Fast Fashion, Fast Content - Finding The Middle Ground
Fashion Revolution Week called attention to massive changes needed within the industry and spurred global interest and conversation. It also got me thinking about our role in this process.
As the backlash against fast fashion becomes more apparent, we're seeing it explained in a way that's compared to something more digestible (no pun intended), like fast food. But what about fast content? In the past few days I've seen dozens of stories from top tier publishers who have contributed their voice to the cause. While I'm all for support around an important conversation like this, I can't help but think that we need to apply a version of the "slow" and thoughtful approach to our content, marketing, and storytelling strategies. So I thought it would be pertinent to share some ideas on how we can instill a sense of awareness and care in our content moving forward.
That's the premise CONNECT(ED)ITROIAL was built on after-all, and when we're talking about world conversations like ethics in fashion, there needs to be some consideration in how we present the information. For brands and publishers, my question is this: Is it impactful enough to just report the information? Is that going to lead to any action or tangible change when it comes to addressing those who are more removed? Aside from reiterating the facts, are there ways we can come up with creative tactics to tell stories around the cause or get the masses thinking about it new ways? Based on my experience and recent events here are a few things I'm considering:
Devleop a point of view:
It really goes beyond just tapping an influencer or celebrity endorsements - though they certainly help! When it comes to aligning creative industries with cause-driven initiatives, there really needs to be careful attention to how we disperse content and who it goes to. From my own experiences on The Style Line I've learned that you get a sense of what your audience wants over time, and I think for us in the last year we've really sharpened our approach in how we deal with these kinds of issues. For instance, I've never wanted to make it my point of view - our brand is really community driven which opens up a dialogue and offers varied perspective. The most recent example of this was our story covering Zady's Future of Fashion Summit where we shadowed a fashion journalist and blogger who we believed offered a middle ground and explored relevant themes/the issues through her point of view.
Find your edge:
It's sometimes as simple as taking the time to think about what you want you to say, but more importantly show. This can be applicable at any point in time, but for a specific cause take the opportunity to do some research to see what articles, editorials or campaigns have been done around that particular initiative and see if you/your brand are able to build upon them. We all have our go-to resources for certain information - but ask yourself why that it is. What is that particular brand's edge? For The Style Line our edge is creating exclusive and original content with a premise for community, so keeping those two factors in mind gives us a solid framework to work off of for special projects or sensitive stories.
Fight or flight:
Depending on your brand and values, employing content with longevity really comes by asking yourself, "Do we need to up the numbers or can we take the time to create compelling content and grow a community?" Oftentimes it's both, but with the overly saturated market the latter really needs to be considered more than ever. I've always believed in letting the idea lead. Immersive editorial content won't be forgotten after quickly scrolling through an Instagram feed. And yes, it can be an investment in more ways than one, but when it comes to addressing the big picture and the big conversations that go with it, I'd say it's energy, time, and money well-spent.