This week 4Fashionistas recognizes Fashion’s Collective as our next social fashion thought leader and its founder/strategist – Elizabeth Schofield as well as digital strategists Tamar Shamir Koifman and Agata Seidel. Fashion’s Collective is a resource in digital and social media marketing for fashion and luxury brands.
One of my favorite places online for fashion 2.0 vision is Fashion’s Collective. Visiting the website is like taking a tour of a museum where knowledgeable curators guide you through the collection of brand profiles and fashion 2.0-related articles. Everywhere visitors to the site can easily navigate the various sections and also share their findings with friends on Twitter and Facebook.
I especially enjoyed the Fashion’s Collective, three-part series (The Facebook Dilemma) about Facebook marketing for luxury brands. Part I discusses whether to use Facebook or not because the audience interacting with a luxury brand does not always align with the brand’s target demographic. Part II is about being strategic in finding your brand voice, how should the brand interact and determining what is the actual audience the luxury brand reaches on Facebook. Part III, the last in the series, takes luxury brands into thinking long-term and to always have an exit plan. In addition, Part III in the series encourages luxury brands to decide if they have the resources in personnel and budget to maintain a social media campaign on Facebook.
The Facebook Dilemma series provides an astute analysis of how luxury brands can strategically approach Facebook and decide if it is a good fit for them. What I particularly like about Fashion’s Collective is that the marketing insights are also transferable to other industries and disciplines giving social media marketing a try.
Check out the Fashion’s Collective website and CLICK HERE.
August 11, 2010 | Categories: Fashion & Social Media Marketing, Fashion On The Web, Social Media Marketing, Social Media Marketing Thought Leaders In Fashion Industry | Tags: digital marketing, Facebook, Fashion 2.0, Fashion 2.0 thought leaders, fashion marketing online, Fashion on the Internet, Fashion thought leaders, Fashion's Collective, internet marketing, luxury brands, marketing insights, social fashion, social media marketing in fashion, social media marketing in fashion industry, thought leaders, Twitter | 3 Comments
This week 4Fashionistas recognizes viral marketing phenomenon, Gilt Groupe as our next social fashion thought leader and its founders (Kevin P. Ryan, Alexis Mayback and Alexandra Wilkis Wilson).
An idea for selling discounted luxury brands online was sparked when Kevin P. Ryan, former CEO of the online ad company DoubleClick, observed a long line of women waiting to get into a Marc Jacobs sample sale in NYC. It was his Aha! moment. Ryan was aware of Vente Privée, the very successful French company selling fashion overstock online and believed that the Vente Privée business model could work just as well in America. According to Ryan, “All I could think was, if there are 200 people who are willing to stand in this line, that means in the United States there are probably hundreds of thousands,” Ryan says. “But they don’t live in New York, they’re busy right now, they just can’t do that. And I can bring this sample sale to them.”
Ryan hired two computer engineers to start building a website and Alexis Maybank as the company’s chief operating officer. A few months later, Maybank brought in her longtime friend and Harvard B-School chum, Alexandra Wilkis Wilson to leverage her luxury fashion contacts and experience for the company. Then in November 2007, Gilt Groupe was formed. What Gilt Groupe does is called a “flash sale” – a virtual version of a designer sample sale. It seldom advertises. Instead Gilt Groupe relies on word-of-mouth; offering current members incentives to invite their friends to join. “What Gilt did, I think it’s a combination of vision and smarts and timing,” says Steven Kolb, executive director of the Council of Fashion Designers of America, which has been working in partnership with Gilt Groupe, acting as a bridge between the company and designers.
Gilt Groupe takes the fashion merchandising business model to the next level integrating e-commerce, WOMM and SMM … voilà Fashion 2.0! It blends social media into the marketing plan with a blog on the website, email, Linkedin, YouTube, Facebook pages, Twitter accounts, etc. that transforms data into actions to engage, amplify awareness and generate leads. Cloud computing, a general term for anything that involves delivering hosted services over the Internet, is the technology behind the Gilt Groupe website.
