Wanted to share an excerpt of a recently published article, What’s hot in fashion? Twitter, tweeps, because it hammers home this point: we’re in a new age in the fashion world, and we should all be grateful. We’ve got more insider news, scoop, photos, and real-time revelations than ever before—all because of that cute little blue bird, and the application it reps: Twitter.
Why the fashion industry loves Twitter, and why it makes sense…
Facebook is excellent for personal connections. Twitter works well for business. Granted, there are people and companies mixing it up on both, but Twitter has become one of the most successful, real-time, viral marketing campaign platforms I’ve ever witnessed. And why? Because it gives the universe unprecedented access to stars, artists, and fashion designers, and the worlds they move in. No agents. No middlemen. No press. No media spin. It’s you, the follower, linked directly to the person you want to know more about. This direct line has actually proven to be a bit dangerous for some; there are several celebrities who have tweeted or posted photos through Twitter that handlers have spent days attempting to squash in the aftermath. But these incidences are more proof than ever that the access—on both sides—is there.
So back to Twitter and fashion. The explosion of magazines, designers, stylists, and photographers on Twitter just makes sense. Fashion is fickle; it changes at least twice a year. There are events and shows, parties and partnerships. Most consumer fashion magazines are published only once a month, and editorial must be supported by advertising, so pages are limited. Twitter is the perfect medium for communicating about the gazillion things going on between editions, collections, seasons, etc. It is the most effective way to link shoppers with online stores; a click and they are there, in the moment, while the lust for a particular item has been freshly embedded in the psyche. And tweeting doesn’t require a professional writer (though many would benefit from a pro’s ability to crystallize a concept in 140 characters without resorting to texting conventions).
Thanks to Twitter, we can now see buyers on a normal business day in Alexander McQueen’s showroom (@McQueenWorld). We can read creative great Karl Lagerfeld’s thoughts on fashion and life (@Karl_Lagerfeld). We can ask and receive answers from Rachel Zoe, one of the greatest stylists in the world (@rzrachelzoe).
Because of Web 2.0 and social media, for the first time, the millions of us who aren’t fashion insiders can get a real look at what goes on behind-the-scenes, practically any day of the week. Sure, there is an element of voyeurism, but has there ever been a more fascinating subject than the inner (and outer) workings of humanity? Judging from the all twittering going on, apparently not.
See you in the Twitterverse @gritandglamour!