Advertising
maintains particular relevance here, as the forms of communication between
advertisers and their target markets has been dramatically affected by the
convergence movement. Consumers are constantly bombarded with advertisements,
whether it is on a smart phone, a laptop, or other various media platforms.
These social implications are strongly influenced by convergence. This is supported
by Dwyer, who condones the idea that ‘convergence is never just a technological
process but it is implicated in, and expressed as, profound and ongoing social,
cultural and economic change’ (Dwyer, 2010, p8).
The
fashion industry has experienced quite a transformation through the phenomenon
of digital media convergence. With elite designers traditionally having control
of the industry as a whole, the participatory culture of convergence has
allowed for new attitudes to contribute. This essay will discuss how media
convergence has altered the fashion industry in relation to advertising, with
specific reference to the internationally recognised label ‘Dolce & Gabbana’.
The
convergence phenomenon has instigated transformations within the industry on
multiple levels. For one, the significance of bloggers within the fashion world
has changed dramatically. Bloggers such as the Sartorialist and Tavi Gevinson
are now considered as influential figures within the fashion industry, and are
very closely followed by many around the world.
Khamis
and Munt note the overwhelming change within the fashion industry, particularly
in relation to bloggers. Through convergence, the presence of online commentary
provided by these blogs has become a fundamental aspect of the industry. The online
fashion blog also opens up the scope of opinion. Gevinson for example, is a
fourteen year old girl from Chicago, who is now one of the most followed
fashion bloggers in the world.
The
emergence of blogging as such a significant contributor to the fashion world
demonstrates how ‘amateurs have moved from the margins to the front row’ (Khamis,
Munt, 2010, p2). Not only does this signify the impacts of convergence on the
industry, but the designers are interested too. For example, in 2009 designers
Dolce & Gabbana took the time at their SS10 catwalk show to talk to
bloggers the Sartorialist, Bryan Boy and Tommy Tom from blog Jak & Jil and
Garance Dorè.
Instances
such as this reemphasise how bloggers have ‘seized the opportunities created by
twenty-first century digital media- interactive, globalised, multimodal and
fast – and energised a parallel force in fashion media: the online fashion blog’
(Khamis, Munt, 2010, p2).
Jenkins
concurs with the notion that a cultural shift is happening as a result of
convergence. He supports that convergence ‘represents a reconfiguration of
media power and a reshaping of media aesthetics’ (Jenkins, 2004, p35). As suggested
by blogging, there has been a powerful shift to the importance of citizen
participation, and a conversational relationship, particularly in relation to
advertising.
Dolce
& Gabbana has embraced the phenomenon of convergence, and thus utilised and
incorporated it into their advertising strategies. By implementing tools such
as online websites, social networking and online advertising campaigns, we can
see how convergence has enabled D&G to stretch out their ability to reach
audiences through an increasingly wider range of media platforms. This is
affirmed by Khamis and Munt, who concur that a ‘collection launched by one of
the major fashion houses today will invariably find multiple forms online:
streamed as a YouTube runway show; fashion film; Facebook page…’ (Khamis, Munt,
2010, p1)
Social
networking is now an essential aspect of the fashion world, whereby followers
can actively participate in the commentary and happenings of the label. Facebook
for example, allows group members to like, share or comment on the activities
of the page, which all involve promotion of the brand.
The
new advertising campaign for Dolce & Gabbana classic fragrances ‘Pour Femme
& Pour Homme’ acts as a demonstration of this, whereby the label has
utilised many of these media forms to increase exposure of their advertising. Facebook
and YouTube are just two media platforms that allow access to the
advertisement. Google search also increases the possibility of exposure to
customers. An innovative media platform that has been implemented by Dolce
& Gabbana is an iPhone application, which ‘represents a direct
communication channel between the company and its customers. Its concept is to
realise a new way of interaction and contact with the Dolce & Gabbana
audience, using mobile devices in order to follow the users in their real life’
(Dolce & Gabbana S.R.L, 2012, available on iPhone Applications Store).
These
media platforms increase the advertising opportunities that a company has, and
in the instance of Dolce & Gabbana and the fashion industry in general,
there has been a tremendous transformation in their processes. Convergence has
acted as a catalyst to the explosive response received by followers, as it
enables a more interactive relationship between customers and the company. The emergence
of blogging and the significance of social networking illustrate the
increasingly interactive nature of the fashion industry, and how the phenomenon
of digital convergence has enabled this.
Bibliography
Dwyer,
T. (2010), Media Convergence, McGraw
Hill, Berkshire
Jenkins,
H. (2006), Convergence Culture: Where new
and old media collide, New York University Press
Jenkins,
Henry (2004), 'The cultural logic of media convergence', International Journal
of Cultural Studies v1, available at: http://ics.sagepub.com/content/7/1/33.full.pdf
Khamis, S., Munt, A., (2010), The three C’s of Fashion Media today: Convergence,
Creativity and Control, Scan Journal, Vol 7 No 2, retrieved 12 August 2011,
at: http://scan.net.au/scan/journal/display.php?journal_id=155
Dolce
& Gabbana S.R.L, (2012), Dolce &
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