fashion audience topics they are interested in

Get out of your bubble? How and to what extent fashion is capable of it according to KPI6 and IZI Lab

Who and how he spoke of the latest Fashion weeks like Milan Fashion Week 2022 online? To the question he tried to answer, with a more “qualitative” approach than other surveys, “Out of the Bubble”, An event of KPI6 e IZI Lab (streaming on April 14, 2022) from which a report of the same name was taken.

The title alludes to one of the most popular hypotheses regarding how the fashion system and its protagonists could have faced the return of fashion weeks at live shows and catwalks after two years of pandemic and in the midst of a global war at least in its implications, that is, “coming out of its own bubble” and inevitably facing and pushing Internet users to confront themselves even on major issues of public interest. But is that what really happened?

Themes and users protagonists of the conversations on Milan Fashion Week 2022 online

The portrait of those who spoke about Milan Fashion Week 2022 online, as traced by KPI6 and IZI Lab, seems quite in line with what has always been the most traditional fashion audience.

More women than menespecially in the age groups from 18 to 24 and from 25 to 24, followed and commented on the fashion shows online: the interest of the youngest in the Milanese event confirms the results of other studies that millennials and more want still the members of generation z most interested in luxury[1] today than their peers once were.

Among the other themes that are most close to the heart of fashion addicts, there are above all theactualityi do you travello sportl’economy.

Some macro-themes that those who have followed the latest Fashion Weeks online seem interested. Source: KPI6 / IZI Lab

To answer the question about whether and how fashion has managed to “get out of its own bubble” to give space to other major issues of public interest, it is probably more useful to understand what those who spoke about Milan Fashion Week 2022 online talked about.

The only other emerging issue on Twitter seems to have been, according to the analysis carried out for “Out of the Bubble“, the war in Ukraine: perhaps due to the close temporal coincidence (the last Fashion Week in Milan was held, in fact, from 22 to 28 February 2022 and the Russian invasion of Ukraine officially began on February 24) which, moreover, forced stylists and fashion houses to completely rethink their shows, as Armani did, for example, by making his models show without music[2] as a sign of respect and solidarity for the people of Ukraine.

On the web, however, there was also some discussion around the theme ofinclusiveness.

topics discussed during the milan fashion week 2022 online

The war in Ukraine was the only other big issue that the fashion audience confronted online during the last fashion weeks, more than what happened with inclusiveness and above all sustainability. Source: KPI6 / IZI Lab

Surprisingly, sustainability is the big absentee of the chat on the Net about the latest Fashion Weeks

The great absentee seems to have been above all the sustainability: while brands and event organizers have reserved special spaces in the show for the idea of ​​a more sustainable and more ethical fashion, the theme does not seem to be one of those around which the public debate on the last fashion weeks has gravitated, at least not online and not to an extent comparable to what happened last year. In part this could also be due to the fact that a great “tech” theme this year attracted the attention of fashion addicts, that is the first fashion week entirely carried out in the metaverse [3].

Selected contents on Instagram and TikTok that explicitly also referred to the theme of sustainability (containing, that is, hashtags such as #mode.sustainable, #greenfashion, #slowfashion, #nofastfashion, #sustainablefashionetc.), KPI6 and IZI Lab realized however that a different facets of the “macro-theme” sustainability also corresponds a type of different interaction by users.

The environmental sustainabilityunderstood in more detail as the commitment necessary by fashion firms to reduce the impact on the environment and climate of one of the industries now unanimously recognized as one of the most polluting, is a theme that generates more chatter e buzz sui social for instance. Posts and content about sustainability in an economic sense of fashion, however, above all high engagement rates. However, there is a declination of the great theme of sustainable fashion, such as the social one and that has to do with respect for the rights of fashion workers for example, which still seems to remain “in the rear», As the two companies write.

sustainable fashion as it is talked about on social media

Users interact differently with sustainability-themed content in fashion depending on the approach with which it is treated. Source: KPI6 / IZI Lab

Analyzing the conversations on the latest Fashion Weeks and Milan Fashion Week 2022 online and focusing on those in which the theme of sustainability appears, those who carried out the analysis realized that how users talk about fashion sustainable also changes a lot depending on the platform.

On Instagram, for example, we would speak above all of sustainability in an environmental sense, while on TikTok sustainability is mostly understood as economic sustainability; on Instagram there seems to be starting to be space for the themes of slow fashionwhile on TikTok we are still wondering about the opportunity to buy fast fashion.

There is a theme that acts as a “red thread” between the two platforms and it is that of second hand and it is a theme that, while on Instagram it creates discussions, on TikTok it generates involvement: in both cases the conversations are animated as much by VIPs and famous people of the Net as by influencers with smaller communities.

fashion and sustainability conversations on TikTok and Instagram

Some of the topics that Instagram and TikTok users discuss the most when discussing sustainable fashion. Source: KPI6 / IZI Lab

Is it time to rethink how fashion is communicated online?

Rather than giving definite answers to questions relating to whether and how the fashion system managed to “get out of its bubble” on a specific occasion such as that of the last Fashion Weeks, “Out of the Bubble”Seems to highlight those who are already and increasingly in the future will be must-haves for the communication of online luxury brands.

The first is to think phygital, above all to the extent that the greatest online participation around fashion themes continues to focus on the occasion of major physical events such as fashion shows and fashion houses. The second has to do with the customization: the meeting of brands is all the more effective the more it takes place in the context of an experience “tailored” to the needs, expectations, interests of individual people and increasingly also to the causes that are important to them.

In fact, good online communication is now also made for fashion firms with a good dose of purpose marketing and brand activism and this is demonstrated by the prominence of the war in Ukraine among the conversations related to Milan Fashion Week 2022 online, as well as the positive responses that users have given to those companies that have been able to respond clearly, quickly, punctually and in line with their own vision and corporate mission to the crisis – also reputational – that could follow the finding to support one or the other nation in conflict.

Moreover, it is not necessarily customers or prospects who talk about online fashion but more frequently people who feed il I dream of being able to own products one day become iconic and a vehicle of recognition and belonging: the lack of immediate conversions should never, ever lead companies to ignore what is a fully strategic target in continuing to ensure them the love brand status they enjoy.

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