Blogging in the Fashion Industry

Blogging in the fashion industry is an important tool, and should be used extensively. Fashion companies, promoters, and designers, would benefit from social media and enhancing their brand. My thoughts are, some of the blogging benefits that would increase awareness of a brand in the fashion industry would be:

·         Express thoughts and opinions to increase engagement

·         Gain important knowledge about the consumer or target market

·         Generate transparency throughout the brand

·         Keep consumers updated and informed about such things as new designers

·         Promoting fashion events which in turn increases brand awareness

·         Generating traffic which will lead to discussions and opinions such as a new fall fashion line

I feel blogging for the fashion industry is an excellent example of how using this channel is very beneficial to increase a brand.

Three Specific recommendations:

·         Come up with a blogging strategy within your companies social media budget  to promote fashion designers, events, or fashion companies.

·         Include resources, links, and informative content within the fashion industry.

·         Have measurements and analytics in place to help achieve goals and objectives, such as increase followers, or measure sentiment and feedback.

Companies in the fashion industry currently use social media,  but I feel that blogging could be enhanced even more using a blogging strategy to increase a brand more.

Jimmy Choo on Facebook

Jimmy Choo is doing a good job at maintaining their social media campaign, for being such a high end designer and large corporation.  They are frequently updating and posting information about there products, almost every day with mulitple posts.  This has allowed them to gain 547,473 followers, with each post obtaining thousands of comments and likes. Along with posting information about their products, they provide their followers with news, upcoming events, and links to articles about Jimmy Choo.  Although they are doing a great job, there are some things that they could improve upon. 

Wtih Jimmy Choo's post generating thousands of comments there is litte interaction from the companys part.  They should be interacting with their followers more, and this would allow them to generate more discussions and be more engagining. Their posts over all focus on informing and promoting there products.   Jimmy Choo should give more incentive for the consumer to return to their facebook page.  

Over all, Jimmy Choo is doing a good job with their social media campaign, taking into consideration that they are already a house hold name in the fashion industry. 

http://www.facebook.com/home.php#!/JimmyChoo 

Social Media Tools - Holt Renfrew

About the Company
The company I chose which was related to my fashion blog was Holt Renfrew.  The company carries designer fashions, shoes, and other fashionable items for both men and women. It is considered to be a very high end department store.  Holt Renfrew also holds fashion events throughout the year.  Designer fashions at Holt Renfrew include top designers such as Gucci, Chanel, Versaci, Louis Vitton, etc. 

Social Media Tracking Tools
The first one I used was HowSociable. I chose this tool as it was free and did not require any downloading. HowSociable provides a easy way to measure the brand’s visibility on the social web using 32 different platforms. The site was simple to follow however it had a few limitations.  I was able to view Twitter tweets, however facebook for example ,was not allowing any content sharing or conversation viewing.  The scores were very useful, especially when comparing to other companies or similar brands.  The ratings can be monitored for changes.

I also used Addictomatic which allows the creation of a custom page of search results from 25 different social media platforms. I was able to obtain blogs from Wordpress.com using Addictomatic. It was easier to obtain information using Addictomatic and navigate around the different platforms with the ability to bookmark it. I found this to be very useful. The following were a few of the conversations from Wordpress.com using Addictomatic:

21 September 2009 by Charla

…  on Facebook.  The Scope ran an article about the latest Holt Renfrew Catalog layout. It's not only beautiful and inspiring but they …

January 7, 2011 by Peonies&Cupcakes
WHAT?! You heard it right! I know this doesn’t happen very often so I thought I would share that this weekend only Holt Renfrew is having 20% off the lowest ticketed sale price. WOW! I definitely ♥ Holt’s but they are damn expensive so this is exciting!

Company Findings

Conversation Details	Rating:  Postive=+1 Neutral=0 Negative=-1
JesscaCN: A most interesting window display at Holt Renfrew. http://twitpic.com/4ayluy	+1
StephanieHakim: @Zgulmi @etienneboulay22 If i can suggest something, i say a shopping spree at Holt Renfrew!!! lol	+1
stephaniewels: Why did I let myself wander into holt renfrew #poorlife	0
anziejewelry: Check Out: Fashionata Spring Fashion Show at Holt Renfrew http://t.co/QGTFBQ4 via @avenuemagazine	0
athena_dalessio: At Holt Renfrew- the constant reminder that I spent way too much on my prom dress.	-1
lance_concept: A F$&kin tshirt for $575.00 @ Holt Renfrew	-1
kcheng: This Holt Renfrew is awesome! I keep getting comp choco covered espresso beans, macaroons, Smart Water n now I'm playin XBOX Kinect!	+1
DianneChow: RT @thestregishotel: http://tinyurl.com/4kmnkwj (expand ) NEW CONTEST! Win a St Regis/Holt Renfrew Shop and Stay pkg. 3 ways to enter	0
that_angela: @madisonjanine If I went to Holt Renfrew to buy everything I wanted, it would probably cost the same as a house.	-1
TheREALNotNice: Holt Renfrew.....i hate you guys right now, my pouch zipper spoiledddd	-1

Holt Renfrew’s visibility score is 277, and a tweeter score of 1001. The overall sentiment is mixed (positive versus negative). It is clear however looking at the findings, that Holt Renfrew is a elite place to shop, however very expensive for the average income work, as it carries many high priced designer fashions.  The breakdown for the ratings from the above 10 Twitter conversations are as follows:  

Positive	30%
Neutral	30%
Negative	40%

.

