Category Archives: New York

9 Tips from Fashion Tech Experts on Driving Sales through Social Media

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Earlier this month, Social Media Examiner’s podcast talked about how to determine your ROI. Nichole Kelly, author of How to Measure Social Media and the CEO of Social Media Explorer and SME Digital explained that there is an issue with measuring ROI in terms of ‘return on influence’ or ‘return on engagement because ultimately ROI is defined by a financial return.

So instead of measuring number of likes and retweets, Kelly recommends measuring social media like pay-per-click advertising and determining the simple cost per click on web traffic being directed back to the site from social. This concept is especially useful when you’re convincing a numbers-focused client or C-level executive to invest in social.

With this in mind, we were curious to see how the leaders in the fashion industry tackle this ROI mystery – so we joined Third Wave Fashion’s #FashionTech #SMW13conversation during Social Media Week.

Moderated by Third Wave Fashion founder Liza Kindred, the A-list panel of fashion marketing experts included:

We’ve rounded up the top 9 tips from the Third Wave Fashion panelists for you:

1. Research and find analytics tools that fit your needs and budget, and stick with them for at least six months to understand if the tools is the right fit

2. Aside from Google Analytics, try Curalate to track Pinterest and Instagram analytics, as well as Sprout Social for Social Media Management

3. Go outside the industry for inspiration. A few of the panelist’s favorites include Oreos, Skittles, and Taco Bell.

4. Use the same hashtags (make them Evergreen) from successful campaigns so they become quintessential to the brand. For example, even after Bergdorf’s #BGWindows Instagram Challenge concluded, fans continue to use the hashtag

5. Pinterest and Facebook win for driving sales for brands. Pinterest sells because users pin with the intent of getting inspired and potentially shopping. Facebook sells simply because it’s well ahead of the curve in terms of metrics and ad targeting.

6. Organic success on Facebook is all about understanding and staying up to date on the algorithm that dictates which posts are seen. At the moment, Facebook photos albums and posts without links are more engaging than posts with links or single images.

7. Allow for spontaneity. Off the cuff posts that remain true to the brand are often the most successful

8. When in doubt, panelists agree that content around shoes, puppies, liquor, beauty, the President, or wishing a popular celeb Happy Birthday are recipes for getting fans “talking about you,” particularly on Facebook

9. So what about Vine? It’s about taking offline, online.  The panelists were particularly impressed with Vine user, Pinot. Think of Vine as visually authentic, whereas Instagram glorifies a moment.

For more insider tips, find the full recap of the Third Wave Fashion panel here!

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{Go} Fashion Collab

Calling all indie designers, mark your calendars for Fashion Collab next Monday! This one-day digital marketing workshop is specially tailored to the independent design community. Fashion Collab founders Nicole Giordano and Jim Powell of StartUp FASHION along with Jessica Quillin and Krista Peck of Atelier 36 have teamed up to answer specific questions that truly apply to the indie space.

The event is being held at Studio Arte in New York City’s Garment District on October 22nd, 2012 from 9 a.m. – 5 p.m. Follow the conversation on Twitter @FashCollab and use hashtag #FCNYC.

For more reasons to attend, plus a special 15% off code – head over to PR Couture!

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{Recap} How Finnnish Fashion Brand Ivana Helsinki Took Advantage of Fashion’s Night Out

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As fashion publicists, we live for the pure excitement and (organized) chaos that is New York Fashion Week. Coinciding with NYFW is Fashion’s Night Out, an after hours shopping extravaganza conceptualized by Vogue to celebrate retailers, shoppers and ultimately bolster the local shopping economy. From Manhattan to Milan, San Diego to Australia, Fashion’s Night Out celebrated it’s fourth glorious year this September. With stores in over 500 cities nationwide, FNO was bigger and better than ever before. 

The enthusiasm and excitement around FNO poses opportunities for brilliant collaborations – and Bollare client, cult Finnish fashion brand Ivana Helsinki took full advantage this year. Ivana Helsinki is an independent Finnish fashion, art and cinema brand recognized for uniquely feminine Finnish hand knits and original print designs, Ivana Helsinki pieces are manufactured in Europe. In addition to multiple stores in Finland, the brand also has a NYC flagship store.

