The Internet and Fashion

The Internet is used for gathering information, communication, and entertainment and has therefore become an essential tool for living.Fashion is well suited to the new media. Speed of change is the essential nature of fashion and new media. Both promote image in an era where perception and branding is important.

The internet does not threaten print media. Vanity sites have become an essential part of public relations and brand-building strategy. The primary purpose of a vanity site is to communicate the brand. Unlike a television or commercial, a web site offers bidirectional communications between the brand and consumer.

Almost all sites have a ‘Contact Us’ or e-mail function on their webpage. Some sites integrate the feedback function into their content. Therefore users are encouraged to ‘sign in’ on the guest account where they are asked a question and then encouraged to share the answer, which maximizes the emotional bond that is unique to the brand.

The vanity site provides the brand a means to create a multisensory experience that creates a bond between the brand and user resulting in the desire to come back-and encourage consumer loyalty and profitability.

To sell Fashion on the internet is difficult but not impossible. E-commerce is more easily adaptable to certain sectors than others. Shopping online is essentially the same as ordering from a catalogue.Chain stores have back-end operations already in place to support large-scale e-commerce ventures. Vintage clothing also sells on the internet because it provides unique accessibility to one-of-a-kind pieces of clothing.

Slowly and gradually, shopping on the internet is becoming amore desirable form of entertainment and is also very convenient for the consumer.The most exciting and revolutionary impact of the internet on fashion is itsdemocratic nature. Whereas high fashion is built on exclusivity, the internet offers full-access, twenty-four hours a day, seven days a week.

The ingress of the internet beyond the velvet ropes into the theatre of fashionis significant. It suggests that the Internet might be the tool that incites a 21^st Century shake-up.

FDDI has always been successful in fulfilling the dreams of young aspiring students by placing them in dream companies. FDDI keeps itself up to date with the latest developments in the field of Design, Fashion, Technology and Retail to update its course curriculum. The exclusivity of FDDI's programmes lies in rendering training and research and is well versed with the requirements of the fashion industry.