Other Social Media Tools

Monitoring twitter conversation and measuring Sentiment can be done using Twitter Twendz.  It is a twitter tracking tool used to explore conversations about a companies brand:

 

I found the following article, which was interesting, on “Why You Shouldn’t Trust Automated Sentiment Scoring“, which outlines the problems with using automated scoring. The company Sentiment360, found examples that had a “50% swing in sentiment”, in automated versus human analysis.

The full article can be viewed here: Automated Sentiment Scoring

In summary, tracking tools are very useful in monitoring a company's brand visibility, and should be used to measure results against the KPI's established in the social media plan.

Press Release - “Fashion Cares for Haiti”

“Fashion Cares for Haiti”: The Relief Benefit Fashion Show

Nassau, Bahamas. 11/14/2010

The three day fashion extravaganza “Fashion Cares for Haiti”, produced by Mode Îles Ltd, was a success!! The purpose of the evening was to showcase the fashion talents of the Haiti people and increase the possibility of the fashion and design to help the Haitian economy. Designs for cultural wear, jewellery, plus sizes, accessories hit the runway with the “intent of changing the perception of fashion from their native land”.  

The Runways had collections from various talented and diversified Haitian designers such as:

• Phelicia Dell (Veve Collection),
• David Andre
• Giovanna Menard (Artisans du Soleiel)
• Michel Chataigne
• Maguy Durce
• Maelle David (Maelle Creations)
• Savannah Savary

Highlights  included designers  Maelle David (Maelle Creations), with a “full-figured” line, modelled by Bahamian beauty queens as well as Ms. Full-Figured Bahamas, and  Ms. Teen Plus Bahamas.

Celebrity designer and TV personality Nick Verreos hosted the event, which captivated the audience. Islands of the World Fashion Week (IWFW), which took place in the capital city of the Bahamas, was one of the most talked about fashion events of the season.  

Designer Awards were presented to:

• “In Search of the Next Oscar”- Georgina Estherr (Dominican Republic)
•  “NextGen”- David Rolle (Bahamas)
• Eco-Fashion Award- Oliver Tolentino (Philippines)
• Cultural-Fashion Award- Phelicia Dell (Haiti)
•  “Runway to Fashion Week”- Theodore Elyett (Bahamas)

Theodore Elyett, showcased his 14 piece collection on the runway.  He was awarded a scholarship to the Parsons The New School for Design, and  given a fabric donation by Bahamas Handprint, which was used as part  of his collection.

The Mode Îles Ltd event was supported and attended by Haitian Ambassador to the United Nations; H.E. Leo & Madame Merores, Haitian Ambassador of the Bahamas; Mr. Antonio Rodrigue and other Haitian diplomats.

For more news on this or any other IWFW shows visit the website at www.islandsfashionweek.com. You can also visit www.facebook.com/islandsfashionweek.

For the full press release visit: Islands Fashion Week

Other related IWFW press releases:

 IWFW Televised

For more information contact:

Mr. Kedar Clarke at 242-356-6133 or kclarke@islandsfashionweek.com

Fashion & Social Networking

Companies in the fashion industry use social media extensively to achieve their marketing goals. It is also the fashion promoters, and even designers, that are benefiting from social media.

I feel social media for the fashion industry is an excellent example of how using these channels for marketing, is very beneficial.  The following are examples of how some of these companies are meeting and even exceeding their marketing goals:

Asos ( As Seen On Screen) one of the biggest  online fashion retailers, generating
11m users a month. “On a daily basis, that’s around 700,000 people,”

The company  launched Asos Life, which is an “online community” combined of  staff and customers who blog, chat and post on fashion forums. The company also  launched Asos Marketplace, which allows designers to set up boutique stores on its site selling their own designs.  Recently they began the Asos Facebook store, one of the first retailers to launch a shop on the social networking site.

The following is an interesting article on how the fashion industry is using social media to enhance their brands: “Social media fashion index: fashion show livestream gets brand to the top”.  Some examples of companies that are exceeding marketing their goals are :

·         Victoria Secret with its new bridal collection, now  available  online

·         Levi's profits increased from its unique video for the Curve ID jeans

 I wasn’t able to find any examples of fashion companies that didn’t meet their goals or were not affected positively by social media.  Does anyone have any examples, as I would be interested to see why not?