Gilt Groupe is part of the AlleyCorp network, a network of affiliated companies founded by Kevin Ryan and Dwight Merriman. It is the leading source for today’s top designer brands for women, men, children and luxury living … insider prices at up to 70% off retail.
The Guild Groupe vision: “Lead the world to a life more beautiful.” And, what a beautiful life it is with discounted designer brands, 70% off retail, at a click of the mouse.
July 22, 2010 | Categories: Fashion & Social Media Marketing, Fashion On The Web, Social Media Marketing, Social Media Marketing Thought Leaders In Fashion Industry | Tags: by invitation only, cloud computing, discounted designer brands, discounted luxury brands, e-commerce, Fashion 2.0, Fashion 2.0 thought leaders, fashion e-commerce, fashion marketing online, Fashion on the Internet, fashion on the web, internet marketing, online sample sale, smm, Social Media Marketing, thought leaders, viral marketing, virtual designer sample sale, womm, word-of-mouth | 1 Comment
This week 4Fashionistas recognizes Daria Shualy as our Fashion 2.0 Thought Leader of the week. Daria is a “devoted fashionista, thrift shopping addict, web entrepreneur and blogger for HuffPost Style.”
As founder of Sense of Fashion – an online networking community to shop and blog for independent fashion, Daria is out to revolutionize fashion on the web. She’s been a creative director for TV, print and web. In addition, Daria has made clothes. She loves snowboarding and classic literature … and likes Lucy from Peanuts. According to Daria, “She doesn’t want any downs, she wants just ups and ups and ups.”
The following is an excerpt from one of Daria’s blog post in HuffPost Style:
Daria Shualy: RIP Alexander the Great | February 11, 2010
“I can’t tell you anything about McQueen you don’t already know or can’t read for yourselves. As a lover of indie fashion, I’m usually not that much into high fashion. I love a good runway show as much as the next person, but for the most part it’s people’s personal style and new young talents which fascinate me the most.
Having said that, the thing I do love about high fashion is the extent to which it is art. And in this aspect, for me, no one was more of an artist than Alexander McQueen (Lee McQueen).
And if I had to choose what kind of artist he was, I’d have to say an architect or a painter. And not just any architect or painter – but a ground breaking brilliant one.”
CLICK HERE to read the entire article and Daria’s innovative approach to the subject matter.
July 13, 2010 | Categories: Fashion & Social Media Marketing, Fashion On The Web, Social Media Marketing Thought Leaders In Fashion Industry | Tags: Fashion 2.0, Fashion 2.0 thought leaders, fashion e-commerce, fashion marketing online, Fashion on the Internet, fashion on the web, Fashion thought leaders, online fashion, online fashion marketing, social fashion, social media marketing in fashion, social media marketing in fashion industry, thought leaders | Leave a comment
This is the first in a series of posts about social media marketing thought leaders in fashion. Throughout this series, I will feature an outstanding individual in the fashion industry that stands out in the social media landscape.
Macala Wright Lee is the CEO of FashionablyMarketing.Me a digital marketing and merchandising firm that specializes in fashion, luxury and beauty brands in Southern California. You can follower her on Twitter at @FashMarketing.
What makes Macala our first Social Fashion Thought Leader is that she really knows how to use the tools of the trade. She includes photographs from real-world fashion, social media sites to better define the five ways social media changed fashion in 2009.
About six months ago Macala Wright Lee’s “5 Ways Social Media Changed Fashion In 2009,” appeared in Mashable – the top source for news in social and digital media, technology and web culture.
5 Ways Social Media Changed Fashion in 2009
1. Getting Cozy in Communities
2. Creating Niche Communities
3. Embracing Mobile Apps
4. The Rise of Style Bloggers
5. The Impact of User-Generated Content
CLICK HERE to read the entire article
July 7, 2010 | Categories: Fashion On The Web, Social Media Marketing Thought Leaders In Fashion Industry | Tags: digital marketing, Fashion, Fashion 2.0, Fashion 2.0 thought leaders, fashion brands, merchandising, Social Media Marketing, social media marketing in fashion industry, thought leaders | 8 Comments