It’s the second part of a collection of 33 fashion telegrams. In the first part of was about personal experience, attention and cultural memory, and here we move to mechanics: how the brand works, how PR works and strategy, how production, rhythm and legal field of fashion.
The footage from a journalist named Katie Horne on a trip to Spain with Jack McCallow and Lazaro Hernandez, creative directors of Lovewe. Photo from Shoes&drinks
Fashion business, PR, strategy, communication, consumption analyst
Channels that view fashion as a system: branding, marketing briefcases, business processes, scale-up, consumer behavior. Authors examine how brand DNA is formed, what communication tools are working today, and how the market is changing under the influence of economic and cultural influence.
The footage from the book «Assistents» is a project by Virginie Benarroch. Photo from the Ways of Seating Channel
People and clothing
@dressedpopule Svetlan Paderina writes about an analysis of the consumption and adaptation of the fashion industry to the economic and cultural context. The channel focuses not so much on trends, but on behavior, motivation, and changes in the behaviour of fashion users.Connect the dots
@dotcomms Communication Agency channel, where local fashion business case reviews and reviews are published. Authors describe how PR strategies are being built, how brands work in the public field, and what communication tools are actually effective today.
Examples of posts from the «people and clothing» channels, Connect the dots, «Fashion drive» and «ways of growing» channels
Fashion pump
@fashionprokachka Olga Steinberg, an insider of fashion business, shares an analytical industry, market surveillance and professional opinion on brand development. The channel targets those who work in the industry and want to understand its business logic.Ways of Seeing
@ways_of_seeing Channel of brand strategy and co-founder Ounce Agency Natalie Kurochtina on visual culture, fashion and aesthetics. By combining strategic thinking, the cultural context, and a careful study of visual culture, Natalia thinks about how brand DNA is formed, how reserch affects taste and professional optics, and how the image becomes a system of meaning.Production, technology, riteil and law
Fashion application channels: design, production, visual merchandising, RT, legal briefcases and intellectual property. Fashion is seen as a product and infrastructure, ranging from medicine and textiles to the subtleties of contracts and the design of commercial space.
The Gentle Monster store window is in China. Photo from DarkVM Channel
Top multiplier
@mnogoruchka_on_air Although the channel does not deal directly with fashion, Venedictov’s Anastasia, a lawyer and operating director of the BUNT branding agency, works extensively with local fashion brands and knows all the subtleities of creative business in Russia. The author elaborates on new amendments and laws, webinars on practical topics ranging from product labelling and the prohibition of advertising on social media to the law on translating foreign words in brand names and descriptions into Russian.Move and sew
@prayandsew Channel on fashion industry entrepreneurs, market news and business practices. The focus is on production realities, management stories, and applied information for those working in the industry.Rodkina, leave
@RodkinaLive Clothing engineer and founder of Grasser Olga Rodkin’s design school is talking about individual sewing and company hors d’oeuvres.darkvm
@darkvm Channel on visual merchandising, virinistics and rhythmic technologies. The authors describe how the commercial space is constructed and how the design of the store affects the perception of the brand and the behaviour of the buyer.Examples of posts from «upper multihandle», «Moan and sew», «Rodkina, get out of mode» and DarkVM
Fashion Law
@welawfashion Channel on Fashion Law. The focus is on legal briefcases, intellectual property issues and legal support for fashion business.Scientific Fashion. Science and fashion
@science_fashion Channel on science and technology in the fashion industry: innovations in clothing design and manufacturing, shoes and accessories, research and startups. New materials, technological processes and innovations in fashion are discussed here.shoes&drinks
@shoesanddrinks Fashn Hedhanter Channel and the designer of Elizabeth Buinova’s accessories working with Ann Demeulemester, AF Vandevorst and Proenza Schouler. This is insider information about the fashion industry from the centre of European fashion — Paris: brand strategies, back-to-back news, and the fate of creative directors. The professional experience in the design of accessories adds special optics — attention to the details of the product, the craft, and the heritage of the houses — and personal tone makes the industrial news alive and sharp.Examples of posts from Fashion Law, Science Fashion. Science and fashion» and Shoes&drinks
Telegram today is not just a news tape, but a complete map of the industry, ranging from doll talk about assignments to consumer policy analysis and business process review. These channels show how different the view of fashion can be if it is written by an editor, an entrepreneur, a technologist, or a researcher. Keep the collection and collect your own media environment consciously: In an information surplus, the quality of the sources becomes a professional tool.
And if you want to get deeper into the fashion industry, we suggest that you pay attention to the complementary education programme «Mod as Business» of the INA School of Design of the USE. Under the leadership of Svetlana Ionova, executive director of Ruban and entrepreneur with 18 years of experience, the participants will review the management of production, sales and promotion in four months and assemble a holistic business model. The training is built around its own project: participants will develop the brand concept, calculate key indicators and present it in a professional presentation format. In the finals of the program, every student will have a ready-to-start business plan, the first step in the fashion industry as an entrepreneur.
Cover: Photo by Carlijn Haveman
