Every aspect of the fashion industry has been changed significantly by innovative digital technology and online platforms.  Fashion brands that adopt the latest digital innovations benefit from greater efficiency in design, manufacturing and supply chain management. Social media and virtual networks have also transformed the way that fashion is created and consumed, as new styles and trends are spread rapidly around the world.  From facilitating the movement of goods across borders to exposing users to different and diverse cultures, accessible digital platforms are bringing together fashion enthusiasts by enabling virtual connections and the sharing of fashion styles on a global level. 

Providing Access to Diverse and Different Cultures

As noted by Instacams.com, a global digital platform makes it easier to interact with users from different cultures. The world seems smaller when interactive media allows people to connect in ways that would be impossible without it. Connecting via video adds a further personal touch and helps to foster a more engaging interaction. As a result, digital platforms and social media sites have successfully created a global community of fashion enthusiasts that has much greater access to rich and diverse styles from around the world. This in turn gives increased exposure to designers, buyers and retailers while connecting individual stylists with many more potential customers around the world.

Democratizing Fashion Through Social Media

By providing accessible and diverse fashion content on globally accessible platforms, social media plays a significant role in democratizing fashion.  Styles and trends from around the world are quickly spread on platforms including TikTok, Instagram and Pinterest where users share their fashion designs, finds and recommendations. With the incorporation of retail points, consumer trends and preferences are spread further as users around the world can easily access and purchase the up to the minute styles and trends that they see fashion influencers creating and wearing. Other online platforms are dedicated marketplaces where users can sell and exchange vintage and pre-loved items as well as their own unique creations. 

Creating New Fashion Icons and Influencers

Social media platforms and digital trends are helping to drive significant changes in the fashion industry.  Last year saw the unveiling of a new fashion platform from SYKY, the fashion incubator founded by Ralph Lauren and Burberry’s Alice Delahunt that provides opportunities to style entrepreneurs, helping them to build a business in fashion.  The platform will be used to shine a light on up and coming designers around the world, allowing them to exhibit their work on a global scale.  Other users will benefit from exclusive content and the ability to trade and share their own digital fashion collections. The ultimate aim is to allow consumers to discover new ways in which to express their fashion styles while at the same time presenting fresh designers who could be leading the leading globally recognized fashion houses in the future.

Connecting Physical and Digital Touchpoints Through Immersive

The SYKY platform is a good example of how the physical and digital fashion worlds are becoming increasingly intertwined. An increasing number of fashion retailers including Louis Vuitton, Burberry and Jacquemus are combining real and digital touchpoints, and, through the use of narratives take consumers on an experiential journey that starts online but continues and expands through interactive, innovative and attention-grabbing displays and exhibitions to be viewed at the point of sale in person. Luxury fashion houses and department stores take marketing campaigns to a new level where they are no longer confined to a single medium. While the end result may be an immersive experience in a physical store, news of product launches, marketing drives and fashion events are first showcased on social media where they are accessible to a global audience. 

Digital technology and online sites have undoubtedly transformed the global fashion industry. Sharing platforms are easily accessible to all and help to spread ideas and styles from different countries and diverse cultures. They give designers the opportunity to exhibit their work on a global stage and, through influencers, fashion icons and enthusiasts, they allow consumers to engage with worldwide fashion trends on a more personal basis.