you're watching data to news in berlin wall news headlines at the top of the hour until then you can step out today on a website that's data dot com will follow us on twitter and instagram i'm rebecca richards from a and the in time same here in the end thanks very much for. ruins my role with a. symbol of a long conflict in the philippines between the muslim and the christian population . play as frasier's occupied the city center in 2013 president contentious response was. i did it or it will never again will be. the reconquest turned into tragedy this is not the

kind of freedom that we want. how did morality become a gateway to islamist terror. an exclusive report from a destroyed city. philip in the sights of bias starts may 20th on t.w. . where do you go for new altered ideas to instagram right social 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. thing off. 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 needed just 4 weeks to get a new look into their stores this is now much too slow for ultra fast fashion brands they rely on algorithms designed exactly the clothes 1000000000 euros want. these days it doesn't take long before a look trending on instagram gets picked up by retail is speed is about high is important ultra fast fashion brands like this who own misguided hummer u.k. . and you would have lost question on be 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. with viable home official with awesome fast fashion brands can you please wait until i wear this in real life before your knock it off came kadesh in post last year under this photo. fashion brand misguided chose not to you've only got a few days before this drops online they oncet and tacked him kadesh and she didn't think that was funny at the comedy and one more than 2400000 euros in damages was that bad news for the brand or good advertising fast fashion is pretty smart here's how they bring in online trend to your closet in the 2 weeks. retailers were quick to adopt i to fishel intelligence for trend monitoring they've used image recognition algorithms to analyze the clothes people post i assign. 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 heartrending 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 . 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. 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. . in. ultra fast fashion doesn't have physical stores and shopping miles long lines at the cash register or 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 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 that's environmentally sustainable. fashion trends on 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 containers overflowing. the retail industry is responsible for more carbon emissions all international flights and maritime shipping combined the more clothes are produced the more resources are used from water to any 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 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. 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 national 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 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. in the past part of luxury brands like prada. 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 led 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 is 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. fencers 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. brand 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. their influence if affords you sort of follow an influencer through their day they may have similar challenges and beautiful moments to you especially for teams 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 one for quite honestly it's almost like a real friend but there are also refreshing the different instagram or it's like the high peace grandpa there are lawyers brown his grandson janick diefenbaker dresses him in luxury st for and post pictures on instagram with over 700000 followers insurance or grandpa also get sponsors. but even non real

people can become influencers. is an avatar created by the us 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 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 go oh . they are important for companies because the mix of brands in everyday life on their screens 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. users 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 shipping address can be saved for future purchases and the platform keep you updated regarding the status of. instagram checkout has been available in the u.s. since march 29th the base evasion included brant such as burberry and prada it does as well as 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 a opens which closes after the purchase is completed so that the user is back on the stream. for instagram the goal is clear the more time user 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 having to be made it was good of 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 the day see you next time by.

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