had an incredible impact on the fashion industry in the past few years, dramatically changing the way that brands communicate. This was the theme of the evening last night at OPUS Bar, The Business of Fashion and the Digital Revolution, with my guest of honour, Imran Amed. Most of you would have heard about how Imran’s blog, Business of Fashion, is my fashion bible, so it was an great coup to have him join us last night here in Vancouver.
Our on-stage conversation, amongst an intimate group of Vancouver’s fashion elite, touched on some of the key issues affecting the fashion industry at the moment. Imran talked about how Burberry was one of the leading luxury brands in the digital revolution, using the example of their website, the Art of the Trench, which featured user-contributed photos of people wearing their trench coats as well as pictures taken by Scott Schuman, who is best known for his street style blog The Sartorialist. We also discussed Arcade Fire’s recent video release, which allows viewers to view the music video on the street they grew up on, using technology from Google Maps. This concept of individualizing an experience for the customers is one of the great benefits of using social media.
Imran also talked the rise and impact of the bloggers, which he feels has not yet reached its peak. His suggestions for brands new to social media was to consider it part of their business strategy, and to research everything properly before jumping on to the “social media bandwagon.” The digital revolution is here to stay, and brands need to consider their long term online initiatives as important business strategies, not just something to be handed down to “the youngest member of the team.”
Photos by Bronte Robertson.