The trend "sharded self" explores the development of social media, and finding a balance between enough, and too little technological input.
People are beginning to question how much we rely on the technology surrounding us. The sharded self focuses more so on how social media holds too much power and poses a threat to actual human interaction.
SELF PROMOTION
Social media provides the power to express yourself online, and to communicate ones self as whoever they want to be. Social media means one can inhabit as many lives as we like.
In terms of the fashion industry this means there a chance to play on the fact there's a growing concern on the lack of genuine interaction with the explosion of social media. Brands hold the power to re engage people and bring them back to real-world interaction.
Brands can also work with the growing need of consumers to perform online. Consumers have become obsessed with how they are perceived online; the amount of likes they receive, the amount of page views. Brands can work to introduce ways of manipulating this need. Brands should recognise online friends, family and followers are key audiences. Using online bloggers to "instagram" a branded item. This means the thousands of blog followers see this item, therefore want this item.
Brands must see the danger of alienation.
They must work with the growing concern of the social media power and balance this with interaction.
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