101507 Fashion Metanomics Transcript
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101507 Fashion Metanomics Transcript

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Metanomics is a weekly Web-based show on the serious uses of virtual worlds. This transcript is from a past show.

Metanomics is a weekly Web-based show on the serious uses of virtual worlds. This transcript is from a past show.

For this and other videos, visit us at http://metanomics.net.

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  • 1. FASHION! OCTOBER 15, 2007 57 MILES: We do have something rather special for you today. Professor Robert Bloomfield from Cornell University who runs the Metanomics series with us has some great guests, which you will meet in just a couple of seconds. Before I pass you over, I would like to very quickly thank Generali, Kelly Services, The Otherland Group, who are the main sponsors of the island, Sun Microsystems, Saxo Bank, Cisco Systems, and SAP, the partners of Metaversed who make all of this stuff possible. Without them, we couldn’t do it. It’s as simple as that. On your way out you can see them as you go out of the back gate there and into the business center. Without further ado I will hand you over to Robert Bloomfield, who will introduce his guests for today. ROBERT BLOOMFIELD: Thanks a lot, Nick. So welcome, everyone, to another episode of Metanomics and today, instead of just having one guest, we’ve got three. We’ve got Raven Pennyfeather, who is the creator of House RFYER Fashions, and you just saw her models strutting their stuff a few minutes ago. She has a fashion business entirely within Second Life, someone I call an immersionist because she is just creating a business within Second Life and that’s pretty much what the business does, is become part of the Second Life economy. Nyla Cheeky has a real-life fashion house, House of Nyla, way up in western Canada in Vancouver, and she is someone I would call an aggregationist. She’s got a real business
  • 2. outside Second Life and then is using Second Life to augment what she’s doing. Finally, we’ve got Jack Meyers, who actually made his start in TV, and is a very well-known commentator and consultant on marketing, and is the author of Virtual Worlds: Rewiring Your Emotional Future. He will be talking about what the two ladies on our panel are doing and his take on fashion marketing and emotion in Second Life. So before we go on, I do want to thank the people who are making it possible for the world not in Second Life to see what we are doing. That’s the Second Life cable network, SLCN.TV, and you can always see our shows live on SLCN.TV and also see them after the fact. Okay. Without further ado, let’s start with Raven. Hi, Raven. RAVEN PENNYFEATHER: Good afternoon. ROBERT BLOOMFIELD: So I understand your career, before you got into Second Life fashion, had very little to do with fashion. Can you just give us a sense of who you are and what brought you into this business and what you’re doing now? RAVEN PENNYFEATHER: Yes, certainly. My background has been in residential lending, with an emphasis in compliance and software development. I have also run a parallel career as a freelance artist, and I was able to obtain also a degree in graphic design here in my area, and began my wonderful experience in Second Life starting in September of 2004. So I’ve been here almost three years now, so again, my background is kind of diverse and eclectic. I think that a lot of what I’ve done has been able to be applicable to what I’m doing here in-world.
