Current fashion as a whole requires immediacy and the recognition of changing trends. Unlike the past, where the fashion and retail industries were closed off experiences, social media has sped up the process of being exposed to these new trends, outfits, and styles. Instead of waiting months for the next magazine issue to come out, customers and consumers expect and want the new trend at their fingertips. Because of this, it is imperative that trend watchers look toward the future, to stay ahead of the curve.
For trend watchers, constantly observing the subtle and elusive changes that signal fashion shifts is crucial. However, mere observation is not enough. For trend watchers’ work to actually become a reality, the creation of a framework for how the shift began and where it is likely to go in the future within a social system is also needed.
These fashion changes predominately occur due to social changes within the world. A prime example of a recent social change that has caused a style change would concern fashion designer and trend watcher Marc Jacobs.
Marc Jacobs’ Spring 2016 Ad Campaign was widely documented and discussed over the past few months, for a couple of reasons; one of them being social change.
In a recent exclusive where Jacobs revealed his thoughts and feelings on the campaign, he said that this season’s ad campaign was driven by his inspiration from the spirit of equality in the United States. In other words, Jacobs was referring to how the idea for the collection and campaign itself was brought about by the June 2015 Supreme Court ruling in favor of legalizing same-sex marriages.
Despite his inspiration for the project, though, Jacobs’ campaign was a major success for a different reason; the location in which he initially exposed the campaign to the public.
As with many current fashion designers, Jacobs has now grown fond of social media platforms, such as Instagram. With his 2016 Ad Campaign, Jacobs decided to ignore posting the images on traditional forms of media, such as the company’s website, and instead went directly to his consumers with his personal story of the campaign.
By directly posting the text-laden story behind the campaign, (as well as a few images) on his personal Instagram account, Jacobs had struck gold. Due to the recent social change in the United States, and its widespread effects, the inspiration behind the campaign resonated with thousands of his fans. Jacobs’ main intention with the campaign was to simply display his own personal feelings and pride of the United States at the time, but it became much more than that for many consumers.
Marc Jacobs’ Spring 2016 Ad Campaign is noteworthy because of the impact it had on consumers. By appealing to the emotions of many supporters of same-sex marriage, and by reaching out to his fans personally through his Instagram account, Jacobs’ deeply emotional and personal campaign was the first blatantly consumer-facing communication to express the company’s new brand focus. Topping the Business of Fashion’s ranking of the Top 10 Campaigns of the Season, Jacobs’ campaign is one that demands the attention of fashion and retail leaders, and serves as a model for a successful social media marketing campaign.