Once upon a time gaming was relegated to the Dungeons-and-Dragons sort of crowd. Yet as our lives evolve to include the more and more time spent with computers and mobile devices, games and other interactive applications are becoming the norm for everyone. The fashion world is no exception to this trend, as brands and media outlets are devising fresh ways to interact with new millennium fashion fans…
Dress-Up Games & Stylist Sites
Brand awareness is certainly a big motivator for those that advertise online, but what these companies ultimately want is for us (readers, shoppers, and whatnot) to take action. Creating games and other interactive features does help to prompt a web surfer to act, but whether that action leads directly to sales remains to be seen.
Above: Sketches from Tom Ford Womenswear Spring/Summer 2011. Photos from the recent New York fashion week presentation are being witheld until January of next year. The designer explains:
“The way the system works now, you see the clothes, within an hour or so they’re online, the world sees them. They don’t get to a store for six months. The next week, young celebrity girls are wearing them on red carpets. They’re in every magazine. The customer is bored with those clothes by the time they get to the store. They’re overexposed, you’re tired of them, they’ve lost their freshness… In addition, all of the fast-fashion companies that do a great job, by the way, knock everything off. So it’s everywhere all over the streets in three months and by the time you get it to the store, what’s the point?”
According to Matches womenswear buyer Georgina Gainza, fledging NYC brand Suno is the new Dries Van Noten. Gainza tweeted the above in response to her colleauge, Fashion Director Bridget Cosgrove’s tweet that the London retailer had just bought pieces from Suno’s Spring 2011 collection. The placement at Matches will mark the label’s first availability outside of the U.S. See looks from the collection below.
Polyvore is the leading community site for online style where users are empowered to discover their style and set trends around the world. With over 6 million unique visitors and 140 million page views a month, Polyvore’s global community has created over 20 million fashion sets that are shared across the site. The company collaborates with prominent brands such as Calvin Klein, Diane Von Furstenberg, Lancôme, Net-a-Porter, Gap and Coach to drive product engagement; and its user-generated fashion campaigns have been judged by Lady Gaga and Katy Perry.
This year Milan Fashion Week was shook with the news that US Vogue Editor-in-Chief Anna Wintour would only be attending three of the five days of shows. Labels were in a panic, trying to rearrange their schedules to make sure the real life “devil” in Prada would be able to attend their presentations. Why would an entire city of fashion elite get their collective panties in a bunch for one tiny woman?
For decades, fashion magazines were the ultimate bridge between the fashion world and the all-important consumer. This system created centralized powers like Anna Wintour who can make or break a brand with one swipe of their editor’s pen. But with steady cultural and technological changes, the tide is shifting away from the oligarchy of print and other “old” media and toward the democracy of online media like blogs.
Blogs are like the lighter, faster cousin of the magazine. Consumers no longer have to wait six months for fashion rags to publish a sliver of what they deem to be worthy from a new season of collections. Instead, fashion fans can turn to the agile blogosphere and see new collections the same day the mighty EICs see them. More importantly, blogs invite readers to participate in the dialogue of fashion, making the comment section as much a part of an article as the contents of the post. While a magazine dictates, blogs allow readers to be a part of the determination of what’s “in” fashion. In this way blogs are helping democratize the fashion industry.
Smart brands have picked up on this new power and have given bloggers access to the holy grail of fashion influence, previously exclusive to the most important magazine editors and celebrities: The Front Row Seat. Placing bloggers in these highly coveted spots has created a small backlash from a few members of the old guard, as when Grazia magazine’s style director Paula Reed lashed out at 13-year-old blogger Tavi Gevinson who was seated in front of her at a Dior couture show. The blogger wore an over-sized bow in her hair, which became the object of Reed’s public ire. Still, the entire industry seems to recognize the power of harnessing public opinion using the online arena and, accordingly, blogs are here to stay.