  • 3. ROBERT BLOOMFIELD: So is this a full-time job for you now? RAVEN P0ENNYFEATHER: Yes. As of January of this year I was able to take the step and be involved in Second Life and my business here on a full-time basis. So at that point it was able to support me, and I wanted to see how far I could take it. ROBERT BLOOMFIELD: Congratulations. I’ve been reading this book on networks and the power of these new media by lawyer, Yochai Bankler, and one of the things that he talks about, from an economic point of view, is that technologies like Second Life so dramatically lower the entry costs into businesses like this that people can just quit their jobs and are able to sustain themselves without having a huge market, huge revenue stream, because you don’t have the factories and you don’t have to deal with the enormous tons of fabric that you would need in a normal business. I’m hoping you can talk a little bit about the differences between the RL and the SL fashion industry, Real Life and Second Life. And the most obvious is you don’t really have factories and you don’t have fabric. Can you just sort of walk us through the logistics from the beginning--you know, like you conceive of an idea--all the way to getting your product to the customers in Second Life. What’s involved? RAVEN PENNYFEATHER: Certainly. Well, again, our designs kind of fit into a niche product right now. I specialize in period and gothic historical type of costuming in addition to kind of melding that with a modern style. Basically, what you’re looking at is starting from
  • 4. sketching of proofs, designing of different items, pulling them into various graphical programs such as PhotoShop, which is what I do primarily. From that point you’re developing the various outfits, and those can range from as little as maybe four to five hours and, on average, most of my designs have at least 20-plus hours of work into them. These graphical files are then imported into Second Life--and again, these are all created off of templates. From that point-- ROBERT BLOOMFIELD: Raven, if I can just interrupt. When you say a design takes you that long--I know I went into a store and saw some of your stuff and you would sell the entire outfit; it would be shoes and stockings and everything, so you’re talking about that many hours just for the shoes? RAVEN PENNYFEATHER: No, actually, that is probably in total. That has to do with the development of the template graphical files and in-world prim clothing objects that have to be modeled. So I would say that would encompass a total outfit. ROBERT BLOOMFIELD: Okay. My understanding is once you make an outfit once it’s basically costless to keep reproducing the identical thing. Is that right? RAVEN PENNYFEATHER: Exactly. That’s correct, yes. ROBERT BLOOMFIELD: Now what about if you’re going to make something--you know, you’ve made a dress and you’re thinking of making a somewhat different dress, are you doing this more and more quickly because you’re using old templates every time?
  • 5. RAVEN PENNYFEATHER: Again, I try to stay away from what we call “recycling.” The designs that I make, for the most part, are from the get-go. So if there’s prim attachments, they’re remade. The templates that I do have--I mean, these are all unique designs. Everybody has a different approach. My approach is to create the actual fabrics from scratch and import those into the templates. So my approach is maybe different from another designer’s, but that’s a particular way that I do it. ROBERT BLOOMFIELD: Okay. Let’s talk a little bit about marketing. So you’ve got your designs; you’ve spent those—whatever, five to 20 hours or so, and now you’ve got to get it to the customer. How does that work? RAVEN PENNYFEATHER: Okay. Typically, when I start I will package the outfit. By “packaging,” that is a process that we follow to get everything into a folder and then ultimately into what we call a prim panel. Now, again, different approaches here. Some people use scripted vendors. I use the Second Life technology of a prim that can be set for sale. From that point-- ROBERT BLOOMFIELD: Can you just explain what those are, the scripted vendor? RAVEN PENNYFEATHER: There are some vendors available out there, and it’s basically a prim item that has a computer script that allows for a sales transaction to take place. And again, there’s so many different types, you know, just from a high level. Again, basically it performs the function of distributing the item to the customer. So the customer interacts with
  • 6. this vending machine. Somewhat similar to kind of like an ATM. I believe that was something that you had mentioned. Okay. The difference between what I use in a prim item versus a prim vendor is there’s no scripts in mine, other than what Second Life places into them. These other vendors have scripts in them that are developed by different programmers outside Second Life. So with that in mind, once that is loaded then I begin my distribution to my 111 locations throughout Second Life, and the process is a little bit more cumbersome for someone like me, but I find it more to my advantage because there’s so many changes in the Second Life programming languages that a lot of times there are additional issues that can go wrong with a scripted vendor, and it becomes a customer service nightmare. So again, everybody has a different outlook and a different approach, but I’ve found this one to serve my group the best and with the least amount of customer issues. ROBERT BLOOMFIELD: Okay. And then you said you have 111 locations-- RAVEN PENNYFEATHER: Yes. ROBERT BLOOMFIELD: --all around Second Life. So how do you choose those? Do you try to be next to the Goth clubs or something like that? RAVEN PENNYFEATHER: Well, again, sure we want to target our audience. And yes we do look at Goth clubs, but we don’t look specifically at Goth clubs. Again, my design line is fairly eclectic so it can fit into a lot different types of areas. What do we look for? Again,
