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Fashion 2.0
Anna Borsboom – februari 2010
twitter.com/LeLabAmsterdam

Fashion has changed
? Social networking
? Long tail niches
? Blogging
? User generated content
? Technology
? Social shopping
? Crowd sourcing


Suzy Menkes on blogging


Waar te beginnen?

It’s just too much


b2b c2c b2c c2b p2p
? Forums
? Social networks
? Wiki’s
? Weblogs
? Twitter
? Youtube
? Flickr
? Shops
? ...


Social media
? It’s all about conversation


Fashion2.0 - brands become media

American Apparel op Facebook


Social media
Branding door
? Co-creatie
? Crowdsourcing

Community branding
starbucks


Collective fashion consciousness
? www.lookbook.nu
? www.weardrobe.com
? flickr.com


Niches – web’s long tail


Niches
? Designer vintage
? Etsy.com
? Hexsieraden
? Emo fashion


Trendsetters


Trendwatchers


Technology driven
? Augmented reality
Tobi Virtual Dressing Room
? Mobile apps
blackberyy, iPhone, androids
? Fashion week: streaming video
live fashion shows online


Backlash


Forced transparency


? everything is so instantaneous that people are bored
with collections even before they make it to the stores

Gucci
? http://nyti.ms/a3RWJg
? “In terms of investment, the cost of
building and maintaining a web site
equates to just a handful of pages in a
traditional media plan. It is therefore an
extremely efficient investment, given that it
has global reach being Internet based.”


Shopping 2.0
? Traditionele retail bleef achter
? Inhaalslag
? Main stream vs niches
? Social shopping

? Google shopper


Social shopping
? reviews geven
? stemmen op producten
? polls
? merken aanbevelen
? verlanglijstjes maken
? Communities, tribes
? Style guru’s, trides


kaboodle


? Crowd sourcing
http://www.innocentive.com/
? Maatwerk
http://www.spreadshirt.nl/
? Crowd branding


PR


Labels should be their own media now

? PR & marketing vroeger: advertenties &
‘editorials’ in magazines, billboards, tv etc
? PR & marketing nu: dialoog, context, USG,
webcare, tribes&trides, long tail


It’s not about being louder

? It’s about being more
interesting, relevant,
accessible & engaging.


Fashion 2.0
Labels should
– inspire and harness conversations amongst
consumers by giving people something to talk
about
– think like media companies, creating and
publishing editorial content to earn attention
and attract fans who will carry their message
across the internet.


Brands or tribes?
? Brand management
? Tribe management

? We need you to lead us


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Fashion2.0 - brands become media

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