The fashion designer said the direct communication link was of great advantage and also influenced the creative output of designers.
In 2005, Lanre DaSilva Ajayi stepped into the Nigerian fashion scene with something different - Victorian-era dresses.
For the past ten years, the founder LDA Couture has evolved to being a force to be reckoned with both home and abroad with her unique 1940s couture signature designs.
Pulse Nigeria spoke to DaSilva Ajayi about social media and innovation in the Nigerian fashion industry at the recently held Access Conference 2015 in Lagos, Nigeria.
The fashion designer said social media especially Instagram has had a “huge” impact on the Nigerian fashion industry.
“I know someone who doesn’t have any store or anything and started making some nice things on Instagram and she’s selling", DaSilva Ajayi said.
“That’s the extent to which Instagram, social media, digital marketing has gone.
“It brings the consumer and the supplier together as one, there’s good communication”.
She explained that the direct communication link was of great advantage and also influenced the creative output of designers.
“Communication is key, you target your audience, you know who will like it. You immediately know who wants to buy, they immediately tell you Lanre I like this dress on Instagram, there are direct messages, it’s amazing . . . you know what they don’t like as well.
“It’s a good interacting system”, she explained.
The Access Conference 2015 presented success stories from several industry leaders including Former President Costa Rica Jose-Maria Figueres, media entrepreneur Chude Jideonwo, Creative Brand Strategist at Twitter Jonathan Henning, Herbert Wigwe, CEO and Group Managing Director Access Bank and several others.
The theme of this year’s conference was "Leading in a Transformational World - The Imperative of Innovation".
Watch Lanre DaSilva Ajayi's interview in the Pulse TV video above. View pictures from the event in the gallery below: