Twitter Increases Speed of Fashion Trends

9 Feb

bloggers-at-fashion-week1

Twitter is the fastest and most concise way to exchange information. Bloggers use it to promote themselves, track up-to-date trends and immerse themselves in their industry. Twitter can also be used to promote companies, labels, celebrities and those who want to be connected and consume information at light speed.

Fashion bloggers, designers and apparel companies utilize twitter in a way that may change the face of fashion. Nordstrom (@Nordstrom), Saurette (@Saurette), Solessence (@Solessence), and Hayden-Harnett (@hayden_harnett) are all companies tweeting frequently about trends and their own products. With the exception of WWD, fashion trends are mostly reported by print magazine on a monthly basis. Now, with the use of Twitter, fashionistas everywhere can consume fashion 24/7. This enables consumers to become inspired by trends, designers and celebrities at any moment.

Twitter paves the way for fashion trends to come and go in a matter of seconds. The astronomical number of exchanges between people on twitter ignites this type of behavior.

As fashionistas exchange trends on twitter, consumers will be overloaded with trends and fashion news. Don’t get me wrong, I’m happy that there is an overload of fashion news accessible at my fingertips, but this might mean that trends will have shorter life spans.

Consumer brands and fashion labels thrive on trends. Department stores pick up on these trends in order to drive business. With the use of buyers, department stores seek out labels that are consistent with current trends. As trends start to have shorter life spans department stores may not have the capacity to keep up. Boutiques, on the other hand, have the capacity to thrive with the changing trends because they have a smaller inventory.

Can businesses keep afloat if trends have shorter life spans? And will boutiques thrive while department stores go by the wayside?

Photo: Jack & Bill PR post on twitter during Fashion Week

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18 Responses to “Twitter Increases Speed of Fashion Trends”

  1. * fashion dreamer * February 9, 2009 at 10:29 am #

    I think twitter is great for spreading fashion news stories, but I think the character limit will..erm…limit its uses for more in depth actions, such as trend analysis. I think blogs have had much more of an impact than twitter will ever have, simply because you can type more and embed images. I’ve been using twitter alongside my blog for about a month now and it’s a great supporting medium for things I wouldn’t normally blog about but still interest me.

    Not 100% sure if I agree on the shorter time span of trends argument, will be interesting to see what happens.

    • sessary February 9, 2009 at 10:38 am #

      Fashion Dreamer,

      Thank you for your comment. I agree that blogs can hold more content than twitter, but you can link to blogs through twitter posts. As far as trend analysis, you might be surprised in the future how much people rely on micro-blogging to track trends. Google alerts and the “#” function enables people to search and track certain words and phrases. So, it could be possible and become more and more popular to include tweets in coverage reports.

      Best,

      Sarah

  2. Christine Perkett February 9, 2009 at 5:43 pm #

    Thanks for the post! I don’t know if Twitter will make brands dissipate faster, but it – along with cross-promotional opportunities with video and other social media elements – certainly does open up the opportunity for WHO determines the trends.
    I’m an Advisor to Style Coalition and our mission is to help bloggers/social media to be taken seriously as influencers in the world of fashion (see http://www.insidethetents.com). I think the consumers who make up communities like Twitter are also now driving trends, not just consuming the opinions of fashionistas. Perhaps Twitter will turn the tide – instead of Twitter helping consumers to be inspired by trends, designers and celebrities; it’s the consumers who will do the inspiring through this very powerful means of sharing opinions, insights and ideals.
    Fashion lovers, bloggers, microbloggers (Twitter) and the strong community they bring to the table should be taken seriously as taste makers and trend spotters. The fashion world’s greatest brands are beginning to take notice.
    Boutiques get it – many are engaging their customers (consumers) directly in this vein. Some dept. stores (@Nordstrom, for one) get it and some designers (@Lacoste, @BabyPhat) get it. It’s exciting to see and it will be fun to watch the fashion world evolve as these constituents engage with – not just dictate to – their core buyers.

    • sessary February 9, 2009 at 11:28 pm #

      Christine,

      Great point! I agree that consumers will drive trends and inspire consumers through Twitter. In response to your disagreement with Twitter causing “brands [to] dissipate faster,” I also agree. To clarify, I was hypothesizing that department stores might go by the wayside rather than brands due to the influx and quickening of trends.

      Best,

      Sarah

  3. deacon February 11, 2009 at 1:44 am #

    trends are socialistic. it thrives on limiting the flow of informations. thus, it’s not hard to understand why department stores and fashion editors loves trends. how lovely it is to be able to feed the masses whatever, whenever, however they want?but, if the fashion scene today was like china in the 70’s, then the internet and technology are the deng xiaopings. they are opening things up and putting fashion freedom and choices to the forefront. think about this: when trends last in a matter of seconds, do they really exist? so what left should be the democracy of fashion!
    (sidenote: designers who live or die on trends should really be called stylists. did ysl read any trend forecasting magazines when he designed his “les chinoises opium” collecetion? alber elbaz?)

    • sessary February 11, 2009 at 3:22 am #

      Deacon,

      I love your phrase: The Democracy of Fashion!

      Best,

      Sarah

    • sparkstoneweb August 30, 2012 at 7:06 am #

      Excellent comment on designers who only follow the trends that other people have established.

  4. K.D. February 11, 2009 at 11:05 am #

    In total agreement with Twitter being a great supportive tool for consumers. I’m currently thinking of how I can reward/award my faithful customers with Tweets. (20% off for the first person that emails me about this tweet …) I think it would be a great interactive way to reach my customers.

    • sessary February 11, 2009 at 12:27 pm #

      K.D.,

      Thanks for the comment! Using Twitter as a way to entice consumers with 20% off would drive a lot of traffic to your site!

      Best,

      Sarah

  5. Nacho February 11, 2009 at 3:32 pm #

    There are many tools for tracking trends on twitter. The best one I found is Twist: http://twist.flaptor.com

  6. Jack February 16, 2009 at 9:14 pm #

    a few years from now, all the mobile devices will all have video recording capability. maybe instead of twitter with texts, we will see videos. In fact, this already exists. Will we see video clips of designers in their design room cutting and talking about drape choices? Wouldn’t that be an awesome way to promote a collection even before it hits the run way?

  7. Grover Strode January 31, 2010 at 11:29 pm #

    You would be crazy to not use more Twitter marketing

Trackbacks/Pingbacks

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