Fashion industry figuring out how to use Twitter

The conversation about personal and professional tweeting lives on, and it's no surprise that it continues with the fashion industry, which is relatively late to the social media phenomenon.

The conversation about personal and professional tweeting lives on, and it's no surprise that it continues with the fashion industry, which is relatively late to the social media phenomenon.

The Wall Street Journal looks at how designers are exposing those personal details, not necessarily strategically, for which consumers have become so thirsty.

After the Marc Jacobs runway show in New York last month, the label's chief executive, Robert Duffy, tweeted his several thousand followers to "come to the Standard" hotel, where the fashion house was holding its after-party. He attached a photo of a completely naked male guest (seen from behind) who appeared to be doing a strip tease.

The thing about the fashion industry is that it still needs to figure out how to communicate the persona that lends itself to its creativity, but it also needs to be practical and commercial enough -- especially in this economy -- to reach the broad consumer audience that will keep it afloat.

With designers as celebrities, Twitter is a necessity for brands. But as the creative teams figure out how to design for the designer versus the consumer, they face a parallel challenge in their online communications.

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