up next to shift living in the digital age and how fashion labels define their image through social media is more news on our website d.w. dot com you can follow us on twitter and instagram. i'm sorry great thanks for watching. today don't miss our highlights. program online d.w. dot com highlights. an exclusive interview with imran khan

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the 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 with a neck for self presentation have already become rich through instagram some influence those 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 fashion brands they rely on algorithms designed exactly the clothes 1000000000 euros want. these days it doesn't take long before i left training on instagram gets picked up by retail is speed is about highest importance for ultra fast fashion brands like who own misguided from the u.k. . and you would have asked question on vito 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 him 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 answered and tacked 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 fishel intelligence for trend monitoring they've used image recognition algorithms to analyze the clothes people post i assigned. $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 heartrending then a small test collection is produced and the dresses are shown in several variations based on the orders in their online shops retailers can quickly learn what sells. so these days the clothes are mostly made and europe thanks to a digital i supply chain and short distances there's no need to store large stock 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 or taken together these aspects mean that it's become less expensive to produce in the u.k. . highs in. ultra fast fashion doesn't have physical stores and shopping malls long lines at the cash register or shoots mountains of clothes in a 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. be enough. there's definitely a demand for constantly evolving collection was especially among the groups of buyers these websites are targeting this is a very young customer group who are active on social media and they're it's very important to constantly show new looks. but come on buying you things

every day. there's no way this environmentally sustainable. fashion trends are necessarily 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 almost practically new pieces get thrown away and donation content is often overflowing. the retail industry is responsible for more carbon emissions that all international flights and maritime shipping combined the more 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's 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 and 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 set to increase. fashion brands have to present themselves on social media with stories with influences the

have to be relatable and create experiences that generates 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 not fashion becomes a minor matter here. is that over the night i think that. traditional luxury brands initially struggled with this type of customer loyalty. avaaz in the past because of luxury brands like prada good of all 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 me in competitions to promote a watch to big advantage of social media is of the brands are independent from advertising networks or t.v. stations and can communicate directly with their customers. treating the customer like a friend is a lot of work for marketing teams friendships need to be maintained and large fashion brands 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 and my stuff commercials in. hunters 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. are reached that huge is attractive for companies but that's not the only reason why influencer marketing is

booming. friend communities rather 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 triggering emotions through social media. their 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 the salesman it's going to focus on a surprise. almost like a real friend but there are also refreshing lee different instagram years like the high peace grandpa there are lawyers. his grandson janet different about dresses

him and luxury street for and post pictures on instagram with over 700000 followers next insurance or grandpa also get sponsored. but even non real people can become influencers. is an avatar created by the u.s. startup crowd with over 1000000 instagram followers her feed looks uncannily similar to other teen girls profiles avatar mccullough dance well known labels like calvin klein and ambush and never s'posed the perfect promoter. an integral part of the scene michael influenzas they don't have millions of followers like carly kim campbell and co. they are important for companies because the mix of brands in everyday lives on their streams makes them more relatable to their father was 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 pay pal data such as your sipping address can be saved for future purchases and 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 brant such as burberry and prada and nike as well as sarah and. 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 the user 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 and you look at 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 having to be made to them 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 c.n.n. time by.

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