One of the main tools that I am going to use to analyze fashion, through the lens of social media platforms, is disruptive innovation. Coined by Clayton M. Christensen, disruptive innovation “describes a process whereby a smaller company with fewer resources is able to successfully challenge established incumbent businesses.[1]” It transforms a product or service that traditionally was expensive, and therefore catered to a certain audience who could afford, and know how to use it. It highlights businesses that are targeting a niche market, especially one that most businesses in the specific field fail to target. Therefore, even though the products and services are generally introduced from the lower end of the market and are accessible in price to the masses, the convenience of their services makes them especially marketable and intriguing.


Taken from The Innovation Manager

Consequently, these products overwhelm the industry and entice an entirely new, and broad, audience. An example of a disruptive innovation, social media platforms, is the main innovation that this project will address. Social media platforms are the perfect model of a disruptive innovation because the most popular are free, and appeared to be clunky in their inception but have evolved and become efficient over time. Also, they replaced and/or enhanced existing industries.

Prior to social media platforms, marketing and public relations, for example, involved a greater amount of dedicated energy since the only means to execute awareness and communication was through print and/or word of mouth. Therefore, it was difficult for companies to reach broad audiences. What social media and digital technologies have afforded is the ability to market and communicate products and services constantly. In addition, social media platforms allow the targeted consumers to interact with the marketers and provide feedback, which ultimately aids in the efficiency of marketing and PR strategies.



[1] https://hbr.org/2015/12/what-is-disruptive-innovation


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