Drawing in Shoppers

Earlier this year Ivana Helsinki partnered up with natural bath and body line, LaLicious, to design the packaging for their limited edition Sugar Kiss Super Scrub, the packaging of which was inspired by Ivana Helsinki’s Dolly dress. Building upon this brand collaboration, Ivana Helsinki invited LaLicious spa therapists to perform luxurious hand massages during FNO.

Capitalizing on the attention around FNO, Ivana Helsinki hosted an evening complete with libations, massages and shopping at their SoHo location on 251 Elizabeth Street. The brand invited shoppers to take refuge from the FNO mayhem in a cool SoHo boutique just steps from the crowded Broadway.

For shoppers with hands full of shopping bags on Fashion’s Night Out, complimentary hand massages were a huge lure. Additionally, Ivana Helsinki teamed up with Seychelles, their in-store shoe boutique, to drive both sales and excitement. The first 50 shoppers to purchase Ivana Helsinki, Seychelles or LaLicious merchandise on FNO received a free LaLicious Sugar Kiss Body Butter and swag from Ivana Helsinki.

Runway Show

Simultaneously, over at Pier 57, Ivana Helsinki debuted their new Spring/Summer 2013 collection, Mourning Sun Motel, with a jammed-pack New York Fashion Week Runway show. The collection, which features the brand’s signature exaggerated silhouettes and eye-catching prints, is based on a film shot by designer Paola Suhonen in Finland during the Summer of 2012. The short 3D film, centered around guests at an old motel in midsummer during a time when all might be ending, preceded the runway show.

A distinct ethereal feeling pervaded throughout the collection with key looks including dramatic floral print dresses, light summer jackets, coats with extravagant shoulders, and the brand’s signature graphic tees.

Nicoletta Reggio and Camilla Santuti

Notable attendees included: Camilla Santuti, Bethany Struble, Katy Atlas, Juley Le, Maria Morales, Stephanie Liu, Chanelle Laurence, Nicoletta Reggio, Cappie Pondexter, Erika Spring, Ryan Serhant and Devorah Rose.

Hosting a fashion show on the same night as FNO was fabulous although somewhat competitive for attendance. Commencing fashion week efforts on a night with such contagious energy, as FNO posses, set a tone for our show with Ivana Helsinki that both the designer and attendees thrived on!’ – Alle Fister, Principal, Bollare Communications

After-Party, of course!

The show was brilliant – on brand attendees, engaged in the visual display of artistic fashion. We were able to then translate this enthusiasm and energy to the Ivana Helsinki flagship boutique, where we hosted a consumer driven evening which celebrated a collaboration the Ivana Helsinki team did with like-minded beauty brand, Lalicious, fusing fashion and beauty aficionados! Overall, an A+ evening! – Alle Fister, Principal, Bollare Communications

Taking full advantage of the after hours shopping extravaganza, Ivana Helsinki successfully drove attendees from the fashion week show to mix and mingle at the Ivana Helsinki Concept Store on 251 Elizabeth Street. The after party was complete with beats by DJ Erika Spring and a performance by Alexa Wilding.

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{Go} #IFBCON 2012

#IFBCON Schedule & Panel Line-up:

Really look forward to this year’s new venue and introduction of breakout sessions. Here’s my recap on PR Couture from the last IFBCON.

September 4: Day 1

Panel 1: The Future of Fashion, Moderated by Lauren Indvik of Mashable
With industry experts and leading trendspotters, this panel aims to discuss where the fashion industry is headed and what fashion trends will infiltrate the blogging world.

Panel 2: The Business Behind Blogging
When should you hire an agent? What should you be aware of before entering into those negotiations? This panel will be the ultimate resource for all bloggers looking to grow professionally and whether taking the big step for representation is the right move.

Panel 3: How to Make Friends and Win Readers, Moderated by Sade Strehlke from Icon Concierge
In today’s growing blogging industry, the key to becoming more successful is through your relationships and networks. This panel will offer tips and insights from industry professionals on how to grow your readership in an organic, authentic way.