Fashion for Pets

I thought this was a great opportunity to elaborate on the fashion industry and pets. The market for  dog fashion especially , has grown substantially over the last five years.  These pet boutiques are not only in upscale cities, like Beverly Hills, but are also in many other cities such as Vancouver.  I visited Fetch in Vancouver to find this demand actually exists, and is flourishing. 

If you would like to join the Pooch Party , the next "Fetch Yappy Hour" will take place on May 28th, 5:00 to 8:00 pm.

Our city is embracing the pet friendly culture, including many retail stores.  A cute little dog with a fashionable outfit on, turns heads as much as a model on a “cat walk”. Our pets are our part of our family, so why not showcase them when we can, and also they love this attention!!

Malucchi specializes in fine Italian style for dogs, makes exquisite collars, leashes and carriers, in addition to a clothing line for pets. The majority of customers  for these European manufacturers which uses silks, and crystal beading. If any of you are interested spending a little more on pet products for the “distinguished doggie”, you can visit the online Posh Puppy Boutique.

However, if you are more like me, and don’t have the extra cash, you can still have a fashionable dog, by being creative, and keeping your costs down by sewing them yourself, or purchasing the outfits in discounted retail stores such as Winners.

Do any of you know of any other retail stores to purchase discounted pet clothing and accessory lines?

My  closing tip....fashion whether for your dogs or yourself, doesn’t need to be expensive,  it’s being creative that makes that fashion statement. 

Top 10 List For a Successful Fashion Event

I put this list together from experiences I gained from the Fashion Week 2010, that I helped out on as well as an Event Planning course that I took.

My top ten list of a successful fashion show:

1)      Determine the Event purpose, and understand exactly what the intent of the fashion show is.  Is is to showcase local designers? Is it to introduce a new designer?

2)       Identify your target audience and their state of mind. What are their demographics? Is this a event for profit or a charity event?

3)      Create a budget by estimating fashion event show costs, from start to finish.  Is this event being paid for by sponsorships, and if not who will responsible for the costs.

4)      Select a date and venue by considering the type of fashion event you are planning.  Ensure the venue accommodates the all aspects of the event. Consider if there are multiple venues.

5)      Create a timeline, and event project plan, including deadlines for each milestone.

6)      Hire staff, volunteers, and models for the event.  Select event planners and project managers to oversee the event from start to finish.

7)      Publicize the event. Send out invitations to VIP’s, and advertise fashion event using various social media tools to announce the event.

8)      Event logistics, including music, lighting, décor, and obtain permits required for the event.

9)      Money should be spent strategically. Always go back to the intent and the audience.

10)   Post event evaluation.  Look at what worked well, and what the weakness were to improve on for the next Fashion show!!

Does anyone have any others that should be added as a priority, or possibly replaced in my list?

Liana

Fashion Frenzy begins in the Twenties

In my search for a unique fashion article, a thought came to mind about the fashion industry in the 1920’s and 1930’s.  The reason I chose this era, is my grandparents were born in the 1920’s. Since my thoughts always drift to the fashion industry, this led me to the search for fashion history and how it has evolved over the last century.

Fashion in the 1920’s

Women's fashion in 1920’s was the beginning of a liberated, free-spirited woman.  The fashion for these “liberated” women included flappers, short skirts,  and make-up. The flapper style symbolized a youthful and boyish style, as young women were changing the popular curves from earlier generations.  The shorter skirts meant women were now dressing to their heart’s desire, and not to what society felt women’s fashion should be.

Greta Garbo

Louise Brooks

The 1920’s was a social rebellion which was illustrated by women through  fashion.  This article (Flapper magazine), published in June 1922, is titled  Psychology of Knees.  In a humorous way the article announces  “for the first time since civilization began, the world is learning that girls, women , females, maidens and damsels have knees”.   As the skirt hems began to rise, it was understood that exposing a woman's leg would cause a passionate enthusiasm from the male species, which was worth the liberating feeling. 

Fashion icons in the twenties included movie stars like Greta Garbo and Louise Brooks.  Although their style was very different, they both were fashion icons. Greta had a mystery and allure about her, but also feminine. Louise Brooks became one of the most famous fashion icons in the twenties and 20th century. Her hair style became what is known as the bob, and is still a hairstyle today.


Fashion in the 1930's

Fashion in the thirties a more “ladylike” appearance. The dresses with waistline curves were much more feminine and glamorous. Small round hats became popular, which completed the look of the admired and stylish 1930’s woman. The following is an interesting historical article that introduced the fashion era and the Hollywood affect that we still see today. “How Hollywood is ruining a billion dollar industry”.  The article talks about... the way movie stars dressed that became news, and was copied by girls around the world.  Movie stars such as Joan Crawford became fashion icons in the thirties.

