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Stella Luna is the name for a shoe brand that will bring media and fashion lovers attention for its particular characteristics of being a good quality product with the best materials, and offered in a price that is equals to the third part of a Prada pair of shoes.

CEOSo what is the story behind this upcoming brand? Well, we can say it in three words: Made in Taiwan.

It is not so common to see a premium brand coming from Asia to be well positioned in the Fashion aspirational market in Western countries, but manufacturers and fashion companies have to face the truth that back are the days when Asia was only seen as the biggest factory in the world.

This is the case of Taiwanese shoe company Stella International, when it decided finally to launch its own brand after decades of serving as a manufacturer for other brands like LVMH Moët Hennessy - Louis Vuitton. They started trading only in Hong Kong and after its success, the company started the expansion to western by opening a first store in Paris fashion quartier, and it is planning to open 5 more stores including cities like Milan and London.

Stephen Chi, the company's CEO said to Bloomberg that one of their strategies for being appealing to the global market was the partnership they previously did with Anthony Vaccarello in order to give the 'western touch' to their collections. He said "With Paris store, Chinese tourists should be seduced by the brand" , about Stella Luna design DNA, the CEO said "It should be appealing to everybody".   The price range for these shoes is between $300 and $800, which represents the third part a costumer has to pay for Prada shoes, and they will get a quality product with the best materials, as said by designer Anthony Vaccarello.

Should Western Brands be Scared?

Stella LunaDefinitely they should keep an eye on Stella Luna steps! Just during this fashion week in Paris they did a second collaboration for the fall collection with Vacarello, getting a very smart marketing move. The most recognized concept store in Paris world wide,  Colette, dedicated a full window to a shoe model from this collaboration between the brand and the designer.

In additionm, it seems like this company is on a fast pace mission to conquer the western fashion market,  Stella Luna is in negotiations to open a second Parisian store on Rue du Fabourg Saint-Honoré in 2014 as said by Stephen Chi, together with a corner in Galeries Lafayette.

 

Models. The most important visual ingredients of fashion. So important that some of them dare to say, "I won't get out of bed for less than $10,000 a day". The famous phrase quoted from one of the most famous model of all time, Linda Evangelista. No, not model. Supermodels. Household names that dominate the fashion industry in the '80s/'90s, they were celebrity, popular mainstream icons. Everyone know their names. Even if you don't really give a damn about fashion, somehow you'll know the names of Naomi Campbell, Cindy Crawford, Christy Turlington, Kate Moss and all those girls. But it's the 21st century today, and the Supermodel era has passed. The modeling industry has changed. Fashion got tired of the supermodels era and went from this to skinny, anonymous disposable girls.

ModelsThe supermodel era died because of the beat down they used to give to clients. They took it there and now it has been taken back. That clique of very bad and very brilliant girls gave fashion some of its most stunning imagery but they were also spoilt young girls who behaved as all spoilt girls were want to do. When there were top models, you needed them for your shows; they called the shots and they did what they wanted. So if they did your shows you were valid. They are all emeritus now. Almost like ancestral aristocrats of model privilege. But in this modern day of an over-flowing model market with its ceaseless scouting, the exceeds supply, what about the new girls?

In many ways the designers have succeeded in a steady policy of returning fashion modeling to its pre-supermodel time. Back then there were runway girls and they were a distinct, separate breed from the editorial and campaign super stars. It's the super-smart managers like Gerald Marie and John Casablancas who converged on Linda, Christy, Naomi and Claudia to make an event of editorial stars stomping the runway, it seemed that momentum would last into eternity. But that strategy has been erased season after season by very smart designers who are certain in their stance that all they need that very long and sleek girl to do is walk to the end of the catwalk, turn and exit. Nothing more. No Name. No Fame.

Just tons of prepubescent, underage girls, nameless, and, jokingly, all "exclusive". Most of the girls became a one hit wonder, being relevant for two-three seasons with some blue chip bookings. They lasts about as long as a strobe or a flash in the studios of Meisel or Steven Klein or Inez and Vinoodh, or any of that select group of photographers who eat the majority of the advertising and editorial work every season. They'll shoot her once. Or twice. For a multi-girl Prada ad, for Italian Vogue or Vogue Paris. But she will bore and then she will never be rebooked. She might have a lifetime of lesser bookings but they will be solidly sub-blue chip. Catalogue work, picking up a Numero here or an Elle there to still seem slightly relevant. But maximum relevancy? Long gone.

The opening slots and exclusives...so coveted and precious, a first exit meant a star was born. That is until the designers themselves stop this pedestrian star-is-born drama and swung as randomly and mercurially as it wished. A girl opened and closed the X designer show for 4th times in a row, featured in the ads for 2 seasons and suddenly she's never rebooked again. New girls, new exclusives, every season.  Every designer is doing as he or she will with these roaming bands of awkward new girls every season and every show became an increasingly a self-enclosed statement of a single designer's current whim. With the advent of websites like Style.comModels.com or Nowfashion everyone could see which models did what and every bookers just went bonkers trying to get these girls first. Then everyone got bored of that model after one season, and then they were gone, and you started that cycle all over again. It was no longer about building a girl’s career. It was about looking online and just trying to get what's hot this season. There's very little relationship or continuity.Opening slots and after that closing slots now mean nothing whatsoever in the scheme of things. Exclusives are hardly a commitment to a career. They are frankly, a well played game of oneupmanship with the model's career being the last thing on the list of concerns. Girl X just closed Calvin Klein, yeah so?

Models CastingYou are lucky in a hundred years or so if you have the chance that #Prada# gave to Sasha Pivovarova--6 consecutive campaign in a row which has never been repeated ever since. Or the shock that Lara Stone get when the Calvin Klein people decided her to be the first model to become the face of all the fashion house ads. Or the loyalty that Ralph Lauren gave to Valentina Zelyaeva which has been walking and modeling the ads for the fashion house ever since she starts her career till today.

Just when relevancy and longevity not stressing enough, there's so many things that should be a concern for these new, underage, skinny, anonymous girls. Many of the girls didn't get the fair compensation. As a young aspiring model you sure would be thrilled just for being a fitting model for let's say big designer like Marc Jacobs, that stood for hours of fitting and sometimes the paid is just a Louis Vuitton handbag, no cash money. And it didn't happen for fitting models only, it happens with girls who walk in the show. Many designers use the girls and paid them with handbags, clothes, even socks. Everyone expect these girls to do their jobs for trades and sometimes, nothing.

People forget the big picture sometimes. Labels and figures are here to sell clothes but don't forget that these images from all the glossy pages of magazines and shows on TV distributed and broadcasted worldwide and there's always an ordinary girl, sitting and smiling--aspiring to be one of those girls walking down the runway, featured on those magazine pages. Or a boy lives in nowhere collecting every pages of the ads and editorials shot by Meisel aspiring someday he'll have the chance to be on the other side of the lens. Fashion is also made to sell dreams. Selling clothes might be purely industrial from A to Z, but selling dreams requires creativity more than mechanisms. This is true for the designer, the stylist, the makeup artist, the photographer, everyone in the creative process. But this also has to be true for the model who is, after all, the central character of the story and dream the industry wants to tell.

  

Naturally a career in fashion is a glamorous idea. The industry is diverse with many different roles – a fashion job can be anything from running exotic photo shoots in corners of the world, to managing a trend-spotting blog in the fashion media. Behind the scenes in the fashion industry, there are so many people working to make it happen.


Here are the top careers in fashion:


Fashion DesignDesign and Development

The careers of designers and those involved with the creation and development of garments, costumes, and accesories. These are the individuals who are highly creative – the people who are the heart of the fashion industry.

Accesory Designer, Costume Designer, Fashion Designer, Graphic Designer, Technical Designer,Textile Designer, Colorist, Illustrator, Patternmaker are also examples of design and development careers.

 

Merchandising

In Merchandising the main activities are the selection and purchasing of merchandise from the manufacter and then selling the product to the customer. Merchandising is a big business and now-a-days the growing focus on fashion has created a real need to train people in the fashion merchandising field. Boutique/Store Owner, Buyer, Fashion Producer/Director, Merchandiser, Sales Representative, Showroom Sales Representative/Owner.

 

Media and Visual Talent

These professionals are typically the beauty behind the scenes. In the fashion universe, this is where fashion gets its great looks and personality. It brings the models who are photographed by great professional photographers and transformed by a staff of creative professionals. Agent, Hairstylist, Make up, Fashion Model, Photographer, Publicist/Media, Fashion-Show Producer/Director, Fashion Stylist, Image/Wardrobe Cosultant are other examples.

 

Visual MerchandisingPublishing and Marketing

In the publishing and marketing deparment Works with the professionals who communicate information to consumers – or the brains of the fashion universe. These department is the “literary” side of this business. The main responsability of this area involves everything about advertising campaigns, television, commercials, print advertising and internet media. They also have to work on being aware of the content and style of the publications. Art Director, Beauty Editor, Fashion Editor, Forecaster, Marketing Director/Manager, Writer are more examples worth mentioning.

 

Evidently, fashion is so exciting and it may hold the beginnings of a challenging and rewarding career. If you have passion for the carreer in fashion , you are fortunate to have the opportunity to choose among the most fascinating areas availables.

Fashion has become part of every aspect in life, from the design of the clothing to the color that reflects the personality and unique style of each one . We are all part of fashion!

 

gucciLuxurious Fashion grabs attention easily. It inspires and fascinates fashion-oriented masses of people longing for creativity. No wonder why fashion weeks all over the world have been perceived as the continuous celebration of the beauty of fashion. This time is for Milan, and Gucci goes sexy, sporty and glam.

gucci milano From Head To Toe - Luxuriously in Milan

After New York and London, and just before Paris, Gucci was the first big brand to show its Spring/Summer 2014 collection on the opening day of Milan Fashion Week. Creative Director Frida Giannini lighted up Milan's runway presenting her newest collection created for the Italian leading luxury label, Gucci. 