  • 7. traffic is always a consideration and we’re looking at real versus artificial traffic. Some places have different devices that will drive the traffic level up. We try to ensure that there are just some kinds of basic things that have to be in place. You know, are we looking at experienced versus inexperienced players? These are just some of the factors that we look at when we’re scouting a location. A lot of times what happens, too, is you get a lot of invitations. People become familiar with your work and they open up a mall location, and they invite you to join them. In some cases we act on that immediately. Again, it’s first-come, first-served in that situation, so we try to respond quickly to those invitations and get us out there, and then monitor them for performance. ROBERT BLOOMFIELD: Now, which way does the money flow? You obviously want an outlet, but they also want to be a store that has a lot of variety. So who’s paying who when you start up a new location? RAVEN PENNYFEATHER: Well, typically we are paying them to rent a space. In turn for that rental we look to see from them what kind of advertising they’re going to do. And usually this is all spelled on a note card from the party that you’re renting from. In terms of performance, we pay X amount on a weekly basis--and again, some places will ask you to rent a minimum of one week, some places will ask you to rent a minimum of four weeks. ROBERT BLOOMFIELD: What’s the typical rental amount? RAVEN PENNYFEATHER: Average rental amount, right now it’s running at about $10 per
  • 8. print, per item that you place in their stores. ROBERT BLOOMFIELD: Per week? RAVEN PENNYFEATHER: That’s correct, mm-hmm. ROBERT BLOOMFIELD: Ten dollars a week. Okay. RAVEN PENNYFEATHER: Ten Lindens. ROBERT BLOOMFIELD: Oh, oh. Excuse me. Ten Lindens. RAVEN PENNYFEATHER: Yes. ROBERT BLOOMFIELD: That’s a rather different thing. I was thinking they that was quite a bit of traffic if you’re just going to be giving them $10 an object a week. RAVEN PENNYFEATHER: No. ROBERT BLOOMFIELD: Okay. Let’s bring Nyla into the conversation. So Nyla, you’re really in a pretty different position here because I assume your primary business, in your mind, is your real-life fashion business? NYLA CHEEKY: Hello. Yes, that is correct.
  • 9. ROBERT BLOOMFIELD: So can you just tell us a little bit about what type of products you’re making; what your audience is in real life? NYLA CHEEKY: In real life I create a lot of one-of-a-kind pieces for my particular client who comes to see me often via my web site or word of mouth, so bringing my items into Second Life is generating me a larger audience. ROBERT BLOOMFIELD: And just so everyone knows your web site is HouseofNyla.com. I believe I have that right. And that’s N-y-l-a. Oh, I see you even have it over your head in Second Life. So I seem to remember when we chatted a while ago you were talking about some fairly high-profile clients. And your dresses are very expensive, right? NYLA CHEEKY: Well, they’re all handmade, hand-beaded couture for the individual person made to fit their exact measurements. Yeah, they are pricey dresses, but Second Life allows me to bring those items in for people to see and experience that might not have the opportunity. ROBERT BLOOMFIELD: Okay. And so I know that you’ve gotten a fair bit of publicity through your Second Life work. You’ve gotten in some major fashion magazines. I think one of the European versions of Vogue and so on. And that’s got to be a kick.
  • 10. NYLA CHEEKY: Yeah. It’s been excellent. For a real-life designer to build their name and their brand is quite difficult, and it’s a lengthy process. Second Life can and will speed that up for people like me. ROBERT BLOOMFIELD: And so have you had anyone actually say, “Oh, well, can I come into Second Life and see some of your fashions?” I mean, has it lead yet to real business? NYLA CHEEKY: Through Second Life it has lead to real business. I have made some real- life sales through Second Life, but I haven’t had it work the other way yet. I have just recently added it to my web site, HouseofNyla.com, and look forward to generating traffic in that direction as well. It is a new tool for me so I’m learning it as I go. ROBERT BLOOMFIELD: And since you’re primarily in real-life fashion and then you see all this Second Life fashion around you, what’s your impression of some of the big differences and similarities? NYLA CHEEKY: Well, the differences are that you cannot touch the fabric, be with it, work with it. The similarities are the way it lays on the body, the fits, the cuts, the styles. It’s an excellent tool for anybody learning or who desires to get into fashion design. It can really work both ways. As for Raven, she could build out of this and create a real-life label. For me, it can garner me press and recognition to build my real-life label. ROBERT BLOOMFIELD: So Raven, any thoughts along those lines?
