Fashion is constantly evolving and with social media playing an integral role in the sartorial experience, it is changing at a much faster pace. Luxury labels, for instance, are employing new ways to engage with the market through innovations like “buy now, see now” fashion presentations. Labels are also now keen on associating their names with digital “influencers,” as part of their marketing efforts. Getting an influencer to post about your brand or product has now become just as effective in boosting sales as a traditional ad would.
There is retail wisdom to be had from the fashion success of Australian designer Poppy Lissiman. Hers is a story that not illustrates the importance of digital hype in today’s digital universe. It also sheds light on what the fashion market—obsessed with selfies, OOTDs and anything with a hashtag attached to it—resonates with and responds to.
Lissiman was 19 when she opened shop in Claremont, West Australia. Her pieces back then were mostly ready-to-wear apparel. As a designer, she also went into the creation of accessories that included eyewear, bags and jewelry. Her distinct, whimsical designs for accessories stood out, prompting her to focus solely on the said category by 2012. At around the same time, she launched her e-commerce site, which outperformed the brick and mortar shop in Australia. Thus began Lissiman’s success story.
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Fashion is constantly evolving and with social media playing an integral role in the sartorial experience, it is changing at a much faster pace. Luxury labels, for instance, are employing new ways to engage with the market through innovations like “buy now, see now” fashion presentations. Labels are also now keen on associating their names with digital “influencers,” as part of their marketing efforts. Getting an influencer to post about your brand or product has now become just as effective in boosting sales as a traditional ad would.
There is retail wisdom to be had from the fashion success of Australian designer Poppy Lissiman. Hers is a story that not illustrates the importance of digital hype in today’s digital universe. It also sheds light on what the fashion market—obsessed with selfies, OOTDs and anything with a hashtag attached to it—resonates with and responds to.
Lissiman was 19 when she opened shop in Claremont, West Australia. Her pieces back then were mostly ready-to-wear apparel. As a designer, she also went into the creation of accessories that included eyewear, bags and jewelry. Her distinct, whimsical designs for accessories stood out, prompting her to focus solely on the said category by 2012. At around the same time, she launched her e-commerce site, which outperformed the brick and mortar shop in Australia. Thus began Lissiman’s success story.
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