10 things i learnt from 'the new fashion rules' . by victoria magrath

I recently read one of my favourite bloggers 'InTheFrow' new book, all about the impact the digital world has had on the fashion industry in the last 20 years; from luxury brands branching out into selling online, bloggers taking over the 'frow' and how social media is adapting with the times.

1. ASOS changed the online shopping game - introducing 'As Seen on Screen', recreating the looks from everyones favourite celebrities.

2. Net-a-porter where the first online 'luxury' retailers.

3. Many luxury fashion houses didn't move onto the internet until 2012 - this I found really interesting as in a way it makes luxury fashion a lot more accessible but maybe at the same time its taking away the novelty or nice of the luxury store experience.

4. Bloggers are popular for a reason - they're often very good at spotting the best items in the stores. This I can relate to a hundred times over, theres been so many times I've seen something in topshop and not battered an eyelid at it then gone onto instagram the next day and seen one of my favourite bloggers styling it amazingly!

5. Michael Kors was the first to sponsor an instagram ad back in 2013.

6. Continuous sales are killing seasonal trends. This is something i'd never really thought about! Gone are the days where there was just an end of summer sale and the january sales, now a day's there just seems to be one big long sale, especially on online stores like NastyGal and ISawItFirst, who are always offering 40% off everything, Making it harder for stores to push seasonal trends as they just all seem to merge into one.

7. Depop has encouraged fashion recycling in a hassle free way.

8. 58% of the UK female market in 2015 was said to fall into the plus size category - which sounds mental really when majority of stores seem to target the 6-14 sizes and consider these as being the 'mass market'.

9. The values of customers have changed - we now live in a world where everyone demands to feel included, accepted and adored and social media has aided this, giving everyone a voice.

10. Burberry changed the rules of the catwalk by introducing a 'see now buy now' strategy, meaning if you liked what you saw on the catwalk you could buy it now and wear it immediately, because really why would anyone want to wait 6 months to get their hands on it?

I would 100% recommend this book to anyone that has a passion for fashion, whether you’re an enthusiast, student, blogger, whatever, it’s got something in it for everyone and is truly really insightful!