  • 11. RAVEN PENNYFEATHER: Well, of course we’re always interested in expanding our markets and seeing what’s out there, and that’s part of the whole philosophy and why I took the plunge into this, just to see how far we can take this and what avenues we can ______. So it’s very exciting. Very, very enjoyable process. ROBERT BLOOMFIELD: Yeah, well, I’ve been contacted by some people in real-life fashions, so who knows. They may see this show and give you a call, so I would love to know something good came out of this episode. So let’s see. So Jack-- JACK MEYERS: Yes. Hi. ROBERT BLOOMFIELD: Sort of the last here--on the left here on the Media Blessed is Jack Meyers, and so you’re really primarily coming from a real-world marketing perspective and, in particular, you’ve been pushing a certain philosophy or approach to marketing, which is making this emotional connection. So I’m wondering if you can just talk a little about that in general, and then apply it to what you’re seeing in the Second Life fashion industry? JACK MEYERS: Well, thank you, and my congratulations to everyone. I’m not as versed or expert in Second Life or virtual worlds as you folks are, and my background and experience comes from really tracking media industry trends, advertising and marketing industry trends and reporting on them. And I’ve become increasingly convinced that in the long term, virtual worlds and Second Life are going to have a significant impact on overall marketing and how media companies and marketers communicate with people, and I think that’s more because of what’s happening in sites like Gia and Club Penguin and Webkinz, Neopets, some of the
  • 12. worlds that have been created for the under-10 generation. And I think all of us who are in Second Life and spending time here realizes it changes the way we think about communications, the way we practice and in many ways the way we make decisions. I think we’ve all been trained for generations to act intellectually first, and we’ve learned somewhat, especially in business, to repress our heart and our gut, our emotional sensitivities. We’re told to think before we act, and we’re challenged when we act emotionally with our heart or with our gut. And I think what we’re learning and what younger generations are learning is that the heart and the gut, the emotions can take, if not precedence, certainly equal footing with the intellect, and that changes how marketers are going to have to respond to the opportunities that exist in Second Life, and I think it’s why people like Nyla and Raven can have successful businesses, because they’re marketing themselves with a Second Life sensitivity as opposed to a physical world sensitivity and experience. ROBERT BLOOMFIELD: Yeah. I mean, it strikes me that when you talk about the heart and the gut, fashion is really--of all the businesses in Second Life--really seems to be tapping into that most directly. I know you look around at the beautiful avatars, and it’s hard to remember that it’s just a cartoon and it’s not a beautiful woman. And I know that a number of people who are doing research are finding, from a rigorous point of view, that people are first reacting to the beauty, to the look, and only then does the intellect kick in and-- JACK MEYERS: One of the points I make in my book is that I don’t use the word “real”
  • 13. versus “in-life” or “virtual”; I consider this experience to be as real in our day-to-day lives as any other. For those of us who are here, this is a real experience; it’s not imagined. And while we may take on other personalities or other approaches, I think one of the lessons for the fashion industry is that the traditional brands cannot just come into--thank you Sten Bag(?). ROBERT BLOOMFIELD: Yes, I see you’re getting kudos for what you just said, and I apologize deeply to anyone I may have offended. JACK MEYERS: But I think for the fashion industry it’s particularly noteworthy that the traditional designers, whether it’s Ralph Lauren or Calvin Klein or any of the newer designers, can’t simply take their existing brands and expect to be successful in a Second Life business model. I think that they really have to adapt to the sensibilities and the sensitivities, and I think they have to discard their intellectual business processes and their experiences in coming in and really start from scratch. And in many ways I think the traditional brands are operating at a disadvantage. And that’s why I think it’s so critically important to really understand the implications and what all of us and all of you in the audience really gain from this experience and what it means to us emotionally. And I think the dangerous part or the interesting part is that I think if we start studying it and we start trying to quantify it, then we work at counter purposes to what it’s all about. If we try to intellectualize this process, I think we disrupt what Second Life and virtual worlds are really all about, which is empowering the emotions to have their voice.
