MIER FOO discusses the digitalisation of the fashion industry. A staggering one billion people now use Instagram. Over 72% of these users purchase a product they viewed on the app. Within seconds, carefully curated content can be propagated through millions of users worldwide. As a result, an increasing number of brands are turning towards social media’s immediacy to promote their advertising campaigns. This pervasiveness of digital media, specifically Instagram, has caused a revolution within the fashion industry, permanently altering the way brands interact with their consumers. Sponsored posts, ‘live’ stories, and endorsement from a rising number of ‘influencers’ has allowed brands to target the millennial consumer market at a substantially lower cost than traditional print marketing. It is safe to say that Instagram has surpassed legacy magazines as the main form of advertising. The media industry titan, Condé Nast, reportedly sustained losses of 120 million USD last year after suffering…Continue Reading

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