Fashion and Social Media Essay

Due to the changes in technology British luxury brand Burberry has changed its planetary crossing and marketing strategy. Burberry is using brotherly media to reposition and better market its product. For sm altogether make companies like 3. 1 Phillip Lim the use of social media to refund furrow concern internationally put forward be harmful to its reputation. I will discuss the pros and cons each attach to could face while using social media to generate business internationally. Burberry was founded in 1856 by Thomas Burberry, who opened his commencement store in Basingstoke, Hampshire, England.By 1870 the business had established itself by focusing on the developing of outdoor(a) attire. Burberry is most famous for its trench coat. The company has branded stores and franchises around the world, and also sells through concessions in third-party stores. Queen Elizabeth II and The Prince of Wales have granted the company magnificent Warrants. Royal warrants give companies the right to advertise the goods and services that they provide to the royal family. According to Business Weekly, Burberry is one of the most valuable brands in the world.For Burberry to maintain its presents in the mien industry they have to be the forerunner when it comes to marketing. Today fashion designers are currently working on their spring collection for 2013. Technology has changed the appearance the fashion industry markets products. A collection of clothing that is presented by a company is created two years before it hits stores. Before a collection makes it to fashion workweek, samples of the designs are made and approved by the staff of the designer. A company would then showcase the designers collection at small mystical venues for a critique from potential buyers.Finally, The Fashion Company presents its collection to the world at fashion week. The response from the fashion show determines where that product will be placed, the price point and its exclusiveness . The problem with this way of marketing is forecasting. Fashion week occurs in New York, Milan, Paris and London. If you do not have a just the ticket to the fashion shows in any of these countries you can forget about a sneak peek at the the future fashion. Those who attend fashion week determine the look of the masses.Based on the response from the audience and presss feedback fashion companies would have to predict how many units of each product would be produced. This number is determined one year before the product is placed on shelves. The decision of how many units of a product a company should make is vital to a fashion company. The last thing any company would want is to have inventory from a previous year on hand. Today, Burberry has come up with the perfect solution through social media.During Burberrys Spring/Summer 2012 Fashion Show that aired September 19, 2011, Burberry also launched their first Tweetwalk. The company premiered e real look on Twitter moments before the models hit the runway. This action created a huge amount of interest on Twitter, both Burberry and Christopher Bailey (Chief yeasty Officer) trended worldwide. Conversations about the brand peaked shortly after the show began hitting number two on the global trending charts and breaking Burberrys personal mentions-per-minute go in (Indvik 2011). Instead of dictating the trends, brands are throwing the ball into the consumers court. Burberry now participates in crowd-sourcing.Crow-sourcing allows your audience to decide on your product through the use of social media, forums, and high-tech nett customizing programs. This action illuminates the prediction of the amounts of units to produce as a company. Broadcasting a runway show through Twitter gives instant feedback to Burberry about what their customers want. Not unless are they finding out what their customers want and providing that need, they are allowing their customer the opportunity to dictate the future of fashion wi th the option of customizing the products that are produced.The customers can begin placing orders during the fashion show. Earlier this year, for a show in Beijing, Burberry introduced a 3D holographic runway. Christopher Bailey states, Burberry is now as much a media-content company as we are a design company. Baily believes that the online get a line Burberry has developed on its own behalf doesnt detract from or diminish the role of traditional media, but provides another channel for consumers to experience the brand. He believes a brand is not a product, its and experience as well, and experiences need to come from the center of a community.Burberry uses all those platforms to communicate to all of their different communities around the world about what they are doing (Indvik 2011). Burberry believes that digital communication and technology are part of the way everybody lives. Burberry is a 155-year-old company with a very young team, for any company to last that long they w ould have to accept and adapt to the changes in technology. For small companies like 3. 1 Phillip Lim the use of social media to generate business internationally can be harmful to its reputation. . 1 Phillip Lim was a global company from day one. The first collection for fall 2005 womenswear, was sold in 20 countries. Within six months, sales reached $2. 8 million. Today, there are 60 full-time employees and retail flagships in New York, Los Angeles, Tokyo, Seoul, and Singapore.A Hong Kong store is in the works. His New York headquarters has outgrown its Garment District digs and will move, in November, to a 25,000 square foot SoHo loft (Chang 2011). Lim states, I want my work to declare for me. He is elusive, shy and distant as a person and he wants his brand to represent him. He isnt caught up in the red carpets, paparazzi or social media. His main focuses are his designs and presentations for fashion shows. The company has a profile on Facebook that only post upcoming events an d a brief history of the company. on that point arent any wall posts or comments on designs from consumers.The page isnt maintained or up dated daily with posts. Burberry posts something new every week, you can shop from their page and they allow theyre friends to comment. . 1 Phillip Lim is still new to the fashion Industry compared to Burberry. 3. 1 Phillip Lim cant afford negative press. whatsoever negative press can affect their position in the market. The company is still growing and theyre not where they want to be. Indulging in social media sites like Facebook and Twitter isnt the companys focus. Whereas, Burberry has the leverage to do what they want because of the relationships they built with their customers. If Burberry had negative press it would not outweigh the positive.