How the Internet is Changing Fashion
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How the Internet is Changing Fashion Gina Grammatica, Intern Digital Integration & Innovation
Transcript of How the Internet is Changing Fashion
How the Internet is Changing FashionGina Grammatica, Intern Digital Integration & Innovation
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Digital mediums are changing the fashion industry
Social Media Fashion Blogs E-tailing
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Fashion before the Internet
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Pre-internet, industry insiders dictated style and trends
Anna Wintour has been editor-in-chief of American Vogue magazine since 1988
• She is considered the single most influential person in fashion
Vogue was the “Fashion Bible” for years, but
perceptions are changing
Source: CBS News
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Today, private citizens impact trends and fashions
Consumers, designers and
retailers have access to a wide breadth of
information
Social media, live video
streaming, international trends and
fashions
The fashion industry is more reactionary
Sellers, designers and
consumers interact with each other
Fashion editors like Anna Wintour are
becoming less influential
Public opinion holds
great importance
Fashion Blogs
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Do you know who she is?
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What are fashion blogs?
Source: LookBook, The Growth of Fashion Blogging
First appeared in 2002
Websites dedicated to coverage of trends and fashions in clothing and accessories
Types of blogs include:• Runway trends• Fashion items • Celebrity fashion• Street Style
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Who is blogging about fashion?
Source: Business of Fashion
Fashion enthusiasts
Writers• Outsiders• Insiders• Aspiring Insiders
Photographers
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Female, aged 18 - 34
$30 - $60K annual income
College graduate
s
Primarily Caucasian,
strong Asian presence
Who reads fashion blogs?
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Blog features, design and layout are photo-centric
Source: thesartorialist.blogspot.com
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Fashion Week 2010
Source: Apparel Search, Oscar de la Renta
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Bloggers and fashion insiders mixed during Fashion Week 2010
Source: NY Magazine
Anna Wintour once said that she “embraces fashion bloggers, as long as they know that Vogue is still better than they are”
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Vogue is changing to keep up
Source: NY Magazine
On September 6, 2010 Ms. Wintour re-launched Vogue.com with “all that [blog and social media] stuff.”
Fashion Bloggers
Social Media in Fashion
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Some fashion houses are embracing social media
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Foursquare: Jimmy Choo’s “Catch-a-Choo” game was successful
Source: Mashable
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Chanel: Shopping Fever
Source: Mashable
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Burberry “Art of the Trench”
E-tailing
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Gilt Groupe: Bringing sample sales to the masses
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Rue La La
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Rent the Runway: “Netflix for Dresses”
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Key takeaways
Listen to what your consumers
are doing and saying online
Social media can have a
place in luxury
marketing
Experimenting with
strategic marketing techniques
can help brands stay
ahead