September 5: Day 2

Keynote: Founder and CEO of IMAN Cosmetics, Iman Abdulmajid

Panel 4: The New Entrepreneur brought to you by Rakuten Linkshare 
On the cover of every magazine and in featured advertising campaigns is the new model/entrepreneur: the blogger. Blogging’s most successful entrepreneurs and industry experts share their experiences overcoming challenges, growing their personal brand and long-term business tips for all bloggers, new and old.

Panel 5: Journalism vs. Blogging
Ethics, credibility and more are at the heart of this panel which will delve into the differences, similarities, and the increasingly gray area between the two industries. Industry leaders will share their insight, showing how bloggers can become better writers and publishers while top bloggers will discuss how they became trusted leaders in the industry, offering tips for the entire audience.

Panel 6: Bringing Bravery Back to Blogging, Moderated by Nicolette Mason
Remember the days when blogging used to be about original content and taking a stance without having to worry what everyone would say? We’re fighting to revolutionize the community, and talking to the leaders who bring individuality back to the forefront. This panel will talk about the evolution of blogging, how it has affected the community and why bravery is making a comeback.



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{Recap}: Fashion GPS Conversation Series on Tech and Fashion Week

Fashion GPS launched a new Fashion GPS Conversation Series, where they’ll be hosting a series of events to bring the fashion community together in new ways. Panelists will consist of fashion leaders who are navigating the vast changes going on in the industry. I covered the Fashion GPS app on PR Couture last fashion week so I was thrilled to connect with the brand further.

The first event of the #FGPSconvo kicked off with a cocktail hour and panel discussion on Technology and Fashion Week, featuring fashion insiders:

Peter Levy – SVP, Managing Director IMG Fashion Events & Properties

Jenne Lombardo – Co-Founder, Made Fashion Week | @JenneLombardo

Rachna Shah – Senior Vice President, KCD Worldwide | @KCDWorldwide

Dirk Standen – Editor-in-Chief, | @StyleDotCom

Fern Mallis, formerly the Executive Director of the Council of Fashion Designers of America (CFDA) and widely credited as the creator of Fashion Week New York opened the panel. The panel was moderated with clever quips by fashion influencer, Simon Collins, Dean of Fashion at The New School for Design.

The event was hosted a ‘the house’ of Bumble and Bumble and each attendee was treated to their popular Surf Spray along with product samples. (Have to say I’m a converted fan!) The cookies and cream rendition pictured above was provided by the crafty group at Fancy Girl Table. Additional event sponsors included In Digital Media, Svedka and Voga.

Overall the conversation centered on the convergence of traditional and digital fashion week practices along with musings on the next wave of innovation. Notable digital influencers such as top-tier fashion blogger Bryan Boy, Yuli Ziv founder of Style Coalition, and Aliza Licht better known as DKNY PR Girl were in attendance.

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{Recap} Third Wave Fashion Panel featuring Refinery 29, Of a Kind + Bonobos

Nizzi Karai Renaud, Refinery 29 | Tracy Keim, Bonobos | Erica Cerulo, Of a Kind

Had the pleasure of attending the Third Wave Fashion Meetup co-hosted by  Open Source Fashion at The Fashion Center.

The Meetup gathered the industry’s top brand marketers to discuss how fashion and tech have become inextricably linked and how to market to your consumer. The brilliant and engaging panel consisted of:

Tracy Keim: VP of Integrated Marketing at Bonobos

Erica Cerulo: Co-founder of Of a Kind

Nizzi Karai Renaud: VP of Marketing and Commerce at Refinery 29

The panel provided insight on each of the brand’s existing marketing strategies in addition to an interesting insider look at each company’s culture and unique successes. The most intriguing portion of the panel was the unveiling of each of the experts’ top go-to marketing tools (the lists are pictured above). Email marketing and online ads comprised the top three tools for each brand, proving the genuine power and importance of digital marketing. For an in-depth look of the 13 most fascinating–and at times surprising–things learned at the discussion, head over to the Third Wave Fashion’s blog.

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{RECAP} Mrs. Lilien’s Cocktail Swatchbook Launch

Fellow design aficionado Kat Tanita of With Love from Kat accompanied me to Jonathan Adler’s fabulous abode in Soho, New York for the launch party of Mrs. Lilien’s Cocktail Swatchbook. I had the pleasure of finally meeting my longtime blogger crush, design extraordinaire Mrs. Lilien – doesn’t she look delightful in her metallic sheath?

