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