How Communication Changed The Fashion Business — I Knock Fashion
Communication plays a key role in any business and in any industry. In the contemporary business scenario, communication forms the foundation of the business. For instance, a contemporary public relations firm would be kaput if effective communication is missing and the workings of a marketing agency would go haywire in the absence of strong and effective communication. The significance of communication is such that it is, in the true sense, one of the building blocks of business in the modern landscape.
Corporate communication used to be in the backseat, but with modern business practices evolving, leaders are becoming aware of its effects on all parts of a business. Taking marketing into account, it is clear, that the consumer is the focus of the contemporary business scenario. Companies now need to use effective communication strategies in order to keep modern and up-to-date consumer interested.
For instance, in January 2018, H&M, the high street fashion mega-brand published an image on its website which was insensitive. The consumers were offended at the absence of cultural sensitivity in the advertisement and used social media sites to call out the European fashion giant. Branding is important to convey the correct message to the public. For this to take place, communication at the corporate level is also important. The modern consumer is extremely aware, is eager to be part of every step of their investment in a product and they are fast enough to switch to other brands that are portraying their product’s message in a more edgy manner. Therefore, strong and impactful communication is the key to any business’s success.
Corporate communication is also responsible for presenting and communicating a company’s Corporate Social Responsibility (CSR) activities, directly impacting the company’s brand image. Businesses associate themselves with the correct cause that reflects the brand’s core values and relates to their customers. The H&M Foundation is a great example of merging ethics and sustainability with fashion. The foundation gives hefty grants to support new businesses and designers that are promoting sustainable fashion in the industry. Such businesses are informed by new age ideas like transforming food crop waste into the fabric that is 100% recyclable and biodegradable.
What a certain firm has done for the betterment of the society needs to be conveyed to the public through impactful communication. This is where Public Relations steps in, informing consumers about the achievements of the business.
Traditional communication has managed to stay relevant in the modern business scenario. In the current landscape of instantly accessible social media platforms, highly aware consumers, fierce marketing campaigns, staggering profits and losses, businesses need to create and apply effective communication techniques.
Originally published at https://iknockfashion.com on May 16, 2019.
