if you are part of a new story you can also use the d. w. up to send us photos and videos of what's happening. up next to shift living in the digital at digital age and how fashion labels define their image true social media is more on our web site t w dot com you can follow us on twitter and instagram d w news i'm sorry to read thanks for watching. earth a home worth saving googling to us tell stories of creative people and innovative projects around the world ideas to protect the climate and boost green energy solutions by global oil genius liam bond series of global 3000 on d w and online. an exclusive interview with iran khan go back to stan's

prime minister speaks with the editor in chief in a school. not sconce perspective on the kashmir crisis and what does he hope results from the peace negotiations in afghanistan. why has he remained silent about the plight of the weekers in china and what our interview with iran khan on january 20th starts at 730 u.t.c. on t.w. . where do you go for new altered ideas to instagram right. networks are having a shoot impact on fashion these days influences are as important as fashion critics and supermodels how is this changing in the industry that's all a topic on shift today. i. am gone. as to ot d.

my outfit of the day instagram and fashion pretty much a perfect match after all instagram is all about visuals and making things look good many people within that for self presentation have already become rich through instagram some influenzas even known worldwide fashion brands rely on instagram they use the platform to define the image and to set new trends and some are working at a higher pace than ever before until recently fast fashion brands like h. and m. a primary had the quickest turnover they need to just 4 weeks to get a new look into their stores this is now much too slow for ultrafast fashion brands they rely on algorithms to design exactly the clothes that daniel's want. these days it doesn't take long before he left training on instagram gets picked up by retail his speed is of the highest importance for ultra fast fashion brands like who own misguided from the u.k.

. you would have asked question on the term ultra fast fashion brands are very good at copying the latest looks from celebrities and influencers and can get a design produced and ready for purchase in just one to 2 weeks i'm with. us and fast fashion brands can you please wait until i wear this in real life before you were knocking off kim kadesh in post last year under this photo ultra fast fashion brand misguided chose not to you've only got a few days before this drops online they oncet and tact kim kadesh and she didn't think that was funny so at the comedy and one more than 2400000 euros in damages was that bad news for the brand or good advertising of fast fashion is pretty smart here's how they bring an online trend to your closet in 2 weeks. retailers were quick to adopt i specially intelligence for trend monitoring data used image recognition algorithms to analyze the clothes people post the ai. signs up to

$150.00 attributes which. what the algorithm does is very similar to what i'm doing right now i'm scrolling through the feed and looking at pictures the difference is that the algorithm is much faster. and i can categorize and assign many more actual beats to the pictures to then sort the clothes into clear trends. trends. let's say flower dresses are trending then a small test collection is produced and the dresses are shown in several variations based on the orders and their on line shops retailers can quickly learn what sells . so these days the clothes are mostly made and europe thanks to digitalize supply chain and short distances there's no need to store livestock companies can now produce on short notice. if you put one factor is that having things produced in asia has gotten more expensive. another out of it is that

if you want to play the ultra fast fashion game you'd have to have items flown in by plane. taken together these aspects mean that it's become less expensive to produce in the u.k. so. in course what i mean. ultra fast fashion doesn't have physical stores and shopping long lines at the cash register or so huge mountains of clothes in the warehouse they only produce what is ordered online in small batches as needed some ultra fast fashion brands can offer up to $100.00 new items of clothing online per day. enough. there's definitely a demand for constantly evolving collections especially among the groups of buyers these websites are targeting this is a very young customer group who are active on social media and there it's very important to constantly show new looks. but come on buying new things.

every day there's no way that's environmentally sustainable. fashion trends on they sincerely transients but consumers constantly buying new items damages the environment according to a recent survey 33 percent of women in the u.k. consider an item of clothing wearing it twice or more practically new pieces no way and to a nation contain is often overflowing. the retail industry is responsible for more carbon emissions all international flights and maritime shipping combined the clothes are produced the more resources are used from water to energy to chemicals . a clear reason to dislike brands fueling this trend. but on the other hand some british ultra fast fashion companies manufacture domestically instead of thousands of kilometers away because they need short quick supply chains that's an advantage. as is the fact that