The idea was that seductive and sleek dresses with see-through panels, athletic shapes, triangle bras, Art Nouveau-style floral patterns, Boho bags with long fringe, trendy maxi clutches, Plexiglas bracelets or super high heels with elastic strips are the right fit for the sexy, sporty and glam Gucci woman who wants to feel trendy and comfortable at the same time. As Frida Giannini said“I took activewear essentials as a starting point and set out to create a feminine take on technical outfitting, crafted with Gucci’s codes.” Expectedly, Gucci’s show was a brilliant success – such colors as shimmering golds, salmon pinks and lizard greens dominated the catwalk and made it look as much prestigious as possible. This year's brand's show stopping gown to round off a collection was a black chiffon dress split to the navel and embellished with hundreds of tiny sequins. G for Gucci, G for Glory !  

gucci mobileGucci Goes Mobile

It is clear that investing in digital can only benefit the company. As a matter of fact, after launching its mobile site, Gucci has noticed a huge uptick in sales. Knowing that half of Gucci.com's traffic has been generated by people on smartphones and coming to the website from email blasts, brand's digital director Barbara Rybka decided to make use of it. And she was totally right.

The site was designed to look like an app. The homepage showcases several collections of items. Consumers can scroll up and down the page to view the images. Each image links to a particular selection of merchandise. Product categories and shopping cart come from site's top bar. Checking out takes a moment. All the buyer's payment method info is securely stored. These are only some of the noteworthy features. As a result, Gucci mobile-optimised version is elegant and simple - as simple as you can imagine. According to Rybka “There are no extraneous words, and no extraneous buttons. The touch is as elegant as the visuals.” For Gucci it is a big step ahead enabling the company to take advantage of the mobile space.

Gucci's mobile site, designed by Brooklyn digital agency Huge , went far beyond the expectations. The brand's mobile conversion rates have increased by 70%, and its mobile revenue has quadrupled since the beta launch of its optimized site for iOS and Android devices. 

gucci videoGucci's Shoppable Video

Italian fashion house figured out that it is a good idea to target Web-savvy shoppers. Since 2011 it has been using a click-to-buy video enabling brand's consumers to buy any item from the featured collection. The viewers are allowed to scroll over products in the video and simply click to buy them. According to Michael Miraflor, associate director of integrated planning at Zenith Media , New York “The Gucci video is very emotive, it’s very stylized, sensual and sexy,” and “It breathes life into otherwise static product shots, and for many consumers could very well be the difference between considering and [actually] purchasing featured Gucci product.”

How does it work ? Well, throughout the video, double-G symbol floats across the screen in order to show viewers which items are clickable. Clicking on the product, a shopper pauses the video. A pop-up appears and it shows the name and price of the product, and a buy-it-now tab. But that's not the end. When a viewer clicks on the tab, he or she can see the additional views of the particular product and a more detailed description. It's easy and practical. On top of that the brand which apparently has a large reach via Facebook and Twitter is pushing its video-oriented strategy across these social media platforms.

Web-savvy consumers increase in number and power. Fashion brands have to take advantage of it because that's  the direction of continuous development, giving their consumers a new, sophisticated and most of all convenient way to enjoy their brands online.

 

 

Nicholas Kirkwood, founded his eponymous shoe brand back in 2004, together with his partner Christopher Suarez gaining a great brand awareness and positioning his collections world wide through leading department stores and his flagship stores in London, New York and Las Vegas.

Nicholas KirkwoodToday the big announcement about the stake acquisiton by the LVMH Moët Hennessy - Louis Vuitton group, was conducted by Deplhine Arnault: "We are delighted to welcome Nicholas Kirkwood in the LVMH Moët Hennessy - Louis Vuitton group. Nicholas' talent for shoe design is exceptional and I am especially impressed with his commitment to innovation and craftsmanship. Throuhout our meeting, I was particularly struck by his entrepreneurship and we discovered rapidly that we shared the same vision and beliefs. We want to allow him to further explore the boundaries of his creativity while the brand will benefit from LVMH Moët Hennessy - Louis Vuitton's expertise".

 

Today’s scenarios are highly competitive and customer oriented, this makes fashion companies to have the need for innovation. While naming innovation we are not referring only to new processes in their technologies for sourcing and manufacturing, but more on their marketing strategies to keep customers interested in their brand identity, and more importantly to retain their desire for acquiring fashion and luxury brand products.

InnovationWithin daily happenings in the industry we see a bunch of news talking about new product releases, changes in the management of fashion companies, creative designers moving from one fashion house to another one. Another issue is the existence of counterfeiting troubles between different companies claiming to be the owners of an original idea for their products design, or even more their iconic classic pieces are often re-designed in ‘new editions’.

It is known that any industry and business has its own challenges to face, but it is also true that fashion is an industry that is evolving in a fast track, call it on production side, new materials or even the existence of thousands of new emerging competitors. 

AudemarsGathering our most popular news articles in the period, we can see at the top “Audemars Piguet Filed a Law Suit Against Tommy Hilfiger and Movado Group”, in New York Federal Court, Audemars Piguet is acussing Tommy Hilfiger Inc. of producing the Tommy Hilfiger Eton watch as a copy of their Royal Oak watch design. This brought up our attention because it is not the first time that lawsuits claiming the ownership of an original design between fashion and luxury companies take place. Just last year in the news was the Christian Louboutin's lawsuit against Saint Laurent for using the iconic red sole on their shoes. In our opinion these happenings will keep going on in the industry because there is a thin line in creativity business about how to protect each companies copyrights, how to determine who did it first? Or how a shape or a color can be ‘owned’ by a specific company? We can see fashion companies will keep on struggling on this topic, and moving faster to bring new products and original designs that can be automatically linked to the brands in the customers mind.

As an example of this fast adaptation and continuing evolution, in this industry companies need to create new marketing strategies. The latest product launch from the active wear brand Nike, decided to do a unique strategy, which included a trial of their new Nike Free Flyknit in the Sierra Tarahumara, which is the home to the Raramuri tribe known for barefoot running in the North of Mexico. This approach to create awareness not only through their new product launch but also to promote internationally this Mexican tribe, and consequently Mexican consumers felt strongly identified with the brands campaign. 

Mulberry formerInnovation is challenging, and creativity should always be a matter of concern for company managers, as one of our contributors stated "The remit of creative director is more than just designing product, it’s about an overall vision that takes into account the marketing and advertising strategy, the retail environments, the format of the catwalk presentations, and the lifestyle that their label is selling"  The Fall of Creative Directors . In this article we can see how many times corporate people in fashion companies tend to forget that the role of the Creative Director is not only to sell products, but to understand what the customers are looking for in order to move fashion forward.

This is just one reason why the departure of its Creative Director, usually makes history in the fashion field. It is always a risk when companies make this turn, but if they are able to make it successful results can be overwhelming.

Fashion collaborationsGoing back to marketing strategies fashion and luxury companies may innovate by turning to "fashion collaborations" between two brands. It is through this marketing strategy how fashion brands take advantage of one anothers market segment, and the fact that they are limited edition collections help to create a lot of expectation among fashionistas too. Some examples are: the collaboration between British luxury brand Alexander McQueen and artist Damien Hirst, French label Isabel Marant was reported to have begun a collaboration with Swedish fast-fashion group H&M and the American-based Taiwanese-Canadian fashion designer, Jason Wu, has been reported to be working on a cosmetics line with luxury beauty brand Lancome among many others.

Wondering how luxury brands can innovate if one of their characteristics is time-less design?  In Top 5 Iconic Pieces in Fashion , Dominique Dixon couldn't explain better when she says: "Fashion changes with the season, but some pieces seem to stay around forever. Even after a decline in popularity, these pieces comeback with a bang". The author is right, let's just remember the 1,000 versions for Fendi's baguette bag!

Start UpFinally we strongly recommend you to read the article about Innovation in Fashion Technology by StartUp Fashion, where you'll find many examples about how new emerging fashion brands are proposing a twist in shoes and accessories to resolve every day people needs, through innovation and design thinking. These new brands seem to understand that "To innovate, companies need to understand consumer is king", as explained by Soulati Media, in the article Innovate or Die, don't miss this reading to truly understand in a general perspective (not only the fashion industry), what is innovation? and which role it plays in companies business strategy.

 

968 models walked at least one show during fashion month. 87.6% of these models are white, that is 848 white girls. 6.5% are black, only 63 models. 6.1% are Asian, 59 models. 2.1% are Hispanic, 20 models. 0.31% are middle eastern, only 3—from Israel as published on StyleMinutes.com. Is the fashion industry racist? Why there’s still a lack of diversity in fashion? Yes, it’s the 21st century and we’re still asking the same question.

MalaikaMalaika Firth, took the world by storm when she landed a Prada Fall 2013 campaign, she was the first black girl to be featured again on the fashion house’s advertising campaign after 19 years long. And it’s not only Prada who did that. There are a lot of fashion houses featuring diverse models in this fall’s advertisements, surprisingly.

(3_dsquared) Take DSquared, who casts entirely Asian female models for their womenswear campaign and entirely black male models for the menswear. And Chanel, who casts some of Asia’s hot list—Soo Joo Park and Chiharu Okunugi, which is a rare thing. And the names will go on from Tom Ford, Prada, Roberto Cavalli, Etro, Hugo Boss…you name it.

Does it means fashion has moved to be a diverse, inclusive industry?

