Fashion items in South Africa are increasingly being sold in social settings. Not because that is where the most money is made but because, it is the ideal environment in which to showcase a brand and make a connection.
Social experiences bring people together. Market culture is favorable because people have the versatility to shop, eat, drink and chill with friends in an easy-going, cool, conducive location. Humans are social beings who enjoy the company of friends and playfulness. Relishing in the opportunity to see and be seen. Especially people who love fashion. It’s the opportunity to show off what you’re wearing, see what other people are wearing, be inspiring as well as find new inspiration. Picture-taking thrives in these situations.
A local Festival like LPO which has happened and will be happening again in Braamfontein, is dedicated to showcasing local fashion brands. Beyond just having brands brings their products into a space it is a social experience. An opportunity to make a lasting impact on people. Fashion not only becomes a product in a setting like this but an art exhibition. A social experience, infused with story-telling, conversation, music and food.
It’s also the opportunity for brand owners to connect with each other. Allowing for further growth in our fashion industry. Which is helpful for the South African consumer who wishes to be exposed to things beyond which they are used to. As well as what they used to, meaning the the regular shops at ordinary malls.
Business owners need each other to grow. Consumers need each other to grow, both consumers and business owners need each other to evolve. Co-operating with the current fashion system allows for no movement in terms of local fashion brands.
Seeking to move fashion showcases into more social settings that gives a person a more holistic experience is what brands should be doing for greater impact that does create stronger sales leads.