I found this information on fashion so very interesting.  I especially like how fashion played a big role in the twenties in liberating women. Does anyone else share my thoughts? Any other interesting historical fashion news?

The 1920's flapper fashion article has been featured on Digg it.

Portebello West

Portebello West is a artisan market located here in Vancouver, brining together local artistists and designers in a creative atmosphere.  They have recently gone through some exciting changes to expand there "society".  Portebello West in now an official non-profit society and this will allow them to work more closey with the city and the art and fashion industry in vancouver.  For the past four years they have been located at the Rocky Mountaineer Station hosting tons of exciting artisan exhibitions, but now are expanding to the Creekside Community Recreation Center at Olympic Village.  This new location will allow them to provide space for over 90 artisans!

This new change and expansion was the perfect opportunity to launch a revised social media campaign, as they did.  They now have there own blog, and have links on there homepage to there new facebook and twitter accounts. Because there pages are fairly new, they do not have many followers or likes.  They have an space for people to leave reviews on there facebook page.  Although there is only one reveiw, it is a very positive one!  How am I going to test the effectiveness of there campaign? Heres how.  Since i have attented a few of there exhibitions, I will write a review on there website, and there facbook page, and connect those to my facebook,and twitter accounts to see how many people like, comment, repost or retweet it.  Since all there pages are connected, it also makes it easier to navigate throughout all the of the information provided by Portebello West, which also makes it easier to get my reveiws through tweets and posts about the comapy out there aswell.       

My Social Media Personality

My Social Media Personaliy is;

Friend: In order to build trust in a relationship, wether it be a personal or buisness, you must be open and honest.  I want to share my personal experiences with you, and share what ive learned.  Being personable and easy to relate to is also important, because why are you going to bother wanting to share what you have to say with someone that you feel you cant relate to.  In the fashion indusrty its important to be able to be able to relate with your customer because they are trusting you to put them in a outfit that fits their personal style and what they ask for. 

Socializer: I am a very social person, Im not afraid to ask questions and express my thoughts and opinions.  Opening my mouth and asking questions has allowed me to obtain more information and gain knowledge many things through my experiences in the fashion industry.

Instyle.com Hollywood Hair Makeover Campaign
This campaign is quite interesting and interactive. The first step is to upload a photo of yourself, the second step is to pick from a variety of the latest hollywood hairstyles and colours.  The final step is to take your final image with your new hair style and send it to your friends via, email, facebook or twitter.  I feel that this is similar to my social media personality because there sharing the information that they have gathered and sharing them with you, then allowing you to distribute the final product with who ever you please.

Transparency in the Fashion Indusrty

Whos sewing your garments? Where are they being made? Clothes are a very intimate part of our every day life, constantly in contact with our bodies and allow us to express our personal style.  Its only natural to wonder where your clothes have been and who was part of the maufacturing of them. Social Media in the Fashion industry has be come more prominant, because consumers are starting to ask these questions. 
It has become very important for high profile brands to develope more tranparency within there buisness. For example, nike was one of the most recognized companies in the 1990's for using sweatshops, but have now become one of the champions of tansparency. 

Made-By.org, is a nonprofit, european based company thats mission is to create improved conditions in enviromental and social aspects. They have recently launched there makover to create a more transparent connections between the producer and the consumer. "We support fashion brands in implementing good environmental and social standards that can be developed and maintained within a commercial environment." They have created tools three tools for there partner brands to help them acheive the goals at hand; the Scorecard System measures, benchmarks and tracks a brand’s progress year-on-year which is published online.  The track and trace system allows the consumer to see where there product originated and all its desitnations untill it reches the consumers hands.  The Blue Label Button, can be sewn onto the garments to show that the brand is working towards improvements throughout the entire collection, by working with Made-By.

http://www.made-by.org/content/

let me introduce myself and my blog!

My name is Liana Pulice, I am 19 years old and have a passion for fashion.  I live in Vancouver bc, where recently fashion has become a daily part of my life.  I was given the opportunity to work for Vancouver fashion week which sparked my love of it.  My expericnces also sparked my intrests in having a career in the industry.   

I love being up to date when it comes to fashion, so i've chosen to blog about current trends, styles and fashion icons.  Your style is important because it makes a statement and its important to have key peices in your wardrobe that you can mix and match into great ensembles for every day and evening.  Fashion icons are also important because they set new and modern trends for us to follow and inspire our own twists too.  Fashion is art, its our every day canvas allowing us to express ourselves and being confident in a fantasitc outfit is always a plus. 

Talk to you soon fellow bloggers! Hope you enjoyed my first post, and i look forward to posting more. :)