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Digital & Fashion
 

Digital & Fashion

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A presentation to fashion students on digital and fashion

A presentation to fashion students on digital and fashion

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    Digital & Fashion Digital & Fashion Presentation Transcript

    • Digital Amplification In the Fashion Industry
      How the World is no longer round…
    • How did we first perceive fashion?
      Cleo, GQ, Monocle, JUICE…
      Friends…
      Television/Movies
      Art & Design
      Architecture
    • Off their backs
      Farm to Farm…
    • Media Channel Explosion
      tv/drtv/itv* - podcasts* - viral*
      print - mobile* - blogs*
      digital media* - teleweb - live events
      radio/satellite radio - email* - sponsorship
      branded content* - direct mail - telematics
      gaming * - DVR* - VOD*
      mp3/iPod* - outdoor - retail POS
      packaging - search* - IM*
      digital video* - collateral - peer-to-peer*
      *Infinite possibility for personalized channels and individual programming
      8
    • Channel Explosion (example – U.S. Market)
      2008
      1985
      DRTV
      DVD
      (H) DTV
      Database
      Digital Cable
      Internet
      Direct Mail
      DBS
      Sync-to-Broadcast
      Cinema
      Beach Advertising
      Coffee Cups
      7 Networks
      12,718 Radio Stations
      12,709 Print Options
      150+ Cable Networks
      500 Digital Channels
      Interactive TV
      Gaming
      Wireless
      Satellite Radio
      Millions of Websites
      Taxi Tops
      3 National Networks
      7,744 Radio Stations
      2,722 Print Options
      4 Outdoor Forms
      9
    • In 20 years, 80% of all media to become digital
      1930’s
      Print
      1940’s
      Radio
      1950’s
      B&W TV
      1960’s
      Cable TV
      1970’s
      Color TV
      1980’s
      Pay Channels/HBO
      1990’s
      Remote
      Control
      VHS
      2000’s
      Satellite
      Delivery
      DVD
      PVR
      Digital
      Cable
      iTV
      VOD
      Internet
      HDTV
      3G
      VOIP
      4G
    • Something Interesting is happening to the landscape
      The power of “word of mouth”
      • Relies on trend followers
      • Publishes real time
      • Mass broadcast across multiple social
      platforms and news feeds
    • How does this affect fashion brands?
    • Nicola Formichetti
      Comme des Garcons
      All of a sudden, everyone knowsfashion!
      Zac
      Posen
    • Defining how to market your fashion brand
      This is some boring SHIT..let’s look at some cool videos instead…
    • Let’s ask the Heidis’
    • How about AdiDassler?
    • What about that poor excuse of bossini in Japan?
    • JayJays Want to See things in 3D…
    • “Rightttt”…said Fred
    • Big Brands can afford to…
      Their intel on culture and what drives fashion gives them a head start
      However are you a follower?
    • Fred Perry
      Do it's own thing… rebel like and just don’t care
    • The Sad Story Of Levi’s
    • www.shirtfight.com
      Married couple of Judd & Marieta
    • http://hipstery.com/
    • http://www.lifesnotfairbutmyknickersare.com/
      All about Fairtrade for Sarah & Julia
    • To Summarize
      Fashion is not how it was marketed back in the day
      Its subjective
      Difference between big brands and independents
      So how do I get out there and use this knowledge in my career?
    • - Social Chatter
      - Advocacy
      - Modification
      - Experimentation
      A Unique
      Offering
      A Story
      Believe
      Philosophy
      Way Of Life
    • Role Play Group Exercise
      You were just given $500,000!
      Yeaaaaaay!
      Now…
      In the most interesting and compelling way. Launch a fashion line that would not need a single mainstream media buy or fashion show.
      Use the tips that were given in this presentation.
      Show me clearly how you would do it with a strategy. Draw it out or just explain the ideas as a group.
      Exercise 1
      Brand Manager, Fashion Designer, Buyer, Retail Manager, Packaging & Design
      Exercise 2
      No Roles
    • Aaron Gomezaaron.gomez@yr.comTwitter: AarGoz
      Presented by