Let’s not forget that tokenism does exist in the industry. Which is worse, when it’s like they were forced to put someone in because they have to in order to get something they want. And in fashion, market is something that everyone wants.

ChanelBack in March 2013, James Lim from BuzzFeed interviewed 5 casting directors about the lack of diversity in fashion, one of the most interesting anwer came from James Scully—casting Director for Tom Ford, Jason Wu, Derek Lam, Stella McCartney, Lanvin & Carolina Herrera. “You can’t just put an Asian girl in your show to appeal to China. That’s equally bad because a Chinese or Korean or Japanese person — they’re not stupid and can tell the difference. I think people do that just because they think, ‘Oh, China’s the next big market so we have to put one one in.’ You should just book them because they’re beautiful.”

While some casting directors seem to argue with the classic same old same old like, “I don’t like to talk in terms of white, Asian, black, etc., because a model is a model and that’s it. To me, if we want to talk about diversity, it’s about the model and not the color of their skin. It’s more about the body, the face, and the attitude. I think the designer has to decide who is good for their collection, and the role of the casting director is to suggest appropriate models. We have to make a proper selection for our clients.

And that’s how most people in fashion think. 

Black EditorialWe even haven’t talked yet about other racism issues in the industry. Like discrimination such as what happened to Chanel Iman as she told The Times , “Designers have told me, ‘We already found one black girl. We don’t need you any more.’” as if diversity is just a small quantity of quota.  And a common issues in magazines—the “black face” editorial, when they shot an editorial, instead of hiring a black model, they painted a white models’ face black, as if black models didn’t have to struggle enough to book a job, and not to mention the big difference of wage they get compared to white models.

Black IssueMany simply say this is how fashion is and it’s not going to change anytime soon. Of course it is, if all you do is put out an all-black issue, as Italian Vogue did in 2008, then simply go back to what you were doing before, or put a black model on your advertising campaign and then don’t do it again after 19 years later, it’s nothing more than tokenism. The truth is, it only takes a stubbornness and a strong will to move things in a better direction. Like Yves Saint Laurent who did it when he threatened Vogue Paris to pull all of his advertisements if they won’t put a black model in their cover.

Fashion is an industry about visual beauty. And when global brands — designers and magazines, people with worldwide influence — celebrate and elevate, only white beauty, the effect is that women of color are seen as less beautiful, less worthwhile, less to proud of. Less, or even worse, not at all.

Perhaps,  the best quote to conclude this article came from Mr. John Pfeiffer—Casting Director for Michael Kors, Bottega Veneta, Donna Karan, Diane von Furstenberg & The Victoria’s Secret Fashion Show, “You have to make an effort to have diversity in your casting. You really have to work at it; push yourself and push the designers to be diverse and more inclusive.” “…I do think [diversity] has improved in the sense that people are more conscious about it — thanks to a lot of people like Bethann Hardison. But I think we are far from representation from what life is out there. We need to continue to make an effort. Not just be conscious of it, but talk about it, but then, you also have to take action. Turning a blind eye to this issue is unproductive and dangerous. We need to take action.”

Instagram is a very useful social media tool. It is a space to share, like, and comment photos. Its content is constantly exposed to a huge network of people. Beautifully generated pictures can easily attract followers and showcase brand's products. Fashion brands definitely know the significance of this immensely popular photo sharing social media platform. It serves as inspiration to many, and the fashion world knows how to live it to the fullest - Hello Instagram.

Trend-follower

F21Does Instagram follow trends ? Yes, it does. The upcoming fashion events, runway shows, fashion weeks or fashion campaigns around the globe make people feel delighted. As a result, their fascination is present in all major social media networks. Instagram is the one that visualizes it thoroughly.

Fashion brand Forever 21 live by the motto "Wear it. Share it." The company provides stylish, though affordable fashion items. Their Instagram is loaded with the ideas created with a theme of fashion trends in mind. It promotes fashion by keeping the page looking like a mini magazine. It "Lives for Fashion."

Creative Images

It is important to fill brand's Instagram account with the creative images. Beautiful, unique and interesting photos, often with a personal touch can make a fashion brand shine bright like a diamond. Combining merchandise pictures with styling images and behind-the-scenes shots of events will make it the winner.

Burberry LondonBurberry is the luxury fashion champion when it comes to its Instagram account. The brand uses merchandise photos and behind-the-scenes pictures from photo shoots and commercial filming. In addition to that, it posts London shots that convert its account into something unique and superb.

Another fashion luxury brand, Louis Vuitton, is all about elegance and innovation. Although brand's models clearly represent its values, the company adds a bit more by showcasing popular travel locations, such as Paris, or keeping up with the latest trends by highlighting them in the photos while revealing backstage footage.

GAPOn the other hand, Gap's account plays with the light, imagination and colors. Not only are the pictures clear and splendid - they are also enriched on the writing that appears on some of them. "Love is Life" or  "Be You" make the reader just feel good.

 

 Your fans = Your models

A fashion brand can easily promote itself by using the images submitted by its fans wearing brand's clothing. Customers may become brand's key social media marketing element. A company that does it very well is Free People. It asks its fans to post images of themselves wearing company's clothing and labeling them with specific hashtags. But the company doesn't stop there. Free People uses some of the photos on their official website. Excellent promotion, isn't it ?!

 

Backstage access

Instagram enables brand's followers to see behind-the-scenes images. That's what the customers love.

BurberryFor example, Burberry doesn't post huge amount of clothing pictures on their account. They're rather occasional. What the brand actually does is posting simple, though sophisticated images of the company's base in London and cool backstage pictures from photo shoots. 

Instagram Video ? Sure !

Instagram Video is a feature that lets fashion brands add something more than the images. The company that apparently knows how to make use of it is the American clothing brand Guess. They have been posting some videos of makeup styling or the previews of their collections. Whoever thought it wouldn't work - Guess proves it does !

Hashtags

Use hashtags and use them wisely. They make the content searchable and what's extremely important - they enable brands to reach out to the masses. Hashtags can be used to tag a brand, or a specific product line. But overloading pictures with the hashtags isn't the right approach. They should be used to describe the images, wisely.

For example, Louis Vuitton is (wisely!) using such hashtags as #LouisVuitton or #LVshoes linking them to the brand's products and fashion campaigns.

Social Media Integration

Instagram has a built-in social sharing feature. It allows the same photos on Instagram to be shared on other social media platforms that belong to the company, such as Facebook, Twitter, Tumblr, Flickr or Foursquare. It's not a surprise that the most commonly used platforms are Facebook and Twitter. After a quick and easy setup, not only brands, but also regular users are able to post their Instagram pictures to all their previously mentioned networks. This built-in feature makes it so convenient to go further and promote even more !

Instagram is a magnificent tool for fashion brands to market their collections. Some of them have polished it to the perfection. Others are fiercely catching up. Instagram is fun, engaging and creative. Fashion brands can express their values through powerful and inspirational images and videos. And that's the beauty of it.

Wearable Technology or simpler ‘Wearables’ is a curiosity in the industry of fashion. Utility is the key word when it comes to this developing area, yet major fashion brands are still reticent to embrace this trend.

According to CNN, by 2015 we may totally change our lifestyle due to all these “wearables” made to ease our lives and feed our need for geeky items. In the fashion industry, wearable technology is mainly an entertainment tool such as the leather and LED jackets designed by London- based Cute Circuit for U2’s tour or the Galaxy Dress which uses the smallest full-color LEDs which are flat like paper and measure only 2 by 2 mm, being the largest wearable display in the world. However, companies like Google, Nike, Adidas and Apple are on their way to revolutionize apparel and accessories. For instance, Nike developed the FuelBand, an activity tracker that is worn on the wrist.

According to the official Nike website the Fuelband allows its wearers to track their physical activity, steps taken daily, and amount of calories burned. The information from the wristband is integrated into the Nike+ online community and phone appMisfitlication, allowing wearers to set their own fitness goals, monitor their progression, and compare themselves to others part of the community. Therefore “wearables” worn as accessories could improve consumers’ life quality and provide funny ways of doing this.

“In the near future, I see this combination of apparel and Google Glasssmartphones working together”

(Qaizar Hassonjee, vice president of innovation at Adidas).

Smartphones will be the essential hub needed by various tech-infused accessories to function and interconnect, thus Apple and Google, whose iOS and Android smartphone operating systems dominate the market, are amongst the best positioned on the market. Google Glasses are already popular amongst technology enthusiasts. This wearable computer with an optical head-mounted display has the mission of producing a mass-market omnipresent computer. The bold consumers willing to try this modern invention were able to pre-order them on the Google official website as now the applications are closed.

According to BOF “the “wearables” market, currently concentrated in health and fitness and estimated to be worth between $3 billion to $5 billion, is set to explode.” Moreover Misfit, a brand specialised in inventing and manufacturing great wearable computing products has launched Misfit Shine Necklace made to monitories consumers’ exercises and can be worn wherever consumers want, replacing the old giant watch trend which is so 2012.  

HandbagA handbag that can charge mobiles on the move? Yes, it seems that with the help of Vodafone, Richard Nicoll designed a handbag which can be a miracle for business women or for anyone who’s on the run every day. Besides, the bag features a Bluetooth-enabled charm that alerts users to incoming calls or texts and displays remaining battery life. This story can be easily called ‘when practicality meets fashion’!

In 2012 Nicoll told The Telegraph: "This is the second season that we've partnered with Vodafone and we wanted to create a collaborative product that fused technology and fashion, and that was relevant for both of us - so we came up with the idea of doing a charging bag that charges your mobile device on the go, which is especially relevant for my collection this season, because it's all about the notion of work and all its facets in modern times."

LumiLumi Dress made by Lumi Gram is another spectacular invention made of ultra thin optical fibers woven together with other synthetic fiber, lighting up the night.

