.

What is the first thing you do when you wake up? Check Instagram?

Do you wake up scrolling through countless Instagram posts?

In this current postmodern society, we feel pressure to be socially accepted. In todays media saturated, materialistic and consumer-led society, social media sites such as Instagram, Facebook and Twitter are at the forefront of most peoples lives. Having an Instagram account is a must have. We need to have enough Instagram likes to feel happy. "Can you like my Instagram picture?" is a question I get asked, almost daily. Instagram, unlike Facebook is a purely visual site so it comes with the excessive need to look good, and post good content. For many of us we simply go out for lunch and have a burning desire to post a picture of the really cute cafe we are in or the amazing Starbucks coffee we've just bought. The attachment you have to your phone after you've uploaded that long thought about image is ludicrous. The time you waste thinking of that perfect caption and applying that perfect filter.

Snapchat is another big thing taking over, I'll go out with my friends, and most of the night will be spent rewatching that snap you just posted. Which again, comes back ultimately to looking a certain way, and feeling important and superior if you have a long story, letting the world know you go out on the weekend. Everyone can now see your every meal and your every move. 

For me, this doesn't effect the way I feel about myself, as I'm in a place where I feel pretty happy with where I'm at, however in my opinion, this has a big effect on young teens. My 13 year old sister spends hours and hours on these social media sites, teens now have that added stress of feeling like they have to look a certain way. They are deluded with social media, and it seems to be getting worse and worse. Is this generation going to be able to socialise in the real world?, or is it making them brain washed. Mobile phones are completely taking over. We don't even get that small interaction with the waiter when they come to take our order,  there is now mobile phone apps in place to sort that out for you, are we living in a world that is soon going to be completely taken over by phones, leaving us with no real reason to interact in the real world. 

The fashion industry is the second biggest industry in the world. I done some research into H&M, the brand I shop at the most to see how they're helping to protect the environment.

H&M probably talks about sustainability more than any other fast-fashion brand. It produces a conscious collection made using sustainable and recycled materials, and encourages garment recycling to all its consumers, they don't test on animals and they have a voucher programme offering discounts to those who donate their old clothes at its stores. The brand states that it wants to only use recycled or other sustainably sourced materials.
On April 18, H&M kicked off a major project, intended to collect 1,000 tons of used clothes, called world cycle week, that its promoting heavily. However, Kristen Brodde, the project leader of Greenspeace Fashion, wrote in a press release "H&M's recycling week is in reality a week of illusions since only one percent of collected clothing can be used a recycled fibres", she suggests that offering garment repair services would have done more good than inviting customers to recycle their old clothes and buy new ones.

They have even made a music video promoting this cause in collaboration with rapper M.I.A. Businesse's can become more sustainable both environmentally and economically by collaborating. Big brand collaborations such as H&M and Alexander Wang, Apple and Burberry have been success's due to the fact they offer a sense of exclusivity to draw the customer in and the fact that each brand sits of opposing ends of the market allows them to tap into each other's audiences. The collaborations create something new and innovative, allowing the success of the brand to be sustained in their own market as well as being generated in a new one.

But is H&M really as ethical as it portrays to be? with the irony that H&M has been given the international ethics award, despite being the biggest buyer of clothes made in Bangladesh manufacturing about 25 percent of its clothing, where the minimum wage is the lowest in the world. Its been named one of the best companies to work for despite 850,000 of its textile workers are not being paid a fair wage, which they cant even live on, only 36 dollars a month!!! Some labor groups have even said that H&M put workers in unsafe conditions, by looking for the cheapest work possible.
Although H&M is one of the biggest buyers of organic cotton, it still only accounts for 13.7 percent of its total garment production. Fabrics like cotton are sustainable and easy to produce however others have a much more damaging effect on the environment. For instance the fur industry is thriving currently and struggling to reach the demand, especially since regulations of what fur is permitted to be used, produced and sold where.
H&M manufactures at least 600 million items each year and operates more than 3,200 stores in 55 countries, and if you include its subsidiary brands, such as COS, that number jumps above 3,500 stores, and the company is expanding its locations by 15 percent each year. To operate those stores, not to mention manufacture and ship the clothes requires hell of a lot of resources including, electricity, oil and water. Even if the brand manages to help the environment slightly from one year to the next, its business continues to grow, which remains enormous and far from sustainable.

Digital marketing has emmersed over the last decade. It's gone crazy, everyone is now online!

Outlets like TV commercials and magazine adverts do not achieve the promotion of a product like they used to. The increase in the use of mobile phones means brand marketers have many more ways of communicating directly and interactively with their target consumers, its all about nurturing the platforms where the cosumers spend most their time. Online sales have become the industrys most important engine of growth and young buyers spend more time on social media than reading magazines or watching TV. The internet is getting more and more important, digital is expected to drive 40% of projected sales growth from 2013 to 2020, as oppurtunitys to open physical retail space diminish as consumers increasingly opt for the convenience of online shopping. In the past 5 years online sales of luxury goods grew four times faster than offline sales. 80% of fashion brands now have a mobile site; less than half did in 2012.

The four largest emerging and developing economies are BRIC conutries (Brazil, Russia, India and China). The future of digital media is in emerging markets like China and India. Social media use in developing economies has risen loads in the last few years. All thanks to the introduction of smart phones, these mobile-first markets are accessing the internet with affordable devices at reasonable rates, creating an oppurtunity for marketers to connect with consumers in countries that have been off the digital grid. However mature markets still lead the way in digital earnings, with the United States ranked number one, followed by Japan, Germany and the United Kingdom.

"Emerging markets are ripe for digital media investment. However understanding what markets to focus on, as well as how and when to enter them is crucial to succeed." - John Nendick, EY Global Media & Entertainment Leader.

Adapting to the web, to sell and communicate with customers, is a challenge for many in the luxury fashion business. Chris Morton, chief executive of Lyst.com, a multi-brand online luxury retailer said no company in the industry could afford to ignore the web. "A luxury brand that avoids the internet is effectively refusing to engage with its customers where they are increasingly spending time and money", he said. "It is not listening to what its customers want, which is dangerous in any consumer-facing industry". The production studio at Burberry's headquarters in London's 'Horseferry House' outputs a never ending stream of digital content, feeding the brand's website and social media channels and reflecting the company's chief creative, Christopher Bailey: "We are now as much a media-content company as we are a design company." The investment has helped make Burberry one of the most successful brands on social media, with one of the highest number of 'likes' per post on Instagram, which Luca Solca, head of luxury goods at Exane, say's "its by far the most relevant social platform for luxury brands." Other top performers include Michael Kors, Chanel and Louis Vuitton. Yet some important luxury brands have failed to bring their strategies in line with todays media reality. Celine, has neither e-commerce nor a social media presence. Celines Instagram account carries less than 10 posts and only 2,000 followers while its star designer Phoebe Philo is barely present. She was even quoted saying she "would rather walk down the street naked than join facebook". But if she wants to keep her brand relevent, she might just have to abide by the digital craze. In contrast, Chanel has 15 million followers, while its creative director Karl Lagerfield has 3 million followers and around 700 posts. The majority of luxury brands remain slow to build their digital capabilities and lack e-commerce sites geared towards important emerging markets, including China, Brazil, Russia, South Korea and the UAE. Some lack e-commerce all together.

http://fortune.com/2016/09/27/lmvh-digital-strategy/
https://www.businessoffashion.com/articles/fashion-tech/burberry-remains-digital-luxury-leader-celine-trails