How new technologies and cultural shifts are rewiring fashion communications.

Brands have figured out how to go viral on TikTok, but holding young consumers’ attention for longer than it takes to swipe to the next video remains a challenge. Fashion must take a cue from the platform’s most successful creators and build an online persona that doesn’t need to hop on the latest trend.

Once considered fringe, platforms like Reddit, Discord and Twitch are attracting the attention of digital marketers aiming to diversify their channel mix away from Instagram.

Doubts over the reliability of advertising data from platforms and the dubious nature of so-called vanity metrics are forcing marketers to think smarter about how they measure success moving forward.

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