The proliferation of social media and mobile technology has translated into a reimagination of the core fashion cycle.
From the runway to the moment of purchase, the instant access of mobile technology means that those who “like” a fashion show are as relevant as the people documenting it in real-time.
Instagram, a fashion-world favorite, stoked the fires with a number of updates that encouraged real-time sharing and shopping. Just before September’s fashion shows, the image-sharing platform added Instagram Stories — one of the most significant updates in its brief history, mimicking Snapchat with disappearing content.
Later, Instagram began to close the loop between discovery and shopping within the platform, as it began testing a feature that lets brands add product details within the app and gives users the ability to click on outside links to purchase. Like parent company Facebook, it also added live video — a big step toward merging the physical with the digital as social media trends toward virtual reality.
Snapchat, meanwhile, courted advertisers such as Tiffany & Co., Hollister, Michael Kors and Nike with custom filters and made its way to July’s couture shows with its first Live Story there. Brands like ShopStyle, Sweet and Everlane tried ways to shop using the service, but for now, the ad dollars still flow to Facebook and Google.
Facebook added to its suite of advertising options, showing products geographically close to the user, and letting advertisers punt an interested customer to Messenger without leaving the platform.
Google threw its hat into the ring of instant fashion in September. Besides a fashion week search for highlights, it built a search feature for items that were shoppable directly from the runway and allowed fashion bloggers to syndicate street style content directly on Google, allowing Googlers to browse and shop without leaving Google.
Finally, Pinterest shopping really came into its own. Besides offering instant feedback to brands as Pinners save runway favorites, it doubled down its efforts to power shopping on the platform, facilitating the moment of inspiration with the option to buy.