Which one is more striking – a handbag or a handbag with a Double C logo? The obvious answer for any designer, and even a fashion enthusiast, would be the latter. But why is it so? It is because the Double C represents the brand – the iconic Coco Chanel? Think of it – a simple logo, placed strategically, can communicate so much with its mere presence. That is the power of communication in the fashion industry.
The above example is just one of the many aspects in which powerful communication makes an impact in the fashion world. An industry that thrives on creative expression of one’s thoughts is the best place to understand the importance of communication.
This isn’t just limited to garments, though. There are so many avenues of powerful communication within the industry. To cite a few examples – styling, set design, visual merchandising, brand displays, graphic designing – the list is simply endless. It wouldn’t be an overstatement to say that fashion depends on effective communication of all different forms.
These aren’t mere terms. They are independent phrases, each holding a lot of weight in their own right. Let’s examine them in a little more detail to understand the similarities and differences.
Where does one get to know about the different fashions of the time? Not everyone can attend fashion shows to know what’s happening in the industry. But there are so many other avenues to do so. Fashion Blogs, newspaper articles, fashion magazines, promotional videos, movies – any audio-visual medium that showcases the designs by designers, is a source of information about the latest happenings in the industry.
As much as these are means of information for the public, it is important to understand their significance in communication. Be it business houses or individuals running their own businesses, they all need to appear and stay relevant in public consciousness, to sustain in the industry. This, in turn, is possible with strong communication via any of these channels. This representation of fashion via different media is known as fashion communication.
As much as one would like to harness the potential of media channels to make an impression of their brand, it is important for the brand to stand on its own merit. Every designer has a unique thought process; one they express via their designs. These expressions need to reach the audiences, for them to become customers, or even engage with the brand.
This is where communicating through fashion becomes critical. If a brand is all about independence and flamboyance, it doesn’t make sense to display the designs in a closed, high-end studio. That’s why special fields like visual merchandising, set design and art direction are needed. The events around the fashion experiences like fashion shows, also make creative use of this mode of communication.
At the heart of it, both of these terms represent one essential factor. Communication is the key, especially in the fashion industry. Whether one wants to express via the clothes, accessories, ambience or with words and images, accurate communication is the name of the game.
Communicating through fashion happens via cues, and is indirect. One has to understand the meanings and representations to understand what is being communicated. On the other hand, Fashion communication is all about direct communication via words and audio-visuals.
Whenever one thinks about careers in the fashion industry, the first thought is becoming a designer. The next may be about having one’s own manufacturing unit or becoming a supplier of materials. But those are not all the options available. As a matter of fact, that’s not even the beginning of the choices available in this field. Just take the communications and see how many career alternatives one can have. Here are some examples:
Whether your brand is looking for graphic designers or photographers to bring the magic of your products alive, networking is an essential requirement. The best place for networking with other fashion industry peers, including suppliers and other designers, is Fashinza. We work with leading manufacturers and suppliers to create the latest fashion apparel. For more details, get in touch with us today.