Anouk Wipprecht is an amazing designer who seeks to create a “higher connectivity of the senses through the medium of clothing” by investigating the extent to which we experience fashion (emotionally, intellectual and sensual levels) by projecting technology Anoukas an extension or prosthetic of the body together with other synthetic fiber. Of her creations it worths mentioning the Dare Droid dress which uses medical technology, customized hardware and mood analysis to provide cocktails.

However, major fashion brands are still busy with Mary Katrantzou and Topshop kind of collaborations, not taking wearable devices seriously. One reason may be because it is challenging to find the perfect balance between aesthetics, functionality and technology, while at the same time maintaining the brand image. In the near future “Wearables” may provide great profit for brands bold enough to experiment outside their comfort zone; still consumers may be less prepared for this boldness. In addition, consumers associate luxury brands with high status; quality and beautiful garments. The concept of fashion and luxury brands offering merchandise designed to keep them healthy is still blurred in their minds. This may lead to the conclusion that it will take some time before major fashion brands will embrace this spectacular trend. 

As most of the brands revealed their Fall Winter campaigns for the 2013-2014 season, it is now time to compare  them all! Our guests this time are LVMH Moët Hennessy - Louis Vuitton, Dolce & Gabbana and Burberry, let's see what reactions they have taken so far with their ads on the digital platform Facebook.

Louis VuittonLouis Vuitton was the first one announcing its ready-to-wear collection for the coming FW season. Louis Vuitton Womens’s Fashion Show, which was held within the Paris Fashion Week, was also published online.

The followers  who missed the live stream, were still able to catch the looks from Facebook page of the brand two day safter than the real show. The Collection was introduced with Kate Moss, as the main model of the show, aroused great interest on the Facebook page as well. Taken of nearly 27,000 likes showed the collection hit the bull’s eye via the vintage velvet, sateens, tranparent pieces and the booth jackets. Especially the transparent grey dress carried by Moss had took nearly 3,000 likes at once. Another hit of the brand was of course Marc Jacobs's show who finished the collection show with his unforgettable red getup. According to likes and comments on brand’s Facebook page, the look of the designer Marc Jacob was seen as an inevitable and expected finale for the show.

Dolce & GabannaSecond collection was announced by Dolce & Gabbana at the end of the June. The looks from new campaign, which were shooted in Sicilia, were shining in a nutshell. Gold, red, white and black had been preciously used within classic touches, and Dolce Gabbana had created a palace people in a combination of a magnificant cathedral theme.

Monica Belluci’s presence behind the looks had of course made the campaign more shiny. According to the Facebook page followers, women collection was full of satisfying details which make the collection adorable in one word. Venetian and Byzantine mosaics of the twelfth century as well as the back country touches like affixed roses on the heads were also appreciated by the modern women of today. And I guess we have all fallen in love with the queenlike guipure and tulle combinations in any colour.

#Dolce & Gabbana# seemed well prepared for the men fashion as well. Even if the men campaign album did not get likes as many as women did, it is okay to say that followers called the collection as excellent. Formed by mostly black color, the men's collection for the coming fall was the sign of nobility, simplicity and spontaneousness. The velvet jackets coated by off-white ruffles as well as the mini jacket and highwaisted ranch pants were indeed the hitting pieces of the men collection. But it seems they did not attract the consumers’ attention very much; at least on the Facebook! But on the other hand, there has been a big interest for the flowered jackets, coats and shoes.

BurberryThe last campaign announcement was of Burberry and it was published on the June first. Featuring the British couple Sienna Miller and Tom Sturridge, the Burberry Autumn/Winter 2013 campaign was directed by Christopher Bailey and shot by Mario Testino. The brand did not surprise its followers indeed but even so it managed to achieve and take likings by preserving the 157 year-old delicate British attitude of the brand. It is simple to define the collection: classic and classy! By just looking at the stance, it would be impossible not to see that it is a Burberry.

Distinctive animal prints on the coats, bags and shoes had all taken appreciate from the followers. But the playfull accesories were the most interested pieces of the collection. Nearly 27,000 likes showed that we will be seeing many classy and Burberry mooded men and women this fall. Reflecting the British style within full of love, the Miller-Sturridge couple can be pointed as the main reason of why the collection did take arouse. Iconic trenchcoats and prorsum outerwears on the other hand were again one of the most liked ones as Burberry makes this for years. By the way, classic motorist leather jackets are also worth to mention. Even if they are very simple and imitable, there would be no doubt they are Burberry when you carry them.

Dolce&GabbanaSo, in total, Dolce & Gabbana seemed to outpoint others. Looking at not only the likes but also the comments and self shares, the fall collection of the brand have catched the followers. Even if these three brands all had statistically similar reactions, Dolce Gabbana have already decorated even the Facebook covers of some D&G followers. It is followed by Burberry and Louis Vuitton one after another. Consdering these two, Burberry seems to win the secondariness by preservation of the classy style of the brand which could also be considered as risky because of the danger of being routine. Unforgettable transparency carried by Kate Moss and the getups of Marc Jacob, on the other hand, does not seem enough to take the attention for the brand LVMH.

In brief, I guess that each of the brands should emphasize their Facebook pages and develop the contents. Even if this platform seems to fall down, it has not died yet and there are thousands of followers are still waiting for the new sharings.

 

Audemars Piguet the famous Swiss luxury watchmaker filed a law suit against Tommy Hilfiger and its licensing partner Movado Group Inc..

WATCH

Law suit was filed in a New York Federal Court, Audemars Piguet is acussing Tommy Hilfiger Inc. of producing the Tommy Hilfiger Eton watch as a copy of their Royal Oak watch design. According to the papers filed in New York the Eton watch has a similar octagonal face and studded detailing.

An interesting detail is that the same judge that took the Christian Louboutin S.A. vs. Saint Laurent case, Victor Marrero, will be in charge of this on too.

The online monthly retail sales went down for the first tim in 13 years in July, as a result of hot weather, inviting shoppers to stay away of their computers ang go out to shop.

ecommerceAccording to IMRG, an online retail trade association, and the consulting group Capgemini, the online sales declined by 2 per cent in the middle of June and July. On the other hand the store-based transactions were higher with a strong performance. About purchases via mobile devices the results were different with an optimistic 129 per cent up year-on-year in July.

Another interesting insight, but this time, reported by the British Retail Consortium, said that hot weather boosted sales in July but only benefited hight street stores. While the shopping centres sales declined 2.3 per cent.

 

The term sustainability has been of a capital importance in today’s world. Many people and corporations use this notion in different areas and the sustainability concept is gaining more and more importance day by day.

ChanelLeading fashion conglomerates are also the ones that set their heart on this issue. They have invested million euros on administrative units and stores as well as the manufacturing systems of the companies to make them work steady and prudent. Joining forces with other brand groups under a global consciousness, many conglomerates, had even created their own indexes to be pursued and improve the sustanability of their products.

Let’s check some of them: Compagnie Financière Richemont S.A., LVMH Moët Hennessy - Louis Vuitton, Kering Group,
Prada Group and the luxury eyewear group Luxottica.

The head of the brands like Cartier and Chloe, Richemont, is the first one to be mentioned. The conglomerate was conspicuous by its growth rates shown in sales, profits and the number of employees last year. According to the 2012 Corporate Social Responsibility report of the group, 29 percentage sales growth was accross all segments and all geographical regions, despite a volatile and diverse economic environment while 14 percentage increase was seen in the number of employees. Last year, the group invested 144 million euros only in their manufacturing base and planned to maintain still in Switzerland and France. Within the CSR, Richemont has simply aimed to make a positive contribution to the economy, people and the local communities. And apparently all the works served the purpose.

Louis VuittonAs mentioned on the company's website, for Louis Vuitton Moet Hennessy, an environmentally friendly approach is closely linked to their values and business. On behalf of the hundred thousand employees, LVMH has a global chart to define the environmental protection criteria and the goals. With the help of the twenty years old Environmental Affairs Department of the company, they try to pursue the innovation while encouraging the best ecological practices and not separating form the nature of the creation. One of the most striking result of the studies can be shown as the 14 percentage reduction in water consumption at the end of 2012 compared to previous year. However, there was also an unfortunate decrease in the percentage of waste recovered which fell to 76 percent from 89 percent in 2011. At this juncture, it has to be noted that the decline in the recovery rate in 2012 is primarily attributed to the inclusion of Wenjum, which produced a large volume of non-recovered waste, according to the company representatives.

KeringKering Group, on the other hand, stepped up its CSR with the launch of PPR Home a few years ago. The business follows the order “to reduce the social and environmental footprint for its luxury, sport and lifestyle brands.”  CEO of Kering, Francois-Henri Pinault emphasized the sustainability vision of the company by saying “It is my conviction that sustainable business is smart business. It gives us an opportunity to create value while helping to make a better world.”

Looking at the actions of the company, Kering was selected as one of the most sustainable company among other hundreds. According to the Newsweek Green Ranking, the Group tops the list of textile, apparel and luxury goods companies. In April 2012, Kering publically announced a set of sustainability targets to achieve across its Luxury and Sport & Lifestyle brands by 2016. The Creative Sustainability Lab of the Group is now implementing detailed policy and guidelines, and will be monitoring performance during the process.

PradaPrada Group is again one of the badly mentioned business considering the sustainability studies. In many brand's ranking and company's comparison results, Prada is shown to have a serious reputation risks. According to the research of Reputational Risk Radar among twelve media reports, Prada Group has been criticized in five different topic areas. Prada is also shown not to have any concrete policies about the environment, carbon emissions or labor conditions in low-wages countries. Considering the climate change, environmental policies and fair trade applications, Prada SPA does not provide any information for consumers to make responsible choices. Even if it has a Code of Ethics also including supplier ethics and environment, the information is mentioned not to be specific enough.