  • 14. ROBERT BLOOMFIELD: Yeah. So that brings up a question that I was hoping to ask Raven. The look of your line is fairly counter-culture, and I’m wondering if that affects the type of marketing that you do because I think you might say that a lot of Second Life is counter-culture, so are you trying to do things along the lines of viral marketing or just being very cautious about not seeming too conventional? RAVEN PENNYFEATHER: Again, I really just wanted to make the comment also about the emotional aspect of designing here and how transformative this medium is. In terms of my designs, simply put, this is what I love to do. Okay? These are the styles that I have always loved for many years. So it’s a realization of that. My tastes are very eclectic-- ROBERT BLOOMFIELD: A Goth mortgage officer; is that-- RAVEN PENNYFEATHER: Probably more aptly put would be a kind of slightly Bohemian mortgage compliance officer/software developer. Again, my ideas, my concepts, my designs, don’t fit neatly into any one particular camp, but I am getting a lot of attention with certain sectors within Second Life. And yes, I do market to those sectors, but we are constantly evolving, constantly changing, and looking to broaden our markets in here, and along with the branding. So I don’t know if that answers your question. ROBERT BLOOMFIELD: Well, that does. I might press you a bit on that. So without losing our PG status on the sim, can you tell us one, a little about the sectors that you’re referring to, and then two, how is that you market to them?
  • 15. RAVEN PENNYFEATHER: Well, again, there’s a number of different markets. For one, of course there’s the Gothic group and their various sims, also the role playing group. Again, that encompasses action heroes, that encompasses darker esthetics within those role playing. Also, we have historical sims, sims that are Medieval-based or Renaissance-based, and we do fairly well there as well. And even in some more mainstream type of couture areas, which we’re branching out into now that we’re getting some real positive feedback. ROBERT BLOOMFIELD: Okay. And so when you say you market to these groups, this is about prim outlet placement? RAVEN PENNYFEATHER: Yes, it’s about placement. It’s also about assisting certain sim owners with different events, participating in those events, lending our creativity and our input into them, and drawing more attention to not only their sim, but our brand as well. ROBERT BLOOMFIELD: Okay. Let’s see. Raven, I wanted to talk a little more about marketing, and I apologize that I am in fact an accountant, and so I’m really interested in data, and in fact one of the fascinating things about doing business in Second Life is that every transaction with anyone is going to be recorded. So are you collecting a database that helps you with marketing decisions? RAVEN PENNYFEATHER: Oh, yes. Very much so. We have been compiling our marketing data now for about two and a half years, and of course with managing the amount of stores that we do, we want to make sure that there are sales there. So we are running various reports. We’re kind of on a home-grown system, and we’re looking to expand that and
  • 16. develop something a little bit more intricate in the way of a database that might help us with that process and maybe even help other business owners within Second Life. So that’s kind of brand-new. We’ve just begun that. ROBERT BLOOMFIELD: I’m not that familiar with the nuts and bolts so, what, every time someone goes to a prim and clicks on one of your products to buy it, you get a report from Second Life on who that was, when it was, where it was-- RAVEN PENNYFEATHER: Sure do. ROBERT BLOOMFIELD: --what they got, how much they paid, all of that stuff, isn’t that so? RAVEN PENNYFEATHER: Well, you do kind of get a transaction if you go to--anyone who has a Second Life account can go into transaction details and it will give you the date and it will give you the time, it will show you the amount, it will show you the description the individual vendor or seller is responsible for completing, telling you what you’re purchasing, and it will show the type of transaction that it was. There’s a dropdown menu whether it was an object sale, etcetera. And this is stored on Second Life’s account information. You have about 30 days worth of historical data, and you do have the ability to view it online and download in whatever format you like, whether it’s an Excel format or a CSV format. You can retain that information. ROBERT BLOOMFIELD: Mm-hmm. Okay. So you just need to find yourself someone who’s really good with databases. You must have a lot of data you can play around with,
