Features of online promotion of fashion content in terms of the pandemic

For citation: Shumsky A. Features of online promotion of fashion content in terms of the pandemic // Mediascope. 2021. 2. Available at: http://www.mediascope.ru/2706

DOI: 10.30547/mediascope.2.2021.9

© Alexander V. Shumsky

President of the National chamber of fashion, Mercedes-Benz-Fashion Week president (Moscow, Russia), ashumsky@artefact.ru

Abstract

The article examines the tools for promoting fashion content and the strategy of working in the conditions of the COVID-19 pandemic. The growth of media consumption and production of fashion content, the increase in the number of virtual designers, the number of digital models and fashion events have created prerequisites for the formation of new centers of ‘digital fashion’ that differ from the dominant centers and clusters of fashion. The monitoring of quantitative and qualitative indicators of fashion weeks in Paris, Milan, London, New York, Moscow, and Berlin has revealed new trends in the development of the fashion industry.

Russia has managed to take advantage of the global trend towards fashion digitalization and actually enter the top three countries creating the most notable fashion events. Moscow has acquired the status of a new center of global digital fashion. This leadership has been provided exclusively from the creative side – thanks to working with content and a creative approach to its distribution. The strategy of digitalization of domestic fashion, which was timely picked up, has received international recognition.

The novelty of the research is connected with the study of such a new phenomenon in the contemporary society as ‘digital fashion’. For the first time, the domestic experience of fashion digitalization has been systematically investigated – by the example of promotion of the Mercedes-Benz Fashion Week Russia in Moscow for a global audience in a comparative perspective.

Key words: Fashion week, Mercedes-Benz Fashion Week Russia, format,creative industries, brand

Notes

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