The Instagram Effect: How the platform drives decisions at fashion brands – Digiday

Here’s our McLuhan moment for the day… I’d say this is a “must read.”

Instagram has become an influential force in the fashion industry, and brands are using it to their advantage.

Source: The Instagram Effect: How the platform drives decisions at fashion brands – Digiday

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Fashion straight into our home

The internet and social media has brought Iceland closer to the fashion scene in Europe and America. Now we are able to see what is new and in style right away and even see the fashion shows through websites like style.com, youtube.com and even see them streaming live on the designers website. Then there are social media like facebook, Instagram and twitter where we can see how the fashionistas of the world are dressing and what the designers are doing and thinking.

Not that long time ago Iceland got most of its fashion information from American movies and fashion magazines. That would be fine except for the fact that the movies were usually a couple of years old when they arrived to Iceland and the magazines also arrived late. The fashion in Iceland was therefore always a little bit behind Europe and America.

The new media and technology has brought the fashion world closer to Iceland and therefor blurred the line between local and global fashion. The question is did it really changes that much for Icelanders and how they view fashion in general?

Below are some example in how the internet has made it easier to for people all over the world to access the fashion industry.

Dior Haute Couture spring/summer fashion show.

https://www.youtube.com/watch?v=CyOU1pHf4gE

Review of the show and photos on style.com.

http://www.style.com/fashion-shows/spring-2015-couture/christian-dior

Then there were a lot of photos and information on the show on Dior’s Instagram account diormag.com.

The 20 Most Influential Personal Style Bloggers Right Now

Link to article: The 20 Most Influential Personal Style Bloggers Right Now – Fashionista.

Just in time for our “how does fashion move (here)” discussion!

What I find especially interesting is how they determine their ranking in making these bloggers the “most influential in the world” (the world!)

They considered:

  • Instagram, Twitter, Facebook, YouTube and Pinterest followers, as well as website traffic. These numbers gave us a snapshot of how many people these bloggers are reaching every day.
  • Brand extensions. We gave props to bloggers who have used their influence to create original products.
  • It factor. We talked to industry insiders about whom advertisers are loving right now, and who is moving the most products via affiliate links.
  • Google News searches. Headline makers were rewarded for extending their reach beyond their own network.

Notice how all the influence (except #3 “It Factor”) is measured in Internet traffic and positioning. Not that that is in any way odd – these are after all bloggers, but the complete absence of overlap with any other media is significant, especially coming directly out of a McLuhan lecture…

I would also wonder about the preponderance of Los Angeles-based bloggers. If it isn’t just bias on the behalf of the Fashionista editors (and it might well be, but how to determine this?) then what does that mean?

#GIRLBOSS: The Rise of America’s “Nastygal”

http://www.wwd.com/media-news/print/sophia-amoruso-talks-girlboss-7667795?module=latest-articles

Sophia Amoruso, founder and CEO of the massively popular apparel website, Nastygal, has been tremendously busy promoting her new book “#Girlboss”, which hits stores today. #Girlboss tells Sophia’s story of how she grew up with nothing and now runs a multi-million dollar fashion business, which she began by selling vintage clothing through eBay. In order to promote this inspiring, out-of-the-box book, Sophia has been applying some normal, as well as many out-of-the-box marketing strategies. Aside from interviews with major news programs such as the BBC, ABC, and Good Morning America, Sophia’s marketing tactics range from topping taxicabs with advertisements reading “If this is a man’s world, who cares? #GirlBoss“, to paralleling a chapter from her book and offering free bagels out of dumpsters, to providing a working hotline at 1-844-GIRLBOSS, which provides a “quick guide to an awesome life”. Judging by her promotional approaches alone, Sophia Amoruso’s new book is sure to be full of helpful and creative tips and techniques on how to manage money, business, and fashion, while also keeping it weird.

Alexander Wang to Collaborate with H&M

http://www.businessoffashion.com/2014/04/alexander-wang-collaborate-hm.html

 

It was announced that Alexander Wang will be collaborating with H&M this fall, with a line hitting stores on November 6th. I think this was a smart selection on behalf of H&M. One of their more recent designer collaborations (Maison Martin Margiela) featured clothing that I believe was far too out-of-the-box for the average H&M customer. MMM’s designs are notoriously avant-garde, and their H&M line (while toned down) still stuck out like a sore thumb against H&M’s minimalist clothing. In light of this, I think a line with Alexander Wang will fare much better. His minimalist style, added with his new designing experiences with Balenciaga, will more than likely create a line that keeps in line with H&M’s aesthetic, while offering customers a “high-end” option and a chance to sport something attached to Wang’s name.

New York retakes Top Global Fashion Capital Title (BS alert!)

I’m posting this as an example of the kind of astonishing BS that one encounters every now and then in pop-culture journalism. See if you can find any explanation of the headline in the article. (It’s there… look for it, look for it.) What in their mind makes NY the “Fashion Capital”? How has it “retaken” the title?

Now… there is a story in there. They just aren’t presenting it. See if you can see what’s going on here…

New York retakes Top Global Fashion Capital Title from London, edging past Paris | The Global Language Monitor.

Is This What Twitter Commerce Will Look Like? (Re/Code 1/31/14)

“Twitter is getting serious about commerce on its service. So much so that it looks as though soon you’ll be able to buy goods for sale directly from a tweet.”

I thought this article was interesting because it is linked to the shift that I wrote about for our second class. Based on the article, Twitter will be launching a commerce section on its website, allowing people to buy and complete transactions for popular items, including fashion pieces, simply on their news feeds. Technology like this allows people of all ages to better stay up to date with fashion trends. For a while now, we’ve seen the influence of social media and instant communication on the spread of ideas and trends, allowing for younger girls to dress more similarly to how they see older women dressing. When Twitter opens up commerce on its newsfeed, people will be able to buy clothing and share trends and new ideas more easily.

http://recode.net/2014/01/31/is-this-what-twitter-commerce-will-look-like/

The Long View | Chris Anderson Says the ‘Maker’ Movement is the Next Industrial Revolution | BoF – The Business of Fashion

An interview with Chris Anderson. He has a vision of de-centralized design and production: The “Maker” movement. I’m very tempted to throw our schedule out the window to discuss this…

The Long View | Chris Anderson Says the ‘Maker’ Movement is the Next Industrial Revolution | BoF – The Business of Fashion.