Fashion consciousness is eternal. Even way back in the cave dwellers days, men and women tried to distinguish themselves from their peers by wearing rings, or chains or rags that set them apart. So, it is no wonder that today--in the civilized world--the fashion industry is a billion dollar one.Having said that, I would like to point out that the fashion industry will not be able to reach a larger audience but for content. Hundreds and thousands of fashion magazines examine trends and eulogize on fashion weeks and display images of the latest and the most sought after! Why then, do websites stint on the providing fashion details to the fashion conscious? Product reviews, product details and product descriptions should be the life blood of the fashion website. Yet it is not. Online fashion content is so meagre that anyone searching for information on fashion trends is just confronted with thousands of pictures of dresses and shirts that are in fashion, but hardly any textual information about them! When was this dress first conceived? Who was the designer? What is the industry view on this designer's prowess? Who wore these dresses first? Why is it regarded as fashionable to wear this particular dress? How many rave reviews did it receive? Can I add my comments or suggestions about the product? Can it be customized just for me? and so on....I run a content consultancy at http://www.consult4content.com and get many clients from the fashion industry requesting for content for their blogs and websites(I write under the screen name Samantha Sai). My advice to them is to fill their websites with quality information about their products, designers and all that is important in the fashion industry so that visitors to their sites stay to read their content and return again and again for information.Why this advice? Communication is contact. Communication engenders trust. Constant communication makes readers and visitors feel that they are dealing with a person online and not some technology. I am sure you must have noticed that you are most comfortable doing business with a person whom you know and can relate to. Online familiarity too, is built up by constant communication. It is my experience that visitors who trust sites to give them the best information are the ones that they trust when it comes to making a purchase online.It is really not surprising therefore, that the intelligent fashion designers have jumped into the "information" bandwagon with the specific intent of providing a lot of personalized information on their products. A large number of participatory social media sites have come up that are built around communication(see blogs of my clients http://www.weddingtropics.com and http://www.sketchthreads.com). There are blogs associated with these sites in which anyone and everyone can contribute their views on the fashion that is being popularized on the site. Designers who are yet to shoot into fame can join and design shirts for customers across the globe in the hope that their brand would gain recognition via this medium. There are linkbacks to the product site from the blog to facilitate ease of purchase. This is really very good marketing of their products.If you agree with me that the online fashion industry demands communication, join me in creating this revolution with quality fashion content that informs and attracts. Perhaps the future of your product depends on it?

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