Communication plays a key role in any business and in any industry. In the contemporary business scenario, communication forms the foundation of the Fashion business.
Corporate communication used to be in the backseat. With modern business practices evolving, leaders are becoming aware of their effects on all parts of a business.
Taking marketing into account, it is clear, that the consumer is the focus of the contemporary business scenario.
For instance, in January 2018, H&M, the high street fashion mega-brand published an image on its website which was insensitive. Thus, social media was full of comments against the racist sweatshirt of H&M.
Branding is important to convey the correct message to the public. The modern consumer is extremely aware and eager to be part of every step.
They are fast enough to switch to other brands that are portraying their product’s message in a more edgy manner. Strong communication is the key to any business’s success.
Corporate communication is also responsible for communicating a company’s Corporate Social Responsibility (CSR) activities. They directly impact the company’s brand image. Businesses associate themselves with the correct cause that reflects the brand’s core values and relates to its customers.
The H&M Foundation is a great example of merging ethics and sustainability with fashion. The foundation gives hefty grants to support new businesses and designers by promoting sustainable fashion in the industry.
Such businesses are informed by new age ideas like transforming food crop waste into the fabric. These fabrics are 100% recyclable and biodegradable.
The relevance of Public Relations
The public should be aware of the efforts taken by a firm for the betterment of society. This is where Public Relations steps in, informing consumers about the achievements of the business.
Traditional communication has managed to stay relevant in the modern Fashion business scenario. The current landscape has instantly accessible social media platforms, highly aware consumers, and fierce marketing campaigns. It is important for the business to create and apply effective communication techniques.