The soiree was complete with sparkling cocktails, branded brownies and bites all around. The ultimate highlight was browsing the pantone swatches of Mrs. Lilien’s playful yet sophisticated collection of classic cocktails. To check out Mrs. Lilien’s 50 fanciful and classic cocktail recipes for colorful entertaining, head over to and score the book for about 10 buckaroos.

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{Tips} The Top 3 Fashion-Focused Events at Internet Week New York

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The Twitterverse was buzzing with hashtag #IWNY as fellow fashion geeks gathered together at chic soirees and panels to celebrate Internet Week New York through the specs of the digital fashion world. We’ve rounded up the top three fashion-focused events of the week:

How Fashion Tech Startups Get Funded

Opening up #IWNY for the fashion-forward crowd was a founders panel on “How Fashion Tech Startups Get Funded” hosted by Third Wave Fashion. Designed as a Meetup for founders and leaders of fashion technology startups, Third Wave Fashion gathers together established and up-and-coming leaders that leverage disruptive new business models and emerging technologies to sell the beautiful fashion that we all love.

The Wix Lounge aptly played host to speakers Tara Hunt, CEO of Buyosphere, Ari Goldberg, CEO of StyleCaster, Brooke Moreland, Co–founder of, William Peng of Rapture Ventures and Charlie O’Donnell of Brooklyn Bridge Ventures. As the fashion startup space becomes increasingly saturated with apps and online platforms that are designed with similar goals and only slight variations in functionality – entrepreneurs must know how to get funded. For tips from these experienced startup founders and VCs, check out Ten Tips to Get Your Fashion Tech Startup Funded.

Despite the crowded marketplace, this is an exciting and innovative time for fashion. We’ve seen fashion apps like Pose and Fashion GPS establish integral roles within the industry and we look forward to seeing the next wave of creativity.

Fashion 2.0: All Stars

The most highly anticipated panel of #IWNY was hosted by Fashion 2.0 Meetup and Style Coalition Founder and CEO Yuli Ziv. The “All Stars” from The 2012 Fashion 2.0 Awardsconverged to share insider knowledge on what it takes to make their fashion brand a leader in digital and social media. This group of fashion innovators included Cannon Tekstar Hodge, Social Media Manager at Bergdorf Goodman, Aliza Licht, SVP of Global Communications at Donna Karan Internationaland Lindsay Knaak-Stuart, Director of Marketing Strategy at Kate Spade New York.

Unlike traditional panels, each speaker was invited up individually for an intimate, interview-style chat. First up was Aliza Licht, better known as DKNY PR Girl. While her core responsibilities as Senior Vice President of Global Communications do not entail social media, she has assumed the voice behind the company’s extraordinarily popular Twitter handle @DKNY. Aliza also manages the DKNY PR Girl Tumblr because she views the two platforms as “brother and sister,” with Tumblr being the long-form extension. In fact, the Tumblr tagline is “When 140 character aren’t enough…”

With over 390,000 Twitter followers and countless Tumblr reblogs, you would think the company is measuring return on investment (ROI) on all this social media activity right? Wrong.

I am not obsessed with ROI. I don’t even think about it. I’m a community manager that manages from place of passion. It’s brand evangelism I’m after. It’s not about the click-through rates. – Aliza Licht, SVP Global Communications, Donna Karan

That said, ROI still became the hot topic of the evening.

Adorned in an intricately bedazzled bolero, Cannon Tekstar Hodge, Social Media Manager at Bergdorf Goodman took the stage. Bergdorf was the first department store to truly embrace social and leveraged it by creating a friendly digital persona to offset the sometimes-intimidating perception of the brand. Cannon referred to theirFacebook page as “a party where people can come and get to know fashion.” With that mentality in the mind, the Bergdorf wall has always been open to comments.

