Instagram and TikTok are now central to fashion brands' marketing strategies; the norm has shifted toward leveraging social media algorithms for instant impact and visibility.
Phoebe Philo's brand challenges traditional fashion practices by selling mainly on her website, abandoning seasonal calendars for drops, and maintaining a minimal Instagram presence.
Gen Z demographic favors wiping Instagram accounts clean; Philo's brand followed this trend by archiving posts, focusing on essential communication only.
The digital age has reshaped fashion dynamics, emphasizing adaptability to new technologies and social media platforms like Instagram and TikTok for brand visibility and engagement.
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