With all the new channels of communication opened up by social media tools such as facebook and twitter, I can just as easily communicate with designer Betsey Johnson as a buyer for Nordstroms can. The pressure is growing to jump into the social media pool as a way to advertise as well, especially as the sales of magazines are declining (a reported 47%, according to Forbes).
Some designers have seen the huge benefits of being involved in the social media scene, and have started to change their marketing,and advertising tactics. Designer Tory Burch partnered with the fashion site Polyvore, and ran a contest asking fans to create artwork using pictures from her new line. Also fashion label Exuve has begun asking customers to vote on clothes and designs, bringing the customer into the fashion process from beginning to end.
There are also designers that worry that too much transparent communication could lead to the stealing of ideas. With no secrecy, everyone would know about Zac Posen's new watercolor dresses,and allow another designer to make similar garments.
Is this a step in the right direction? Should designers,and fashion labels minimize communication with buyers, and instead focus their attention on twitter relationships with the consumer? Or should we continue to trust our department stores to pick the relevant clothes for us, I mean, it has been working for years...
