How communication strategies are undermining the fashion industry
Fashion communication – verbal, written and visual – has contributed to undermining the industry. In a world where fast fashion has become synonym of luxury and other similar absurdities, we always feel the need to define what we say. Somehow, we need to restore the meaning in this state of general confusion.
Hysterical mass production has led us to a broken industry incapable of selling the tons of items it produces. In fact, to manage the surplus, products are incinerated, making room for the next manifestation of this insanity.
So, why do niche brands or even high-end designers adopt these practices? Why do they feel compelled to hard-discount merchandise just a few months after its delivery to the stores, devaluing both their products and their brand identity?
“This item is new now, but it’s going to be old in three months or less.” There is no consistency in that.
A devaluing communication
The shallow language to attract consumers focuses not on value but on discounts or influencers:
PRE-SALE! – SALE! – Heavy discounts! – Black Friday! -60% -70%
Who offers less?!
“Today, with the influencers bad taste is everywhere.” – said Mr Valentino to “Il Messaggero”.
Herein lies a significant mistake in the communication and in the messaging of our industry.
When will fashion operators understand we are conceiving, producing, selling and communicating products born out of creativity? The moment we rediscover the value of that process, we’ll acknowledge the mistakes we’ve made.
Treating those products like milk or mortadella, as if they have a fast expiration date, is not a brilliant idea.
We love mortadella, and we also believe it holds more value than the majority of fashion products currently in stores. However, we think the true value of the entire creative process needs to be rediscovered and protected in the making and communication of fashion. It should be seen as something meaningful, timeless, not something to discard as quickly as possible.
What can we do to change?
Brands must produce less, taking extreme care of the entire process.
Heavy discounts should be eliminated, as they are not a healthy, long-term strategy.
People should consume less but better.
Let fast fashion serve its purpose for what is cheap, for people who chose not to see. At the same time, let’s protect and celebrate the timeless value of creativity, quality, and craftsmanship using the right language to support this mission..