  • 17. two and a half years of all that stuff. RAVEN PENNYFEATHER: Yeah, it’s quite a bit. We’ve got a really great group that’s working on the project now, so I’m really looking forward to seeing what we’re able to develop. ROBERT BLOOMFIELD: Mm-hmm. Okay. And so Nyla, I imagine your strategy is somewhat different, and in-world you have a smaller operation. Can you talk about-- NYLA CHEEKY: Yeah, it is quite a bit different than Raven’s. I have branched out a small amount, but I am really sticking to one location because it really is a virtual extension of my real-life work. Spreading out throughout Second Life isn’t really my main goal but to create a voice for what I do in real life. ROBERT BLOOMFIELD: Mm-hmm. People talk about the power of networks and meeting people in places like Second Life. Are you spending a lot of time sort of schmoozing? NYLA CHEEKY: Yes, and I also have set up profiles, SLME and SLPROFILES which have also developed large group lists, so that when I have new products I can contact them, send a note, images and messages on what is latest and greatest. ROBERT BLOOMFIELD: And you mean new RL or new SL products? NYLA CHEEKY: New SL products as of now but, within the next few weeks, I am going to start implementing real-life products. I’m going to be creating a one-of-a-kind item, and then
  • 18. I will create a Second Life version then I’ll have the one of item up for sale to all of the ladies in my group, so that one person can own the piece and then the other ladies in Second Life can enjoy the virtual item. So it’s a tool for me to develop and use, to understand. From week-to-week I get ideas about how it can better me, how I can use it, and the future just keeps developing. ROBERT BLOOMFIELD: Interesting. So that brings up a couple questions when you’re talking about the uniqueness of your real life items. I’m trying to put a bunch of different pieces together in my head. One is I know women get very upset when they show up to a party and someone else is wearing the same thing they are, and then I combine that with the fact that, in Second Life once you’ve made one item, then you can sell any number of them, and it doesn’t cost you anymore. So no doubt there’s a bit of an incentive to do that. So I’m wondering are you controlling how much of a single dress gets out there? NYLA CHEEKY: No, I’m not, because I’m giving women the opportunity that wouldn’t have the chance the purchase a dress for $2,500 to $5,000 the opportunity to wear a fantasy, and that’s the niche that I believe I play in Second Life. ROBERT BLOOMFIELD: And Raven, how about you? RAVEN PENNYFEATHER: Another interesting comment that I would like to make is so often you will see individual participants here in Second Life mix and match. You’ll see them wear, maybe, three or four different designers, and that also helps lend for a sense of unique identity with the individual person that they do this. Many times I have seen maybe
  • 19. my blouse and someone else’s prim attachments and so on, so it’s interesting how the fashions are used in here. ROBERT BLOOMFIELD: Well, and--go ahead. Nyla? NYLA CHEEKY: I think as designers that gives us the opportunity to see our work in different ways. Like Raven just mentioned seeing her blouse with different prim attachments can give her the new design in her imagination, “Oh, wow, that looks good.” RAVEN PENNYFEATHER: Exactly. Yes. Exactly. Very much so. NYLA CHEEKY: For me as well. ROBERT BLOOMFIELD: Well, I admit I let other people choose my clothes, and I wear basically the same thing every day except today, for the fashion occasion, I put on a tux, which someone else chooses for me. JACK MEYERS: Well, I think I need Nyla and Raven to help me become more of a Second Life fashion maven. RAVEN PENNYFEATHER: We’ll be more than happy to. ROBERT BLOOMFIELD: So I have a question Media--Jack, I have a question for you, and it comes from Safrosini Stenvag(?) and it actually touches also on this issue that the
  • 20. consumers have more power in a place like Second Life, that they can play around, mix and match, in some cases modify design. And this is a question about--so you and other people have argued that virtual worlds discourage the whole producer/consumer model of entertainment. And then before broadcast we had more of a peer-to-peer entertainment model, you know, people getting together in their salons and entertaining one another. And so the question is, “Do you think we’re going to be looking back to that, or are we spiraling around and doing something new?” JACK MEYERS: It’s a really great question, and I think if you take kind of the best of the 18th century and 19th century pre-industrial age, when we were in local communities where we knew each other, where people had a real relationship and where there was less anonymity before it was a mass culture of kind of one too many. Then throughout the 1900s and into the 21st Century, it’s all been a focus on communicating