A week ago I was hanging around a retailer’s shop when I glanced at a corridor with several clothes with printed Emojis, these instantly grabbed my attention and I felt curious about what kind of Emojis were chosen to be sold to the costumers. My first reaction was to take a closer look, I felt identified with some of these but others made me wonder: I would never wear these, so who else would?
At first I considered it bizarre to think about an Emoji Fashion fever in clothes actually happening (specially among teenagers). Since childhood we were used to see this kind of articles with printed stuff, for example Disney characters or classical cartoons. We enjoyed wearing them as casual clothes due to this identification with them, now people are wearing Emoji clothes to feel this similar bond.
The use of emojis in the digital platforms is increasing every time, according to Swyft Media, “41.5 million messages and 6 billion emoticons or stickers are sent around the world everyday…”, our ways of communication are constantly evolving to become more immediate and even more efficient.
One of the most relevant facts is how companies have decided to take all this Emoji fever to the next level. There is a relation with brands using emojis for engaging with their users and receiving a positive response from the users towards the messages, one example for this is the Domino’s Pizza new “Easy Order Service” in which pizza could be ordered just by texting a pizza emoji, as simple as that:
Image source: cw39.com
Sending a little pizza Emoji carries the same message as if it was expressed through a phone conversation with the fast food employee: I want pizza and I want it as soon as possible.
Some other brands had used them to commemorate important dates or events as for example Bud Light did for the 4th of July, which gained a good number of RT’s and Fav’s:
Image source: MarketingNetwork.ie
With three different Emojis stick together forming a flag, Americans felt empathic and patriotic about a whole national celebration.
Furthermore, we can see the emoji fever rising not only among brands but in our personal daily lives. In past lectures we have discussed the reasons why we tend to wear big brand printed clothes -big enough for people to see-, we are being true and faithful to our brands everyday.
More than words
One emoji as one single image can express a lot more than words. Wearing Emojis as if they were brands tells us about the evolution of a particular language which involves feelings and therefore a common message within a globalized community.
I consider this Emoji Fashion will end up becoming obsolete as most of the trends do and we will see them disappear from the stores in a near future, but the fact is that Emoji communication will still be the option to fill the blanks when words just aren’t enough.