Breaking Fashion

On BBC Three there is a very interesting program called 'Breaking Fashion' about the fast fashion industry, based around brand 'In the Style.' In competition with similar larger online brands like Boho and Pretty Little Thing; 'In The Style' are meant to make 40 million this year but compared to Boho who made 2.7 billion. They put on a one time 40 % sale to create buzz around brand and to gain more customers, this will be posted all over social medias such as facebook, instagram and snapchat.

The company let celebrities help design their own collection to then photograph on celebrities and social media influencers, this is to market their collections so that consumers want to look like the celebrities. The manager (this smiling dude on the left) doesn't come from money, so spending 10 thousand pounds on a marketing campaign that goes wrong could ruin the business.

Influencers are 'taste makers' or 'trend setters', choosing items that they like and think will sell; and posting them on social media to advertise them. For the company to keep up with whats on the current trends the collections need to be designed, constructed and launched all within a few weeks; which is were the name 'fast fashion' comes from.

There was a mistake made (the print design wasn’t printed on the items and was just blank) in manufacturing on their Dani Dyer Collection of which they had a lot of quantity of, they want to prevent this going to landfill by selling it anyway, however because it’s not been marketed without the print on it doesn’t sell very well. The items have been in photoshoots as was meant to be a best seller, but because the item doesn’t look like it does online and it’s not on the celebrity Dani Dyer, it doesn’t sell.

Watch in the link below for yourselves!

https://www.bbc.co.uk/programmes/p07mbvjm