I had a conversation with Magazine Editor Alexander Popov from Effect Magazine. Are fashion weeks needed in theses times? Travel restrictions, publications squeezed, brands under pressure, returning to the normality of fashion seasons looks far off. From empty chairs at shows to buying things we may or may not need. We had a fun discussion on theses topics and more.
Click below to watch the webcast.
Who needs the latest Gucci Bag these days?
Alexander Popov is Editor in Chief of Effect Magazine. He regularly attends fashion weeks, but this year viewed the shows remotely. Hopefully next year life will be different.
Has the influencer trend come to an end? Not sure, but change is taking place. Influencer marketing earned 1 billion in 2017 but the shine is beginning to tarnish. Marketing survey firm Bazaarvoice released findings concluding consumers are growing tired of staged posts by paid influencers. Many of the surveyed responded the quality of the postingsare turn offs, repetitive posts lacking originality.
Asked, 63 percent felt influence content has become too “materialistic” and “misrepresentsreal life.” Thereis a feeling authenticity has been lost. As well, 49 percentfeel there is a need for tighter regulation of online posts.
Authorities on both side of the Atlantic have now started scrutinizing the influencer field. The United States Government Agency, The Federal Trade Commission has issued issued warning letters concerning paid posts without proper disclosing. no enforcement has been enacted, yet.European Agencies agencies have actively notifiedinfluencers to delete undisclosed post. Many have lostcourt cases
Recently Dior made a social media splash by seeding the brand’s Saddle Bag to fashion influencers.
Dior Saddle Bag Social Media Success but at What Price
The stunt felt cheap. Don’t get me wrong. Iam a fan of the brand. Creative Director Maria GraziaChiuriwon me over after the second collection. Openly giving away a $2000 bag on Instagram then expecting everyone else to pay, TACKY for a prestige fashion brand.
This is Social Media Pandering. Influencers who got the “freebie” did not even try to make good images of gift. Pictures posing with the “trendy item of the season” were laughable, others cringeworthy. To add insult, lacking originality or fashion knowledge, there were plentiful but standard Junior High School Newspaper captions: “So happy to have gottenmy Dior SaddleBag”, “Love mySaddleBag”. An aspirational accessory felt like a retread jacket from H&M. Ihope “Fashion Degradation” does not go lower.
Social Media stars have becomenew celebrities, but if you ask what is their talent or appeal, the answer raises more questions: How does an app filter make astar? How does an app filter make an expert? Ithink we are still lost but going with the flow.
