on communications it scrambles their information systems. was a lot done continues power says but it's kind of scrambled as systems and sing as loud as they like. and that's it now it from me and the news team i'll have an update for you at the top of the hour the next parser things. in the right of climate change. conference cosmic. what's in store. for the future. e.w. dot com we're going to go cities to the call to get insight click enter. how the virus spread. why do we panic and when will all this. just through the topics covered in the weekly radio show is called spectrum if you

would like any information on the coronavirus or any other science topic you should really check out our podcast you can get it wherever you can get your podcast you can also find us at dot com slash science. whether 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 of the industry that's all a topic on shift today. in your. 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 fashion brands they rely on algorithms designed exactly the clothes 1000000000 euros want. these days it doesn't take long before he left trending on instagram it's picked up by retail his speed is of the highest importance for ultra fast fashion brands like who own misguided from the u.k. . fast question on 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 viable fish like him so awesome 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 of 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 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 close people post the ai. signs up to 150 attributes her image. 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 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 online shops retailers can quickly learn what sounds . 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. . 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. and 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 there it's very important to constantly show new looks looks. come on buying you things at. 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 their twenty's almost practically new pieces get thrown away and donation containers of an overflowing. the retail industry is responsible for more carbon emissions all international flights and maritime shipping combined and the more clothes are produced the more resources are used 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 isn't. it's not always clear

exactly why something becomes a social media trend take the amazon cold that's what this winter called for sale on amazon or stopped in 2019 it was so popular that he got his own instagram account people didn't 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 all 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 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. a vase in the past part of luxury brands like prada gucci or isa 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 meaning 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 and lost fashion brands influences 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 of 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. a 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 clemson 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. to influence what 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 of the same as everyone knows that creates a bond that isn't as present with a salesman it's one for quite honestly guys 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 diefenbaker dresses him in luxury st for and post pictures on instagram with over 700000 followers yonex insurance or grandpa also get sponsored. but even non real people can become

influencers and then lucky is an avatar created by the u.s. startup broad with over 1000000 instagram followers her feet looks uncannily similar to other teen girls profiles avatar mccullough dons well known labels like calvin klein and ambush and never s'posed the perfect promoter. an integral part of the scene micro influenzas they don't have millions of followers like carly kim campbell and co. important for companies because the mix of brands in everyday life 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 it's by credit card pay pal data such as shipping 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 2019 the base of vision included brands such as debris and prada. as well as sarah and i. to date instagram shopping is available in $77.00 countries products with a price tag i think 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 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 ever having to be made. and saves resources what you spend. money on a virtual jacket and what do you think about a fast fashion let us know that's all for me for today c.l. next time by.

dr carson leggett sunday examines the munchie power of the didn't. get up bra. i know you know the trick you just take some vitamin pills and she sets home long happy and healthy life but is this really true we expose some of the myths and give you some nutritional advice in good shape. next to double. healing wounds in record time with the passing the gas. it kills bacteria and it stimulates the growth of healthier cells. can its healing effects be increased. german physicists and medics have come together to find out. tomorrow today. in 60 minutes on d w. house in

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