a culture of fast fashion is often only produced on demand so there is little stock surplus that has to be disposed of when it. is not always clear exactly why something becomes a social media trend take the amazon cold this winter coat for sale on amazon or stop in 2019 it was so popular that he got his own instagram account people even made little models of it out of play dough and pie crusts a huge triumph for the label brands define the image on social networks and attract customers attention including mine i barely even notice old school advertising like billboards anymore no surprise right. traditional advertising has become less important for fashion companies online marketing already accounts for more than half of their media budget and the proportion is said to increase more than martin fashion brands have to present themselves on social media with stories with influences the have to be relatable and create experiences that generate added

value for other. fashion brands become quasi lifestyle consultants and retain customers through beauty to torrijos and other topics. or they create a hash tag community where customers show how they wear the brand. some fashion companies even have their own moderators who regularly meet stars to talk to them about this and that fashion becomes a minor matter here. is that over then i think that. traditional luxury brands initially struggled with this type of customer loyalty. a vast sawdust in the past part of luxury brands like prada gucci or the level was that they wanted to be very exclusive they've opened up now. look at gucci it's sharing its brand and brand identity and this is lead to highest sales and also to

a high level of enthusiasm especially among younger target groups. gucci has even had mean competitions to promote a watch to big advantage of social media is that the brands are independent from advertising networks or t.v. stations and can communicate directly with their customers. treating the customer like a friend there's a lot of work for marketing teams friendships need to be maintained. influencers for this millions of people follow them is what. influencers their choices shape trends which is why many get paid by brands to promote products unlike stuff commercials in. punters aim to come across as giving tips to friends. kylie jenner and kim cardassian are masters at the skill each has more than $150000000.00 instagram followers. i reach that huge is attractive for companies but that's not

the only reason why influencer marketing is booming i. friend community brand communities like the brand or labels in influences share their experiences both good and bad and that creates a sense of emotional proximity trust and credibility how. it an influencer fair and hamburg companies here are looking for new ways to reach customers by triggering emotions through social media. they influence if affords you sort of follow an influencer through their day they may have similar challenges in beautiful moments to you especially for teens younger influencers go to school just like other people do maybe they have their 1st boyfriend or girlfriend at the same as everyone knows that creates a bond that isn't as present with a salesman it's been for quite honestly was. almost like a real friend but there are also refreshing the different instagram years like the high peace grandfather. his grandson janet diefenbaker dresses him in luxury street

for and post pictures on instagram with over 700000 followers yonex insurance or grandpa also get sponsors. but even non real people can become influencers. is an avatar created by the u.s. startup broad with over 1000000 instagram followers her feed looks uncannily similar to other teen girls profiles avatar mccullough well known labels like calvin klein and ambush and never spoke the perfect promoter. an integral part of the scene micro influences they don't have millions of followers like carly kim campbell and co. important for companies because the mix of brands and everyday lives on their streams makes them more relatable to their followers to keep users on the platform longer instagram now also offers shopping directly through the app . being able to shop without having to leave the app that's the idea behind

instagram checkout. uses can buy clothes handbags and shoes they see on instagram directly in the app payment is by credit card oh pay pal data such as your shipping address can you save to a few to purchase is on the platform keeps you updated regarding the status of. instagram checkout has been available in the u.s. since march 29th the base of vision included ground such as burberry and prada and nike as well as. to date instagram shopping is available in $77.00 countries products with a price tag if the user clicks to buy products and browse that opens which closes up to the purchase is completed so that they use it is back on the stream. for instagram the goal is clear the more time you use

a spend on the platform the more detail they use the profiles meaning personalized ads can be sold at a higher price for users is mainly about the convenience of browsing and shopping online without having to change platform but fashion conscious people can be pressured by instagram and if you're buying a new local every 2 weeks you're not only hurting your wallet but also the environment some brands are offering green options the norwegian label collings launched an entirely virtual collection which means customers can get a picture of themselves in a perfectly tailored outfit without the outfit ever having to be made instagram and saves resources what you spend. money on a virtual jacket and what do you think about fast fashion let us know that's all for me for today time by.

the terminator revolutionizes the machine. everyone told me that i can now turn my stomach electric the day you came indio prove lives high tech pioneers from austria give stripes america's hummer and unprecedented luck trying to upgrade. the cost of the stuff come by such an engine red. can i am. sick closest place to haleigh goes missing limbs and standing key an. entrance does

a camp. all lit cleans kimi for. you. and i sees him keeping the unfortunate. mom. balancing all story. nico is a. must. stop january 27th on d w. c . we are living during the. history.

of. the new auto show on. getting.