This problem is exacerbated when the offline identity is not even recognized in a non-digital context. What can be done? Perhaps, professional training, looking for help, investigating on the internet. Any one of these options would help to find a direction. Those that believe that the digital format is limited to a still picture of a product are doomed to failure. Presently, a digital identity is not only linked to an image, but also to our capacity to articulate and capitalize on networks that we are creating through the internet. Exploring new ways of market positioning and distribution Social networks stand out as an alternative, but they are not the only one. Design fairs were at one point another option, but have been losing ground little by little and only those that can provide a good selection of products serve their purpose. Another possibility is online commerce. Many designer brands are finding this as a way to distribute without a middleman, or at least to gain access to the national market, which is not possible from a physical store when regional locations are lacking. However, these are not the only options. Development of a marketing platform for fashion shows or something similar, which substitutes the socialite for the creation of enterprises, is a pressing challenge for the marketplace. If we maintain the belief that runway events are merely social parties we will not make the necessary leap forward. Another alternative is the exploration of formats in Latin America with good exposure. I believe that BAF Week and Colombiamoda are interesting options for some brands (not all) due to their media coverage.
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