FashionLastly, Luxottica, is not only the leading luxury eyewear group, but also a global business leader committed to continuos improvement of green business. Thinking green, the conglomerate values its employees as well as the partners and the stakeholders of the business.

With the help of the projects like Eyebiz Systems and OneSight Eyewear Recycling, the sustainability on each area of the business seems to be maintained consistently.Eyebiz Systems is dealing with the water recycling and waste collections, while OneSight Eyewear Recycling is about the collection and the recycle of old glasses for distribution and use in developing countries.

The company has achieved to provide 99.9 percentage efficiency of recycled water by the implemented two water recycling systems and a waste collection system. Moreover, this means that all polycarbonate and CR39 waste as well as paper and cardboard can be recycled by the system. OneSight Project, on the other hand, is dealing with social responsibility manner of the business. People are also pulled in the system by recalling them to collect pre-owned prescription eyewear from family, friends or local community, and bring them to any Luxottica store for recycling.

To sum up, I want to recall one more time what Pinault says: "sustainable business is smart business. It gives us an opportunity to create value while helping to make a better world". Hoping to get Prada like leading firms to be more sensitive within the decreasing resource consciousness and the social responsibility ideas, the reccomendation is simply to pursue the developing innovations. While having such a great financial power, it must not be so difficult to tip the scales in each side’s favor, right?

As we often ought to do in our line of work, we came upon an interesting piece last week that definitely caught our attention. Lauren Fisher, founder of Simply Zesty came up with this list last year about what she thought were the 50 Most Creative Brand Pages on Facebook, and it is quite an impressive list indeed. Her knowledgeable insight on the matter has inspired us as well to make our own short list of Creative Brand Pages from the fashion industry on Facebook.

But we’ll be doing it a little differently this time around, by discussing which strategies we found simple and yet interesting, and then diving into which brands we thought were doing them well. So here is our suggested list of awesome and cool ways to upgrade your Facebook Brand Page:

Facebook Games

Hong Kong UncoveredMany a person have been drawn to this obsessive culture of Facebook Games, spending countless hours on Candy Crush and the likes. With this much attention, why not try to adapt it to your brand page? French fashion house Louis Vuitton employed it on their Facebook Fan Page with a game inspired by Hong Kong entitled “Hong Kong Uncovered”. The game is mostly targeted at Hong Kong locals or frequent shopping tourists, with a short quiz on Louis Vuitton Hong Kong. 

Fashion magazine Vogue, also employed this strategy with a game called September Issue Sweeps, where followers are invited to guess which Model appears the most times on the Vogue 2013 issue. 

Photo Submissions

CoachAnother cool and definitely engaging way to promote your brand through Facebook is by encouraging fans and followers to send in photo submissions. One fashion brand which we definitely admire, would be American bridge brand Coach with their Facebook photo album entitled #CoachFromAbove. The brand page encourages followers to take photos of their Coach shoes, and posting them online with the hashtag of the same title, in order for a chance to be featured on their photo album.

Apart from #CoachFromAbove, the brand also maximized consumer engagement by producing magazine issues dedicated to particular themes. If you check out their website, today they have the Travel Issue, the Heritage Issue, and the Holiday Issue. Albeit labeled as magazines, these apps are actually a compilation of photos from consumers, living everyday life with their Coach bags! Definitely a creative way to give the spotlight to the real Coach women.

Celebrity Factor

The SartorialistFashion brands like Victoria’s Secret and Coach again, have been able to cash in on their celebrity investments through their social media channels. 

American label Victoria’s Secret has a portion of their Facebook page dedicated to the Victoria’s Secret Angels. This page includes some trivia, their social media channels, schedules on their public appearances, as well as a twitter feed only for the models!

Coach, on the other hand had scheduled a live chat through their Facebook page and a live streaming of an interview with famous street style photographer and blogger Scott Schuman of The Sartorialist.  

Collection Previews

This feature may not come so much as a surprise, as a lot of brands are already currently employing this strategy, but we thought it was worth a mention anyways - and that is collection inspired brand pages. Mostly known for this kind of strategy would be well-renowned brands like Louis Vuitton, Dolce & Gabbana, and Gucci

Dolce & Gabbana’s most recent customized page was dedicated to their scent entitled ‘Light Blue’. Alternatively, Gucci’s ‘Manga Style’ was also quite impressive, focusing on their Spring 2013 collection, the brand had a page inspired by the art of Japanese Manga, which was also ultimately the inspiration for their collection.  

Music

SpotifyAnd lastly, here we have a really cool and hip way to complete the ambiance of your Facebook brand page. Tuning into your sense of sound, fashion brands like Burberry and even website Who What Wear, have incorporated a particular soundtrack to match their branding. 

Burberry, known for taking the lead in digital fashion marketing, has included on their Facebook page ‘Burberry Acoustic’. Also available on their company website, Burberry Acoustic, is actually a marketing strategy unique to Burberry, where they feature up and coming British artists. 

Online magazine Who What Wear, also employs the same strategy - but this time making the use of music social channel, Spotify. Their Facebook brand page includes a ‘summer playlist’ with the latest music to help you gear yourself up for the summer! 

And there you have it! Some simple tips and tricks to keep your Facebook fan pages as fun and engaging as ever! Don’t forget guys, being present on social media is the first step, it is staying ahead of the game that is the challenge!

 “Some of the most cutting edge trends of the moment go back centuries to produce updated looks.” Regardless of the popular opinion, fashion trends are neither born from a secret recipe, nor dictated by a completely new idea of a genius designer, as their starting point is actually the need of consumers. 

With the purpose of offering in depth information regarding the fashion dynamics, Fashionbi further investigated the complex mechanisms of the fashion industry. The first argument brings in the spotlight the author Elaine Stone, who concluded in her book- The Dynamics of Fashion, that there are 4 important categories of fashion players: (1) producers of materials, such as natural and manufactured textiles, leather, fur, and materials used in decorative trimmings; (2) manufacturers of apparel, accessories, cosmetics and fragrances, and home fashions; (3) fashion retailers; and (4) auxiliary services to the other three levels, including market research and forecasting and promotional services. Moreover, businesses all four levels collaborate to capture their share of the market. 

Although in the past there were a few extraordinary ‘designers-visionaries’ such as Coco Chanel, Christian Dior SA or Valentino, who had both the talent and cleverness to predict the trends and meet the consumers’ expectations, our world is way more complex now with the speedy development of technology, the savvier consumers and the harsh competition. Therefore, a possible first answer to the question: Where do fashion trends come from? would be to take a look at the public.

Yes, the large public with all its characteristics! Fashion combines both business and art, so no matter how innovative a designer may be, the charting, forecasting, and satisfaction of consumer demand are the fashion industry’s main concerns as the ultimate purpose is to produce sales and keep the business running. Therefore, according to William H. Reynolds “firms in fashion industries (a) try to find out what their competitors are doing and (b) sometimes deliberately "leak" information on their own plans in the hope that competitors will follow them. It is a rare fashion which is a surprise to the people in a certain field”. 

ChanelMoreover, as currently celebrities, style icons and bloggers are considered valuable trend influencers, fashion designers are constantly seeking inspiration in their style and opinions. Of course designers are inspired by almost everything, from art, technology, nature and even economy. Nonetheless, the key is the fact that they are looking for inspiration at the same time and they are exposed to similar influences and phenomena.

This could explain the fact that several designers are following similar trends, tending to feed off identical influences in their work. For example during the last financial crisis, many designers embraced opulence as a symbol of status protection. They predicted this trend, as during the financial crisis many people tend to be flashy in order to affirm and protect their status. Thus, prestigious fashion houses like Balmain or Chanel showed no modesty or minimalism in their creations. For instance, in the Chanel Metiers d'Art 2012 collection, Karl Lagerfeld created an aristocratic experience, inspired by the Indian opulence. Interestingly, he stated that "the crisis shouldn't be over-emphasized. People have always responded to difficulty by dressing up in jewels”

Louis VuittonAnother example is the Louis Vuitton “Voyage Dans Les Temps” collection. The brand saw the economic crisis as an opportunity to revive trends from other époques, such as 60’s and the 70’s. This was an effective move to keep the loyalty of Louis Vuitton lovers during tough economic moments so that consumers who no longer afford to buy Louis Vuitton could find similar vintage pieces in specialized shops or even into their mothers’ closets so the illusion of being trendy even though they cannot buy a new garment. 

Nonetheless, at least two-thirds of the new designs introduced each season by the fashion industry fail to become fashion. This thing happens when some designs are introduced too early, before the public is ready to accept them, some are not wearable, being too eccentric, while some fail to become popular because they are not suited for certain lifestyles. In addition, according to The Guardian “a trend is born from the chance occurrence of something appearing more than once on the catwalk. It comes from fashion journalists desperately looking for something to write about at the shows”. In order to support this statement they provide the example of shoe-boot as being an anesthetic item that only 10% of women have legs to wear, yet it was a big trend in 2008. Their conclusion is that fashion trends are considered to be born randomly. 

Many designers are also hiring fashion consultants or attending fabric conventions such as Premiere Vision, the world’s premier fabric show where major design houses send their designers in search for fabric swatches, patterns, colors and textiles inspiration. 

MiniThe big trends established by important fashion houses are religiously followed by retailers of all types from Next to Zara. They even hire forecasting companies such as WGSN to predict future trends so they can plan their production accordingly. Street style is also very important in the trend establishment process. Let’s take the example of the miniskirt created by the British fashion designer and icon Mary Quant, who later declared ‘it was the girls on King’s Road who invented the mini’. 

