Dwijendra Kumar
Pic Courtesy: SERA
In fast changing world, nothing is permanent. Each brand and company has to keep evolving its marketing and promotional strategies to keep pace with changing scenario so as to keep their market share in tact and to lure new customers into their folds. Fashion Communicators take that responsibility in the business of fashion and lifestyle products. Through various mediums of promotion, they keep arousing need and desire for their products amongst prospective customers.
The promotional tools used by fashion communicators to publicise their products include:
1. Audio video clips and films
2.Fashion Shoots/ Pics
3.. Social Media Platforms such as Facebook, Twitter, Instagrams etc.
4.. Articles and Advertisement in Fashion Magazines
5. Direct mails to customers
6. Websites
7. Blogs
According to National Institute of Fashion Technology, Ministry of Textiles, Government of India, ” The significance of brand identity has come to be seen on par with what the brand sells i.e., the product. Numerous pret and luxury brands keep appearing in the Indian retail scenario, and it has become essential for each of them to develop a unique brand identity so as to create maximum impact and visibility. Fashion Communication has made it feasible for these brands to communicate their products, identity and strategy, by providing a platform for these very brands.”
No wonder then, fashion communicators are directly responsible for creating and maintaining brand value in the highly competitive market of today. They represent the image of their companies in the market and in the eyes of the customers.How effective a fashion communicator has been in enriching brand value of company determines success that company in the market.
In other words, she/he is responsible for creating and maintaining the brand value of the firm in the market. She/he may be seen as the face of the firm which they are representing in the market, thereby operating as the link between their firm and the external world. An individual who possess outstanding communication skills with in- depth knowledge of the fashion and lifestyle trends is an ideal candidate for a career in fashion communication.
In the times of Pandemic and resultant growth in online purchase, the role of fashion communicators has got crucial in furthering business of a fashion and lifestyle product. Reason being people in general have become less mobile and not frequenting malls and shops to get an actual feel of the product. They form idea about a product based on its presentation in the virtual world. So how a brand or product is being communicated to readers determine its sale.
NIFT offers a Bachelor in Design course in Fashion Communication on its various campuses located at different places in the country.The course focuses on four major domains relating to art of communicating fashion which include Graphic Designing, Space Designing, Fashion Media and Fashion Thinking. Those taking admission in this course get adequate exposure and training in branding, styling, social media marketing, photography, commercial fashion space, graphics etc.
There are a number of other private educational and training institutes too which offer courses in the field. However, those having done courses in Fashion Design or Mass Communication too can join a company and handle this work efficiently. They must have excellent command over written and verbal communication as well as interest in fashion. Knowledge and exposure of various communication tools including those in use in digital world is a must.
Once through with the course, trained fashion communication professionals get employed with various companies at the following positions:
1.Brand Manager
2. Fashion Journalist/Editor
3. Fashion Photographer
4. Art Director
5. Website Contributor/ Editor
6. Public Relations Manager
7 .Stylist
8. Content Writer
9. Website Designer/ Visualiser
10. Visual Merchandiser
Some big names who employ Fashion Communication Professionals include
1. Indus League
2. Raymond’s
3. Tanishq
4. Lifestyle
5. Benneton
6.Perfect Relations
7. Madura Garments
8. FDCI
9. Wizcraft
10.Swarovaski
