In my opinion the people who are exploring fashion codes and messages in the most innovative way are the people that are changing with the times and updating their ways of thinking to fit with what the consumer is paying most attention to, which i think at this current time is social media. One example of a company who I believe is doing this very well and really playing on the tool that is social media is “Pretty little thing” who says their customer is the “online savvy shopping generation” The reason I think they are innovative is because they notice what is in pop culture and use it to their advantage. This past summer the popular TV shop “Love Island” grew a huge following with all ages but particularly with teens and young adults/20-somethings, viewers of this show became very attached to the contestants and “PLT” noticed this and have made contestant Montanna Brown a PLT ambassador as well as giving her her own line on the website , this means the reach Montana’s following on social media and gain respect and attention from the millions of viewers for noticing what they are into, other brands such as “BooHoo” have done similar with other contestants.
My ultimate Inspiration is Sophia Amoruso (the founder of Nasty Gal). Sophia started her career on Ebay. She was a broke young adult who had a passion for Vintage clothes. She set up a vintage Ebay shop just to pay the bills for a Hernia she had acquired, her shop gained followers very fast and she was selling faster than she could find. Sophia made the switch from Ebay store to her own Nasty Gal website and started the journey of creating an empire for herself hiring the best in the business to help her on her way up. I believe Sophia is a lady who is translating and projecting in an innovative way ,because she is promoting herself in so many different ways and connecting them all using one mentality which is “girlboss”. Sophia has had huge success creating her business and wrote a book due to high demand about making it in the business called “girl boss” Buy The Book Here .The book did extremely well and sophia says the book is the mentality of her brand nasty gal. Sophia has not just stopped there and has also reached further audiences and continues to inspire using her podcast where she interviews other “girl bosses” every week and hears their story and how they “made it”.Listen to Girlboss Radio here This allows her to promote both her book and brand and podcast all at the same time as she links them using the “girl boss” mantra it also allows her to keep very up to date with her customers.
Sophia story has now also been made into a fictional series which you can watch on Netflix, its a funny take on her story of making it in the business as her life leading up till now was not plain sailing. I found it highly inspirational as she really did come from nothing and worked her way up in the business with brutal hard work. Sophia is the original GIRLBOSS! shop Nasty Gal Here!
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Ive noticed recently that makeup brands/ celebrities that have brought their own lines have been collaborating with Youtubers a lot while promoting their new line of products. I think this is because the marketing teams for the beauty brands have noticed that their target audience are the same audience who are watching Beauty Guru’s such as Patric Star,Jaclyn Hill, Jeffery Star.
Two influencers who cannot be denied as amazing business women are Kim Kardashian and Kylie Jenner. Kim and Kylie have both launched their own beauty lines, Kylie is huge on snapchat and has her biggest following on there so promotes through snapchat the most, which reaches her audience directly and personally. Kim has noticed that the biggest influencers in the beauty community at this current time are beauty bloggers and Youtubers, for this reason she has for the first time ever stepped into the Youtube world and used people such as Patric Star to collaborate with, this allows the Youtuber to have someone as famous as Kim on their channel and gain views to allow them to make their own living off of youtube and also allows Kim to reach the audiences she wants to buy her products in a much more relaxed and direct route as that is where the young are finding their reviews for products.