Pictured above is blogger Susie Bubble, who is a virtual celebrity in the fashion blog circuit. See her very popular personal style blog at www.stylebubble.co.uk
We may not like to admit it to ourselves, but it can’t be denied: summer is coming to a close. Pretty soon bare arms and flip flops from sun up to sun down just aren’t going to cut it. As the sunny season fades and fall comes rushing in, we all start looking for ways to cover up but still be cute. But if you’re like most people, you don’t get your new season wardrobe in one fell swoop. Rather, you gradually build new pieces into your existing selections. So before you pack away all ALL your summer gear, have a look at the following tips to help stretch your summer wardrobe into the fall season.
“Living in Alabama and telling someone you want to pursue a career in fashion is like telling your parents that you’re planning your financial future around winning the Florida lottery. They just look at each other and sigh”.
The above cute quip from DailyFashionJobs.com contributor Mary Caitlin Ward. Read the rest of her charming article about breaking into the fashion biz despite small town roots here. *Caveat: Ward hasn’t actually “broken” into the industry just yet (she’s a student), but she’s a great writer and has sound advice beyond her years.
In some ways, celebrities have the world at their fingertips. With heaps of money and access to just about anything, they get their pick of the finest luxury to be found anywhere. So when a celeb makes a choice it’s reflective of their tastes, personalities and even their values. Have a look at what these handbags might say about their owners.
In the last couple years there’s been a boom in online shopping. This is true across all categories and formats, but especially so for high-end fashion. Accordingly, savvy entrepreneurs went after the discount-seeking, designer-loving crowd with a bevy of so-called online “sample” sales and “private” shopping clubs. Initially there was an attractive mystique spawned by the idea of invite-only shopping, but as the number of sites and customers in the arena grew it become clear that there wasn’t anything truly private about the deal. Now, there are more of these sort of sites than this blogger cares to name, but a few you might recognize include ideeli, Editor’s Closet, Top Button, Cocosa, and Hautelook. And then there’s Gilt Groupe, a slick shopping club site that has distinguished itself among the pack with it’s premium inventory, tech savvy marketing, and expansion into the travel arena. The company has made it clear that it’s not your average online sample sale by teaming with print magazines and being the leaders of the iPad app pack. Now Gilt widens the gap between it and the rest in the sector by being the first to have a capsule collection designed specifically for the site. More
When it comes to fashion commerce online, Net-a-Porter.com is pretty well at the top of the food chain. The innovative e-tailer is often credited for making luxury fashion available to the masses by offering high-end brands, which were traditionally only available in boutiques and top-tier department stores, to online shoppers. This meant that anyone from Alaska to Albuquerque could get in on the designer fun, rather than only those in such places at New York City or London.
UX Writer | Content Strategist | Product Writer | UI Writer | Content Designer | Editorial Manager | Software Copywriter All of the above job titles are used to describe the person responsible for the words found in and around a web or mobile application. While the task of writing copy for user interfaces isn’t(…)
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Netflix has spoiled me. The video streaming pioneer is a sophisticated platform that makes browsing a huge catalog feel as comfortable and familiar as scanning the media shelves in my living room. That is, if my living room shelves could magically refresh themselves with new items while remaining perfectly curated to my current tastes, while(…)
I’ve recently had the privilege of working on content management and publishing for the world’s largest retailer. The opportunity to be a part of the digital strategy team for an organization of such scale has been thrilling, but it’s required some sacrifices. My aversion to cubicles notwithstanding, I can be counted on to be in(…)
When eBay introduced collections a few months ago I wondered if they were a replacement for their not-so-slick lists. Themselves a fairly new extension of the veteran Watch List, lists were a way to categorize all those things you “watch” – often with no real intention to buy. They encourage the rampant window shopping that,(…)
@FashionFinderDk and @ElephantiApp are working to convert mobile surfers to brick and mortar shoppers #RetailTechSummit #FTW14 — Mary Egbula (@eightyjane) March 2, 2014 The Retail Tech Summit took place Sunday, March 2nd, as part of San Francisco’s Fashion Tech Week 2014. The event featured presentations and panel discussions from companies that are using technology in(…)
The Green Light by eightywww.COLOURlovers.com From Colourlovers.com: “Betabrand is partnering with COLOURlovers for an incredible new contest. Betabrand, a company based in San Francisco, is an online community that designs, manufactures, and releases new items every week! They are now launching a new clothing line for women and we’re going to help them choose colors(…)