How Marketing Is Changing Organizational Structure

One of my dearest friends is dating a dairy farmer. She won’t let me meet him because ever since I read this article, I’ve been obsessed with the dairy industry and the return of the milk man, which means that she thinks I’ll ask him too many questions (probably true).  It is interesting though. Aside from the charming glass bottles and the future children of Generation Alpha who might question their paternity, I’m truly fascinated by the various forces that have caused us to get back to basics in ways that make our lives a bit simpler.

I get like this about industries, for some reason.

Another industry that I’m obsessed with is nuclear power because it is experiencing a generation gap much more severe than others. They have tons of Baby Boomers, very few members of Generation X and droves Gen Y new hires. They are an old-line industry scrambling to attract, retain and train Gen Y to fulfill succession plans. It will be fascinating and excrutiating to watch this play out.

And, now, ladies and gentlemen, I’ll attempt to slide in a legitimate reasoning for spending way too much of my scarce time watching reality tv because it is actually a case study on the most fascinating industry of all…

The fashion industry, likely my most favorite industry obsession.

It is the place where art intersects with business. It’s  wearable art, glamour, culture, expression, capitalism. Also, workaholism, heirarchy. Fashion, and the manner in which we put it to use, tells a lot of who we are and where we are, not only as individuals, but as a society.

Last week’s NYFW left me contemplating more than the minimalist make up and flowy fabrics that will sweep in with the 2011 spring breeze. The fashion industry is not unlike many other industries, which are on one hand archaic, and on the other as progressive and forward thinking as ever. The question is, does one hand influence the other?

Over the past few years, marketers have gone absolutely nuts over social media, and for good reason. In business, sales is everything and in fashion competition is especially dense. Social media has allowed for the most creative fashion marketers to gain an edge by reaching customers at lower costs and engaging them (and more importantly, their influencers) on a deeper level. In the process, they’ve changed the rules of the game.

People care more about what their friends think than what an ad tells them, so these influencers (bloggers) have become even more important to marketers. So, important, in fact, that bloggers are now being worked into seating charts for runway shows, buffered by reality starlets so not to offend the traditional holders of buyer influence: fashion editors.

This isn’t shocking. The importance of bloggers and their influence on buying decisions is nothing new. However, their influence is shifting more than how marketers reach their customers, they are shifting industry paradigms, culture and structure.

This leaves me with a few questions. What does this mean for the future of the industry? Will this make the fashion industry easier or more difficult to enter due to greater accessibility? Will this make the fasion industry a better place to work by disbanding the hierarchy? What are the new challenges that will be faced under an evolved industry structure?

Photo Credit: STYLEMOM



  1. You are definitely allowed to meet him 🙂 I have already warned him about all of the questions. He may become a reader of your blog after today too because I forwarded him the blog.

    Love ya!


  2. Your post made me so increased insight
    thanks ..

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