Digital Media in the Fashion Industry

abstract: Even in today's society, we are still unsure of the limitless potentials of digital media. The digital media sector has, without a doubt, increased opportunities in marketing, sales and creativity within the fashion industry. Blogging has become increasingly popular with the efforts of commercializing high fashion. Social media has also revealed new opportunities for upcoming designers to establish themselves within their target audience. The creative uses of e-commerce also show the effectiveness and infinite possibilities digital media offers. With digital media reinventing the fashion industry, we are seeing a direct correlation between the technological advancement of a brand and their market success. Simply put, digital media is the future of the fashion industry. Technological advancements like digital printing and e-commerce tools like mobile purchasing trackers are proving to be the future of the fashion industry. Predictions for digital media in the fashion industry include a more advanced method of e-commerce, the continual usage of creative digital technologies such as holograms in fashion shows, and also the seamless integration of global markets. To gain a better perspective and knowledge of the roles of digital media in the fashion industry, Calypso Lawrence, the Public Relations Manager of fashion designer, Prabal Gurung was interviewed through email. RaeAnn Lukza, the CEO and founder of online retailer, Knee Deep Denim was also interviewed to better understand the development of e-commerce and the incorporation of social media