with mass marketing, mass merchandising, mass media, and now we’re kind of returning back to that I call the "relationship age." We’re returning back to that period of time when we really built interpersonal relationships. And whether they’re in a virtual world, Second Life, or in a Facebook or a MySpace, or whether they’re in local meet-up communities, I think we’re returning to a point where we need that interpersonal relationship, and the fact that we’ve now created a model where that can happen online I think still represents a return to a very one-to-one interpersonal time when relationships with each other, and one-to-one relationships, whether it’s fashion designers or other types of marketers, to their customers, are going to be at the preeminent- -
  • 21. RAVEN PENNYFEATHER: If I can just interject one moment here. ROBERT BLOOMFIELD: Yes, please do. RAVEN PENNYFEATHER: This is Raven. I’d like to add to that because this has been the most incredible experience of having the opportunity to meet so many creative people in such a small virtual space. There is no outlet for that. I mean, there are some here where I live, but not to the degree and the synergy between the different artists I’ve experienced here has been incredibly rewarding, so I just wanted to add that. Thanks. ROBERT BLOOMFIELD: Yup. Is there-- NYLA CHEEKY: I would also like to add a little. ROBERT BLOOMFIELD: Oh, go ahead, Nyla. NYLA CHEEKY: I would have to agree 100 percent with Media. Big companies, the reason that they will have a hard time in Second Life is because they don’t have the time, nor the person like me or Raven, to communicate with our buyer. Just like he said, it is coming back to the time where it’s you and I and how we connect and what we build from that. It’s not major companies where it is product and consumer. It is going back, like he said. I would just like to agree with that.
  • 22. ROBERT BLOOMFIELD: Yeah. So do you two see opportunities--I mean, when we talk about this peer-to-peer model and the collaborative model, almost like a Wikipedia, do you see a way to get a Wikipedia model of fashion, or is it really going to come down primarily to people like you who are spending the time to make things that others are going to buy? NYLA CHEEKY: I think that and also an evolution of the relationship between me and my buyer, and how they will help me or guide me to the things that they enjoy about my work so that I can go into those areas of my work and explore them and in some ways, give my customer really what they’re looking for. RAVEN PENNYFEATHER: Agreed. I’ve gotten some excellent feedback from my customers, and it is all about the relationship and cultivating and nurturing that relationship. ROBERT BLOOMFIELD: Yeah. Wonderful. Well, I think we’re just about out of time, and I’d like to thank all of our panelists. We’ve got Raven Pennyfeather, who runs House of RFYER Fashions, and gave us a show beforehand. Thank you, Raven, even though you had to do it without music. Nyla Cheeky, House of Nyla, real-life fashions, now augmenting that business with a Second Life presence. And Media Blessed, also Jack Meyers. He’s got a website, JackMeyers.com, and I think we’re probably going to have Jack on later to talk specifically about some of the media issues that are creeping up, not just in Second Life, but also in a lot of other worlds. And let me just take a moment to remind everyone that this show, Metanomics, although right now taking place in Second Life, really is a Metaversed-wide show, and we are working
  • 23. quickly to try to get this into as many other worlds as we can, and to cover other worlds, so there’s a lot of media in--for example, there and Laguna Beach, MTV’s been doing a lot and as Jack mentioned, there are these kids worlds that are huge. Frolic Mills has started up a magazine, The Best of SL, and so while you’re all filtering out, you can go to a kiosk that he’s setting up--I see it’s up here behind our chairs, and you can click on that to get this new magazine which covers The Best of Second Life, so take a look at that. A final shoutout to all of our sponsors: SAP, SUN, Saxo Bank, Kelly, Generali Group, and let’s see, I guess Cisco has helped us out as well and of course, my institution, the Johnson Graduate School of Management here at Cornell University. If anyone is interested in an MBA or a PhD, feel free to contact me. Let’s see. I guess we are just about out of time. So thank you again everyone for showing up. Remember, you can see this live on Second Life cable network, SLCN.TV and you can also see the archives on SLCN.TV. This is Beyers Sellers/Rob Bloomfield signing off. Thanks a lot. JACK MEYERS: Thank you. [END OF AUDIO] Document: unproofed_cor2006.doc Transcribed by: http://www.hiredhand.coms Second Life Avatar: Transcriptionist Writer