Let’s not forget though the huge importance of social media in the rapid spread of fashion trends, with style icons regularly posting images of their outfits on platforms such as Instagram, Twitter, Facebook or Pinterest, influencing consumers’ preferences and perceptions regarding trends. With savvy consumers seeking for new fashions more often than ever, fashions are rapidly turning into fads, so retailers and luxury brands need to be careful when choosing to follow a certain trend as it could turn into a fad faster than predicted. At a point like this, if not impossible it’s certainly very difficult to produce sales as the merchandise goes out of fashion way too quick. 

"A trend happens as the result of a natural reaction to the customer's direction. But even though you may see a common trend, I think every designer has a different take on it."(Tommy Hilfiger) 

"We process social temperatures into proportions, textures, silhouettes and colors." (Chris Benz) 

Fashion Made in Berlin and the creative scene around it, are setting trends on an International level. The city radiates a spirit and is renowned for its resourcefulness. Having been awarded by UNESCO as the “City of Design,” it’s a place for innovation. In terms of fashion and design it is the home of young designers, artists and entrepreneurs, who follow their dreams and make them come true.

  

Bread&ButterBerlin Fashion Week

Twice a year the International fashion scene meets in Berlin for Fashion Week and turns the city into a true fashion circus. For one week everything revolves around fashion: the renowned Bread & Butter tradeshow and dozens of other extravagant venues attract fashion fans, buyers, journalists and hipsters from all over the world, showrooms seem to spring up everywhere. The city is turning into a playground, providing a stage for a wide spectrum from forwarded creatives, upcoming labels to famous big brands.

 

Over 50 labels showed the Spring Summer 2014 collections this past July, in the tent at the Brandenburger Tor and about 40 others were invited to exhibit at Showfloor, The Gallery and many other platforms, that are constantly emerging. The big Berlin brands such as Michalsky delighted their audiences in unusual and spectacular settings, for example the National Gallery, churches, aircraft hangers and disused industrial buildings. But also the smaller local heroes like Patrick Mohr, Vladimir Karaleev, etc. are now attracting attention for their constantly unusual and unique presentation ideas. Nothing is impossible in Berlin, another characteristic that makes it very different compared to all the other big Fashion Weeks. Berlin impresses with it’s own spirit – raw and uncut - not perfect. Besides all the positive mood and developments, the Fashion Week has been criticized, for not being truly comparable and not very important because it does not create the next step. Big German brands such as Rena Lange, Escada, Hugo Boss decided not to participate this year. Especially Hugo Boss, who usually always launched a big event, for the first time wasn’t in town, but this is not something negative or bad. Now, what Berlin truly embodies, all the smaller, young labels are even more in the spot light and can make their way to the top. Many local labels such as Lala Berlin, Kaviar Gauche and C.Neeon had their breakthrough, now selling in boutiques all over the world and showing as well in London and Paris.

 

Tradeshows

More than 2500 brands showcase their fashion in about 15 different trade fairs. New, since 2012 are the international fashion trade shows “Show and Order” and the design orientated “The Gallery Berlin”. The most popular one of the trade shows is of course Bread & Butter, the world’s biggest fair for street and urban wear. Since 2009 Bread & Butter is located in Berlin and the particular extreme aesthetics that can be found in the German capital are reflected here. New and progressive labels appearing side by side with the biggest international jeans and sportswear brands - all presenting their trends in the environment of Berlin-Tempelhof. This event surprises every season with its spectacular setting and the outstanding stand designs. Over 100.000 buyers and editors from all over the world are coming in January and July to find here the new trends and inspiration – it’s a must visit.

Converse Bread&Butter 

G-Star decided this year on an off-site location, presenting a more refined offer in the popular club KaterHolzig.

Two other smaller street wear label fairs gained the likes of international buyers and stand out due to their special spirit: Seek and Bright. Seek started with just a few rooms and is now occupying the industrial, raw former storage space KÜHLHAUS, where well-chosen exhibitors showcase their styles in a new, progressive buying experience. The Bright tradeshow has established itself to a constant venue with an innovative and unique concept around the skateboard culture. A variety of side events such as artist shows make this fair to a must-see during Berlin Fashion Week.

 

Seek Tradeshow

 

Events & Parties

The city, famous for its music and party culture, as well offers a remarkable nightlife during Berlin Fashion Week. Brands, artists and fashion insiders are hosting amazing events all worthy to be attended. Often critics say people are only coming for the parties in Berlin. The two international known bloggers from the men’s wear blog Dandy Diary - recently attracted attention at the Dolce&Gabbana fashion show - are hosting every season one of the most poplar and outstanding parties, where it can also happen that the two are arriving on elephants – let the circus begin.

 

Dandy Diary Fashion Week Party

 

Conclusion

Berlin has its very own spirit and so does the Fashion Week. It might not yet be comparable to all the other fashion capitals such as Paris or Milan in terms of importance, but in Berlin there is an eagerness to experiment. For buyers and trend hunters from all over the world the Berlin Fashion Week has become a fix date and a must to visit every season, because it is the place where they can find real upcoming trends and inspiration, different from anywhere else. The city brings forth new talents and innovation like no other. One can be curious what will happen in the future and how it will happen.

 

The recent “Great Recession” in the US forced numerous brands to cut costs to survive the financial dip. This cost-cutting helped some brands with a head start towards profitability during the 2009 recovery period and led to opportunities on harnessing new technologies and processes to capitalize on building market momentum. One critical area for investment was advanced digital marketing analytics.

AnalyticsThe focus for marketing analytics now is on the immediate need retailers have to quickly transform raw data, generated from the Web (including social media), and their brick-and-mortar presence into actionable insights. The good news, in addition to the abundance of data, is the advancement of analytics, which has transitioned from standard reports to real-time data feeds. Feeds that can optimize digital marketing and fine-tune business strategies on the fly resulting in far reaching benefits that base success on consumer behavior

According to a study, brands must look at applying analytics not only to keep their costs in check but also use the wealth of information to maintain, enhance and increase revenue.

FashionBig Fashion names like LVMH, Burberry and GAP are already examining variety of gathered data to discover hidden consumer patterns, undiscovered consumer-product relationships and other information. Results of such examinations provide competitive advantages over rival organizations and tie into the goal of increasing market share and ensuring that they remain competitive and even surpass rivals.

MarketingSmaller fashion brands that previously couldn’t afford these in-depth analytics, now have data that is readily available on the Internet, free of cost. But the underlying fact is that data might be freely accessible, what really matters is how to make sense of the scattered information to gain invaluable insights. Aided by such easy access, these fashion brands need to decide what specific tools they need for their particular business and then target their markets.

We seek to better understand how fashion brands view big data – and to what extent they are measuring this data to benefit their businesses. Among the emerging approaches are sentiment analysis, trend forecasting, visual analytics, and social media measurement to name a few. And the only digital marketing focus that is 100% dedicated to the Fashion & Luxury Industry is Fashionbi, where brands can measure their digital performance and ROI across key geographies and market segments, thanks to its international team of analysts.

It’s time for all fashion brands to invest in data-driven marketing and embrace customer-centric strategies, because a pretty photograph and stylish website just won’t cut it anymore.

Like the old saying goes, “You can’t manage what you don’t measure.”

Prada's revenue rose 12 percent to 1.73 billion euros during the six months through July, while the growth slowed from 36 percent compared to the same period during last year.

PRADAThe first-half sales growth went down to a third compared to last year's as a result from China luxury demand faced a slowdown. While the shares for the Italian based company declined as much as 2.4 percent to HK$69.70 before trading at HK$ 69.90 in Hong Kong. Hang Seng Indez which serves for benchmark rose 0.4 percent.

On the other hand Prada is forecasting to grow without any acquisitons (as LVMH Moët Hennessy - Louis Vuitton and Kering Group have done), the company is confident to go for a high but single-digit growth percentage for sales in stores opened more than 12 months during this fiscal year (80).

According to Prada's Chief Executive Officer Patrizio Bertelli "We shall continue to base our long-term growth strategy on the balanced international expansion of our retail nework". Wholesale revenue fell 3 percent as a result of the company's reducing the number of third-party accounts by more than 100.

Marc Jacobs, the famous contemporary fashion designer from the United States just opened its first store dedicated fully to beauty products.

Marc JacobsThis first Marc Jacobs beauty store is located on Bleecker Street in Manhattan. The stock in the store includes 121-piece colors cosmetic collection, plus all the signature fragrances.

But this one won't be the only one beauty store, today there was also the opening in Sephora plus other 11 Marc Jacobs stores from California to Florida.

About the international expansion of the beauty shop expanding, Robert Duffy, president of Marc Jacobs International, told WWD 'It depends on how it does', 'when we launched Bookmarc, I thought it would be the only one, and then we opened one in LA and in Paris and in London. And we're about to open one in Tokyo. At pratically every store I've underestimated the amount of people who will come".

 

Myer is Australia's biggest department store chain, and it specializes in a variety of designer apparel and also home accessories. The runway was created together with well-known Australian designers.

Jennifer HawkinsThe well-known designers where Jayson Brunsdon Black Label, Sass & Bride, Autonomy and Trent Nathan , showing their lines for both men and women. 

As brand ambassadors Jennifer Hawkins and Kris Smith launched this latest Spring-Summer 2014 based on monochromes and classy silhouettes with pastel shades for women and for men there were a lot of evergreen blue denims. This important runway show took place in Sydney.

The Fashion Industry has become digitalized. Some of the brands have embraced it so greatly that not only are they present on most major social media networks, but they are also doing a terrific job having their audiences fully engaged. However, having a solid and strong creative director these days may be more important than ever before. Let's find out how powerful creative directors really are, or may become.

