Selection in the digital era: pros and cons
In September and October, designers unveil their new collections for the following season. Right now, we are now curating our Spring/Summer 22 selection.
One of the most striking side effects of the pandemic is the accelerated shift toward the digital world. When it comes to brand research, this transition can yield positive outcomes.
Some brands opted for a mixed formula, physical and digital, while many others decided to present their new collections only through digital platforms. So, like it or not, that’s the offer. Obviously, fashion companies suffered significant financial losses due to the pandemic. Digital strategies have become key to recovery. Additionally, they realized how few people were actually needed to maintain an international workflow. (This loss of jobs is its own problem).
Selection through social media
We are not satisfied with the trend of discovering new brands via Instagram only. First, the communication of many brands is oriented to push the image of a woman we do not want to endorse: plastic face, doughnut lips, tons of make-up. Furthermore, it’s easy to cover up poor quality clothing in an Instagram pic.
Scrolling down, you may see so many infinite offers of clothing that seem like beautiful quality. At first sight, at least. Yet after a deeper analysis, you realize it was just a nice pic. Fast fashion brands know this trick very well.
Selection for Spring/Summer 22
However, a satisfying implication of digital fashion is that material is more accessible compared to the past. In fact, we are receiving many look books and line sheets. So that it’s easier to have an idea of what’s going on in terms of style.
Through accurate presentations and line sheets, you have the chance of knowing more about materials and fitting.
If it is true that nothing will ever change the experience of touching the fabrics, now we have the opportunity to curate a selection without travelling the world.
Though this digital integration is remarkable, finding the right balance remains essential.