Bringing the conversation back to ROI, Cannon believes that “it’s more than numbers and dollars. Everyone in social media needs to know it but it must be matched with engagement.” When asked whether Bergdorf is converting social media fans and followers into genuine customers, Cannon explains that “ROI is so much more than dollars now…it’s what’s exciting people now,” she adds, “we want to see passion. We want see what excites our followers or what makes them angry.” Despite the fact that those who engage with Bergdorf may not be able to afford the price points now, the same engaged fan will aspire to shop at Bergdorf in the future. Additionally, the goal of Bergdorf’s social media presence is to expand the global recognition of the department store at large.

Kate Spade’s Director of Marketing Strategy, Lindsay Knaak-Stuart, closed up #Fashion20with intriguing insight on how the brand has come to be the social media powerhouse they are today. Lindsay advises brands to “approach new apps and platforms quickly but cautiously – not all are right for all brands.

Innovation doesn’t mean having to jump on the newest shiny thing – it’s about innovating within existing platforms as well. – Lindsay Knaak-Stuart, Director of Marketing Strategy, Kate Spade

Most recently, Kate Spade has received loads of kudos for it’s cleverly branded and whimsical Pinterest – proving the value of building a strategic social plan. Overall, Kate Spade’s social media presence is so seamlessly executed with new campaigns cohesively rolling out across all platforms. Lindsay credits Kate Spade’s strong digital presence to the fact that the brand voice was social before there was social. If you follow Kate Spade’sTwitter, you’ll get to know a playful yet sophisticated girl who is out and about in NYC.

Returning to the question of the evening, Lindsay explains, “ROI is not what drives social. You can’t be an innovator if you’re strapped to the wallet of the CEO.” So there you have it, social media is not all about measuring return – engagement is still king.

Style, Specs, + Tech: A Night of Fashion Fun with Refinery29 + Warby Parker

Internet mavens, trend seekers and spectacle superstars alike converge at the most stylish soiree of Internet Week. Dispelling the myth that it isn’t hip to be square,Refinery29 and Warby Parker brought together the cyber crowd’s most fashion-forward at the Mondrian SoHo’s swank lounge, Mister H, to celebrate the co-mingling of media, fashion and tech.

We caught up with Christine White, Director of Communications for Refinery29 and founder of lifestyle blog Court & Hudson, about how this creative partnership was conceived.

“As a leading digital media company our presence within the tech and media communities is just as important as our voice within the fashion industry. Partnering with digital-savvy eyewear brand, Warby Parker for Internet Week was a perfect fit to celebrate the heartbeat of both of our companies – style and technology,” – Christine White, Director of Communications, Refinery29

Over 150 style influencers, media mavens and tech aficionados were in attendance, including startups such as Fashism, Birchbox, and Kaleidoscope, industry leaders from Independent Fashion Bloggers, DKNY, Gilt and Coach to fashion bloggers Style & Pepper, Caroline in the City, Natalie Off Duty, FrouFrouu and De Lune.

In true internet “fashion” guests were outfitted with “I Love The Internet” buttons courtesy of Refinery29 and Warby Parker. Brendan Fallis presented the music for the evening and the event party sponsor included Titos Vodka.

Images via Rob Loud.

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{go} Spring Trends Poshmark Party

This Wednesday, April 25th Poshmark is heading to NYC  to host a live “Spring Trends Posh Party” at the Ace Hotel and virtually on the Poshmark mobile app.

Poshmark is a simple way to buy and sell fashion – right from your iPhone. It’s an opportunity to sell items that are still on trend but you’ve over worn, have a similar version or you’re simply not in love with anymore. It’s also ideal for that designer handbag, sequin dress, or statement necklace you wore once, and probably won’t ever wear again. With Poshmark, you can easily transform your photos into professional cover shots and have your item up for sale with just a few clicks.

To learn more about this exciting fashion app, Poshmark and six amazing New York fashion bloggers: Laura of On The Racks, Caroline of Sweet Caroline in the City, Jessie of Style and Pepper, Christina of Profresh Style, Christine of Court & Hudson, and Bonnie of Flashes of Style  are co-hosting a fabulous spring trends party. Enjoy cocktails and score pieces directly from the closets these stylish bloggernistas.

Here are the details:
What: Spring Trends Posh Party!
When: Wednesday, April 25, 7-10pm EST
Where: Liberty Hall, Ace Hotel (and virtually on the Poshmark app)
Party hashtag: #poshparty
Want to attend? by April 23rd
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