Magnificent Karl Lagerfeld

If there is a recipe for the best fashion ever, Chanel is its staple ingredient. Why ? Because what would be fashion without the legend in the shape of  Gabrielle "Coco" Chanel. She is definitely one of the most important designers of the 20th century. The chain-link quilted handbags and the Little Black Dress continuously dictate trends all over the world.

In 1983, fifty-seven years after Vogue first showed readers Coco Chanel’s innovative Little Black Dress, Karl Lagerfeld joined Chanel bringing new fresh energy to the brand.

Quoted in People , Mr. Lagerfeld said: “My job is to bring out in people what they wouldn’t dare do themselves.”

Classic and luxurious Chanel suit with a nipped-at-the-waist cardigan jacket has been one of the most popular fashion items copied by plenty of manufacturers present everywhere. Lagerfeld keeps the brand stylish by creating splendid cool leather-colored bags, and collections that go far beyond cocktail dresses and tweed suits.

KarlLagerfeldWorking at Chanel, Lagerfeld reinvented and revived one of the most important and historic brands in the world. He has been doing it with such a passion and sewn-in success that today Chanel stands out in couture, ready-to-wear, accessories, jewelry, shoes, or fragrances being desired by millions all over the world. Karl Lagerfeld is an undeniable master of reinvention. By 1997, Vogue crowned this multilingual designer "unparalleled interpreter of the mood of the moment." 

Lagerfeld proves how versatile he is not only by designing numerous fashion lines, but also by being a photographer, director, illustrator, costume designer, and diet guru. In 2011 his work as a designer, photographer and filmmaker was awarded the Gordon Parks Foundation Award. "I'm so proud, and so very thankful, but I'm never done," said Lagerfeld of the honor.

 

Successful and Provocative Tom Ford

TomFordTom Ford brought the sexy back to Gucci during his work there in the years 1994-2004. Season after season, he was constantly bringing up sex, reminding us that it creates buzz and sells. He was the author of some controversial fashion campaigns (sexy enough to be banned in some countries) making his fashion memorable.

A luxury fashion brand founded in 1921 by Guccio Gucci was successfully reinvented and revitalized by Ford.

In 2000, Ford took over also at Yves Saint Laurent. Although YSL collectibles were already hot commodities, he managed to create essential objects focusing mostly on accessories. He proved his best designing horn-handled bags and thick-soled sandals.

For four years Tom Ford designed for both brands, making himself arguably the most powerful designer in the world. Bridget Foley of Women’s Wear Daily described Ford as “Fashion’s boldest, most audacious success story ever.”

Design Wunderkind Phoebe Philo

In 2008 Phoebe Philo joined Céline as creative director. LVMH Moët Hennessy - Louis Vuitton offered Philo what she called “a clean slate” - the chance to rebuild the house of Céline. Because of that this position was custom-tailored to Philo's specifications.

Phoebe PhiloPhilo’s collections for Céline are wearable, modern and minimalistic - simple colorblocked coats and trousers. She truly pioneered the shape of a boxy leather bag - an accessory desired by the fashion- conscious women around the globe.

Phoebe Philo become successfully recognizable not only due to her passion for what she does, but also for delivering minimalistic fashion items loved by Céline's consumers. As Vogue’s journalist, Sarah Mower, said “It’s the work of a woman working for women.”

The New Generation of Creative Directors

Raf Simons for Dior

In 2012 Christian Dior SA confirmed Raf Simons taking the place of John Galliano at Simonsthe French fashion house.

A Belgian designer's first collection for Dior was for the haute couture autumn/winter 2012 season. It was colorful and sharply tailored. As a result it was often worn by the celebrities at the red carpets events.

Dior has been currently spreading through Asia and in emerging markets. That brings even more challenge into Mr. Simons position at the fashion house. Asked about his feelings, he said: “I’m someone who takes responsibility. I’m not an isolated person. The more I connect to people, the more I have the feeling that things work.” On what he's trying to accomplish, he firmly answered: "I want to get away from couture just being done for a picture, or for a single moment on the red carpet. I want to try and convince women that couture can be worn in the day and that there's a reality and a relevance there, because that's what Mr. Christian Dior wanted. In my opinion, Christian Dior was never, ever theater."

 

Julien Dossena for Paco Rabanne

JulienDossenA few days ago the French designer Julien Dossena has been appointed creative director of women's ready-to-wear at Paco Rabanne.Dossena was a senior designer at Balenciaga, where he worked from 2008 to 2012. Because he worked closely with Nicolas Ghesquière, there are some speculations that we will be able to see his influence in Dossena’s collections at Paco Rabanne.

Dossena debut spring and summer 2014 collection will be shown in September 2013 during Paris Fashion Week.

Stuart Vevers for ##Coach#

In June 2013 American handbag and accessories brand, Coach, named Stuart Vevers Stuartits new executive creative director. Previously, the British designer was creative director of Mulberry, designed for Bottega Veneta, Givenchy, Louis Vuitton and Calvin Klein. Most recently he worked as creative director of Loewe.

In his new role at Coach, he will be responsible for women’s and men’s design, brand imagery and store environments. Lew Frankfort, chairman and chief executive officer of Coach, Inc. asked about Vevers' new role, said: “We are extremely pleased that he will be leading our strong creative team already in place, bringing his unique aesthetic and personal style to Coach."

Will the new appointments succeed ? They already have a strong experience, necessary talent and fulfilling passion. They know which steps to take, and which direction to follow. They have trust given by the luxurious fashion houses and a courage to perform their best. They have all the eyes on them.

The Fashion Industry can be described in many ways, from different perspectives, yet one thing is generally valid- it is not a trivial, nor a conventional industry. For this particular reason, we can assume this industry is attracting an increasing number of aspiring professionals who struggle to secure a place within this complex, tough and glamorous field. An appealing aspect about fashion is related to its mysteriousness as one craves a sense of belonging to it no matter how shallow may seem for outsiders. 

Essential Fashion Knowledge

Dolce and GabbanaMost experts agree that fashion was born in Paris- the home of couture and style, the place where the aspiring fashion designer must be present, showcasing his/her designs at Paris Fashion Week, in order to gain credibility and respect and ultimately build the fashion brand. Comparing to the 19th century, when the English couturier Charles Frederick Worth created the first fashion brand and established himself in Paris, dressing celebrities of those times, our era is more about mass production than bespoke trade. The rules of the game have completely changed in the last 20 years and now we are witnessing phenomena such as the increase in number of fashion seasons. The fashion calendar is divided into two major seasons: Spring/Summer occurs from roughly January to June, Fall/Winter from July to December, with Fashion Week occurring in February (when fall is shown) and September (spring). This is the simple scenario, when fashion houses are presenting their haute-couture and ready-to wear collections. But what happens in those six months of waiting for the next fashion show? Well, now the equation becomes more complicate as in the last decade the fashion industry vocabulary was enriched with several captivating terms.

As the world craves fashion shows adventures, the fashion industry is now offering a new sort of collection called ‘resort’ or ‘cruise’ that lands in stores around November to fill the gap between autumn/winter which arrives in store in September, and spring/summer (in store February). Similarly, 'pre-fall' collection bridges the gap between the spring/summer and autumn/winter shows, hitting stores in May. The presentations are smaller and less spectacular than the main shows, yet they represent huge commercial opportunities for designers and retailers. Moreover, fashion consumers feel that fashion shows never end.

The Fashion Show has an impact on all fashion game players, no matter how small or big they are. The grand unveiling of the fashion trends matters for buyers, fast fashion retailers, competitors, fashion journalists, bloggers, photographers, marketers, editors and of course consumers. There is a tacit connection between all these players as they influence each other and create the ‘fashion system’- an increasingly complex mechanism that no matter how impossible to understand may be, it has its own well established pace and all its players know very well their roles.

LanvinFashion Week is the main source of information for retailers, who figure out what they will be buying for the next season, while for fast fashion players such as Zara or H&M it is the perfect period to find inspiration for their next collections. Moreover, technology changed the structural characteristics of supply chains as now it is easier for retailers to ask for low cost and flexibility in design, quality, delivery and speed to market. However, fashion editors and more recently fashion bloggers are great influencers as their reviews of the fashion shows matter more than ever for the large audience. Their voice and opinion regarding trends and collections act like a filter for the consumer as they establish and validate the real trends. Nevertheless, their integrity was lately contested, for instance fashion journalists who were once so admired for their courage of critiquing anything, anytime, are now seen by many as a sort of living marketing tools for certain brands. 

Diffusion Lines Scenario

D&GSpringSummerFashion is fast and forward, always challenging us to adapt to its changes without any warning signs.  To illustrate this point, let’s take the case of diffusion lines- secondary lines of merchandise designed by high-end designers, at lower prices and quality. These lines are usually targeting the young generation, producing a great part of the company’s profit as they are very appealing for customers due to their accessibility in terms of designs and price. Emporio Armani, Miu Miu (Miucia Prada) or D&G are just a few examples of diffusion lines that are bringing huge profits. However, it is interesting to mention that in 2012 the famous Italian brand Dolce and Gabbana closed its D&G diffusion line as it became stronger than its main lines, starting to represent a big threat for the exclusive status of the brand, contradicting its essence and image.

In addition, in the European Journal of Marketing, in a research paper called ‘Brand without boundaries. The Internationalisation of the designer retailer’s brand’, the Buying Director of an import luxury brand stated:

“Diffusion ranges are the life-blood of designer fashion retailers. They bring in the revenue and more importantly the profits. The couture, and to some extent, the pret-a-porter is there or publicity. But if you look at where designers are opening the stores, and are focusing their energies, it is upon the diffusion brands and stores.”

