The 21st century has produced immense technological advancements that have indubitably changed the way people live. Style has not escaped the reach of 21st-century technology and has witnessed a significant change in the way people perceive it. The rise of the internet, particularly live streaming technology, has drastically altered the way people access style. This change has been dramatic and is particularly evident in fashion’s incidence on Singapore. It is crucial for Singaporeans, as members of a global society, to be aware of how different technologies influence their lives. Live streaming is a simple concept; it is the transmission of audio and video files in sequential real-time. While this is a simple idea, it has complex and multilayered effects on the fashion world. Live streaming Singapore comes in many forms such as a video on a news website that plays automatically when you access the site, a DVD played on a laptop, or an actual live transmission of a fashion show that allows web users to follow the show as it happens. It has numerous and varying functions as it infiltrates many different media such as film, television, and the internet, and it is used by both individuals who are seeking information and entertainment and professionals in many different industries. With the fashion world using the internet and new technologies with increasing frequency, live streaming Singapore has become an important device for the presentation of new collections from both well-known and iniquitous designers. Due to the costs and organization of a conventional fashion show, live streaming can allow designers to showcase their designs with reduced costs and still “reach a wider audience of press, buyers, and most importantly, consumers” Live streaming is also an effective means by which people can prowl and glimpse into the world of a fashion show they have not physically attended. This is an important function as viewing specific fashions in context can convey concepts and styles much more effectively than a mere photograph.
The Rise of Live Streaming in Singapore
Live streaming had many other positive benefits on the fashion industry in Singapore. Blogshops, an ever-growing industry in Singapore, began live streaming fashion shows in a bid to boost sales and improve their credibility to consumers. This gave them a chance to compete with established fast fashion labels such as Topshop and Zara. Now fashion expert Dick Lee has also organized a digital fashion festival for Singapore designers and retailers. This is a 3-day event featuring pre-orders for new collections, live chat with designers, and live streaming of a virtual fashion show. This is the first of its kind in Singapore and is another huge step in trying to carve out a fashion identity for Singapore.
The years 2015 and 2016 saw a digital revolution in the fashion world in Singapore, with the rise of live streaming as a method of communication for fashion shows. Luxury brands such as Chanel and Christian Dior made their mark on the Singapore market by organizing Cruise and Haute Couture shows right here on our sunny shores. This sparked fashion media to pick up on these shows, providing coverage on these exclusive events, something that was non-existent prior to this. Consumers could also catch snippets of these shows through various social media channels, giving them a firsthand look at these glamorous events. Live streaming gives consumers a chance to experience the sights and sounds of the fashion show without having to step foot in.
Impact on Singaporean Fashion
To the disappointment of the old school fashion houses, streaming live runway shows and presentations are finally beginning to lose their stigma of being the “cheap thrills” way to see a show for those who don’t have the connections to snag an invitation. This democratization of exclusivity is a major transition period for the industry and will undoubtedly see many objections from those who feel their status in the industry will depreciate. On the other hand, it directly addresses the increasing desire for immediacy that consumers have come to expect. Waiting the standard six months for new lines to trickle down to them is losing its effectiveness, as consumers these days are frequently ready to move onto the next big thing come next season. A poll conducted by American Express Publishing and the Harrison Group determined that 70% of affluent consumers in the US expect to buy designer goods within a month of seeing them. This immediate approach will no doubt reverberate down to the average consumer and it is certainly in the best interests of the fashion houses to keep the cycle moving. Unfortunately for Singaporean fashionistas and subsequently the industry in general, the acceptability of seeing and copying new designs for local production is at an all-time high. This is one cultural bias that is purely beneficial for Singaporeans, but could potentially slow growth of the industry in the long run.
Future Trends and Opportunities
Challenges abound to this budding instance of globalization. There are potential issues with the spread of culture between countries, most notably involving smaller nations with already established fashion cultures being overshadowed by more prominent countries. There is also the concern of quality content being drowned out. As with any popular video medium, there is potential for more eccentric, low-quality content to garner more interest and drive more capable content creators to sell out. However, it is possible that given time, more focused streams will create their own niche followings, allowing for better target demographics and an easier spreading of related fashion styles.
Live streaming provides a new way to offer entertainment for viewers. Live streaming works similarly to a normal internet video, but there are a few key differences. The content is often unscripted, allowing for a more authentic feel. It is often more engaging. The audience can often interact with the streamer via a chat window. The video is broadcast in real time. This interactivity is crucial for the development of trends with today’s youth. Often, fashion styles are birthed from a more notable figure and spread amongst fans or viewers. With the interaction between the streamer and audience, there is potential for new styles to be created by the designer or picked up from popular culture and spread. A dialogue may even open between different groups that makes visible the differences in fashion between cultures and countries.
Today’s youth is vastly different from their predecessors. Creative and tech-savvy, the youth are constantly on the lookout for new platforms of self-expression. The fashion world has always been changing, with trends being constantly recycled and evolving into new creations. With fashion constantly shifting, there is a need to always be kept updated.