Dwijendra Kumar

In this digital age, communication is the key to success. And so brands, fashion entrepreneurs and designers keep working on new strategies so as to derive maximum gains out of business promotional initiatives.

What could be the best way to reach out to the target customers and lure them into buying their fashion and lifestyle products is decided in a brainstorming session undertaken by a team of concerned  managerial staffs headed by Fashion Communication professionals. Their job being to adopt latest practices of effective communication to keep arousing need and desire for the fashion products in prospective customers using innovative and creative methods.

Following are the promotional tools used by the fashion communicators for the promotion of fashion products:

  1. Audio video clips and films
  2. Fashion Shoots/ Pics
  3. Social Media Platforms such as Facebook, Twitter, Instagrams etc.
  4. Articles and Advertisements in Fashion Magazines
  5. Direct mails to customers
  6. Websites
  7. Blogs
  8. Vlogs
  9. Calendars
  10. Press Releases and Press Conferences

No wonder then, fashion communicators are directly responsible for creating and maintaining brand value in the highly competitive market of today. They represent the image of their company in the market and also in the eyes of the customers.How effective a fashion communicator has been in enriching brand value of a company determines success that company in the market.

In other words, she/he is responsible for creating and maintaining the brand value of the firm in the market. She/he may be seen as the face of the firm which they are representing in the market, thereby operating as the link between their firm and the external world.

An individual who possess outstanding communication skills with in- depth knowledge of the fashion and lifestyle trends is an ideal candidate for a career in fashion communication.

In the post- Pandemic  era wherein  growth has been witnessed in online purchase, the role of fashion communicators has become crucial in furthering business of a fashion and lifestyle product. Reason being people in general have become less mobile and not frequenting malls and shops to get an actual feel of the product. They form idea about a product based on its presentation in the virtual world. So how a brand or product is being communicated to readers determine its sale.

National Institute of Fashion Technology, Ministry of Textiles, Government of India offers a Bachelor in Design course in Fashion Communication across its various campuses located at different places in the country.The course focuses on four major domains relating to art of communicating fashion which include Graphic Designing, Space Designing, Fashion Media and Fashion Thinking. Those taking admission in this course get adequate exposure and training in branding, styling, social media marketing, photography, commercial fashion space, graphics etc.

There are a number of other private educational and training institutes too which offer courses in the field. However, those who have undertaken  courses in Fashion Design or Mass Communication too can join a company and handle this work efficiently. They must have excellent command over written and verbal communication as well as interest in fashion. Knowledge and exposure of various communication tools including those in use in digital world is a must.

Once through with the course, trained fashion communication professionals get employed with various companies at the following positions:

  1. Brand Manager
  2. Fashion Journalist/Editor
  3. Fashion Photographer
  4. Art Director
  5. Website Contributor/ Editor
  6. Public Relations Manager
  7. Stylist
  8. Content Writer
  9. Website Designer/Visualizer
  10. Visual Merchandiser

Some big names who employ Fashion Communication Professionals include;

  1. Indus League
  2. Raymonds
  3. Tanishq
  4. Lifestyle
  5. Benetton
  6. Perfect Relations
  7. Madura Garments
  8. FDCI
  9. Wizcraft
  10. Swarovski

(Dwijendra Kumar writes on fashion and lifestyle issues and has authored books on fashion design & textiles. Views are personal)