 

Therefore, diffusion lines are also key lines used by brands in their internationalisation process as they are cheaper to produce and easier to use for testing new and uncertain market. In this way companies can have a better idea of consumers’ behaviour in a specific market so can decide to go further and establish a solid presence by opening a flagship store, or they can withdraw from the market without losing huge amounts of money.

ZaraAlike bloggers, diffusion lines are a solid sign of the democratisation of fashion and they may represent a threat for the exclusive status of luxury brands. They are mass produced and could be considered a response to fast fashion brands which revolutionised the consumers’ behaviour with their well developed supply chains. Fast fashion brands changed the perception of consumers regarding speed and variety as they offer low priced fashionable merchandise faster than big fashion houses and they copy catwalk trends providing variety and creating the idea of ‘Here Today, Gone Tomorrow’.

Therefore, on one hand, the newest phenomena of the Fashion Game have a strong connection with the democratization of fashion, but on the other hand according to the Managing Director of a prestigious French house: 

“You cannot claim to be exclusive and charge premium prices when you are selling more jeans than say, Marks and Spencer. The customer catches you out. Frankly, I think the American brands have been caught out already. This bubble will burst and the best brands will go back to being exclusive again. These diffusion stores will certainly close. Exclusivity is not concerned about democracy.”

The Italian eyewear manufacturer Safilo S.p.A. posted a weak second quarter for year 2013. Where the net sales went down 7.2 percent to 301.4 million euros.

SafiloOn the other hand the adjusted EBIT went up 2.9 percent to 29 million euro, and Net profit with a decrease by 7.2 percent compared to the same period during last year.

The first quarter of this year the eyewear company Safilo S.p.A. closed it with revenues of 598.36 million euro which represented a decrease of 2.4 percent compared to 613.29 million during the same period of year 2012. 

Just last friday the company was trading with a decline of 4.43 percent, according to Italian analysts "the balanced bullish strength of Safilo is supported by crossing upward moving average to 5 days moving average to 34 days. For technical implications assumed we should see a continuation of the bull market share 16.25 euros".

Recently there have been news about the good performance Australia's apparel online retail is bumping too. But this country still faces big challenges for their local fashion designers.

Australian Fashion DesignersAccording to the news site 'The Australian', this country's clothing, textile and footwear industry was valued close to $3 billion, and retail and wholesale sectors added another $7.5 billion in 2012, also it is important to say that according to this report it represents approximately 200,000 job positions. However the country faces a challenging scenario for established and aspiring fashion designers to run a sustainable business.

One of this challenges is the production of their labels

Recently the designer Poppy Lissiman during an interview for The Age admitted to having stop producing her namesake label due to 'umanageable Australian products costs'. According to the designer afte 5 years of producing her label in Perth, she felt that power was in hands of the manufacturers, as a result she now has her label on hold.

"In Australia the option of manufacturers is very small, they are always full with many designers trying to use the service, in consequence there's the need to book months in advance" said Poppy Lissiman.

Distribution is hard with majority of retailers struggling to survive 

During the same interview Lissiman, said that every season she found a big challenge to find stores where to offer her collections, and the previous she had been using, closed from one season to another. Now stockists have troubles to pay and they continue to offer designers the distribution under consignment. This modality is very risky for the designers since they don't have cash back to continue producing future seasons collections.

Disconnection between the Australian Fashion Council and Australian fashion

In Australia there is the Australian Fashion Council as a division of the Australian government's Council of Textile & Fashion Industries, it has the mission to connect Fashion Designers with government grants, and nurture them with information about industrial relation legal issues. However the awareness it has in the country is very low.

Challenges to succeed internationally

Australia's Sydney capital is more than 20 hours away from most of all the major fashion capitals which is an obstacle to have international buyers assisting to Australian Fashion Week. Plus the fact that seasons are inverted to the northern hemisphere makes the fashion business very challenging for local players.

Despite these challenges the Australian Industry is facing, there is also coexisting the increasing interest and fashion forward young population, many of them getting advantage of the natural resources and ethical consciouss educational background this country has, in order to promot the Eco-Fashion, and develop their business under this category. In this way they get a strong differentiation from the rest of the world.

As we will do in every Fashionbi Spotlight, we will dive into what we have learnt from the best articles during the last two weeks. This time around, our topics are focused on our heading of “Building an Online Fashion Presence”. With this issue of Fashionbi Spotlight, we want to give you the most important things you should know about it!

Pinterest vs.InstagramLet’s start by commenting on how Social Media is no longer an option for the fashion brands’ marketing plan, but instead it is a MUST as our contributor Luciana Zegheanu mentions on our number 1 article. We have learnt that a digital marketing strategy,  allows fashion brands to stand out  and gain in the short and long term a true engagement from their users.  But what fashion and luxury brands should know is that, often there are common mistakes when trying to execute a social media presence, and the points they should avoid are:

1. Not Being Active.

2. Concentrating On One Or Too Many Social Media Platforms

3. Not Engaging Your Audience.

4. Not Using Hashtags.

5.  Not Following Back Your Loyal Followers.

Global E-commerce everywhere in the World!

Next we move on to one of our newer contributors, Mook Attakanwong. Mook from Australia, tells us which online stores are at the top of Australian consumers minds.  In her piece on Austalian e-commerce we learned about websites like Green with Envy, a company established in 2000, as a walk-in boutique in Melborne and is now in the top 5 e-commerce sites in Australia with designer pieces for great deals.

The second example, Robby Ingham, is very remarkable for its delivery strategy, which has the items you purchased online delivered at your doorstep in no more than 3 hours. Other examples include: the Iconic , LOVVD and the Parlour X .

Knowing how important e-commerce is in Australia, here at Fashionbi we did a quick research about the online presence  of the most popular fashion brands in Australia, as a sample we took  Aarzee Jewellery DMCC, Bec&Bridge, Sass&Bide and lastly Willow.  Most of these brands are ‘young’, since they were founded at the earliest in 1999, and the latest Ellery in 2007.

What we found very interesting was, that these brands presence in social networks could be stronger! Let’s start with Aarzee Jewellery DMCC, one of the most recognized designer brands in this country. It turns out that, Ellery does not have a presence in Facebook, Twitter or Instagram at all!

Secondly we research, Bec & Bridge, this Australian Premium brand only has presence in Facebook with 19,056 fans and also has a Twitter account with 5,350 followers, similar to another popular and premium brand that is called Willow,  the social presence for this brand is only via it’s Facebook account with only 9,051 fans and it’s Instagram account with more than 5,492 followers.

Finally the winner among these 4 Australian brands is Sass & Bide with an account in Facebook with more then 195,734 fans, a presence on Twitter with more than 13,582 followers, and a very successful Instagram account with more than 96,429 followers.

All these brands activity is done daily, but it seems like they need to do a deeper study in their content to see how they could rise up the users engagement.

So what does it take to create a great online presence for a Fashion Brand?

Fashion onlineWell, that seems like the one million dollar question, and our contributors are tying to give our readers the best information on it. For example Siije Sheila Liu, explained to us why Chanel took over Louis Vuitton, to be crowned as the top Fashion Luxury brand in China. To put it into context, what we learned is that brands should always focus on creating content attractive for local consumers.  She mentions how important it is that Chanel, a part from its brand heritage, has been promoted through films as well, creating a strong brand awareness internationally.

But what happens if your brand is young and it doesn’t have a heritage background as Chanel?  To answer this question we must repeat that Social Media presence can be your road to success, but it is not something simple to do. First, you need to define which are the networks that best fits a brand’s needs according to the audience it is targeting.

A good example is mentioned in the article Social Media Wars: Pinterest vs. Instagram,  where it is stated clearly that the best social network is the one that covers your needs more completely. For example the article mentions that Instagram is better to tell stories, and create a more personal experience about everyday life encounters - it doesn’t matter if it is in the office or a holiday. Therefore, Instagram can truly  work for a brand that is looking to create a strong awareness on its ‘lifestyle’. On the other hand, Pinterest is really helpful for e-commerce retail, since items exposed there are linked to the online retailer where the user can purchase the items.

On this Spotlight, we have also ranked an article written by Courtney Gerring, about how retailers are incorporating social networks such as Pinterest from online to offline strategies. The article explains how the US retailer  Nordstrom is encouraging customers to purchase led by social feedback! What they do is to set a special visual merchandising  for the items more liked and ‘pinned’ on Pinterest.

What we can see as Gerring mentions, is that today “consumers are looking for something intriguing, fascinating and exhiliarting. They look to social media to find the trends, and with mobile devices on the other side, consumers today are looking for emotional connection digitally”.

Research for trends about upcoming social networks!

Social NetworksIt is true, a fashion brand should not only research for style and inspiration trends, but also it is fundamental to keep an eye on the digital world and find out soon what is going on.  By doing so, they will keep space for innovation and constant creativity, and here we will like to quote the article we are reading from Fashion’s Collective, where they explore one of the latest applications, Vine. “The newest social media craze is Vine, an application that allows users to create mini movies by holding their iOS device steady in three separate shots. The in-app camera then loops the three shots together into one quick, 6 second video clip which is shared with the Vine community (and can also be shared on Twitter and Facebook)”.

In the article, author Elizabeth Canon explores the reasons why fashion brands should be active or not on Vine.

Last but not the least, we would like to share with our readers more tips about building a strong online presence through this article featured on socialmouths.com.

Author Sara Carter tell us ‘You will be missing out on an incredible number of potential customers’, this only emphasizes all the more that there are simple tips and tricks that fashion and luxury brands should learn more about, which is the perfect combination for their content strategy in this media.  And more importantly, is the fact that fashion companies are not on their own, here in Fashionbi we are ready to empower them to take smart decisions!

 

 

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