Tag Archives: Fashion Events

{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} Fashion Brands Endear Themselves to Bloggers at the NYFW IFB Conference

{Post written for PRCouture.com

A look at IFBCON (the blogger conference put on each fashion week by Independent Fashion Bloggers), in numbers speaks volume to the strength and influence of the blogosphere: an estimate of 200 million #IFBCON Twitter hashtag impressions, projection of 10,000 IFB-related tweets in one day alone, and IFB panelists with a net of 33 million Twitter followers.

While IFBCON is best known for offering a wealth of information for fashion bloggers looking to grow their blogs (and an opportunity to meet notables like Derek Blasberg and Coco Rocha), our interest at PR Couture is more about how brands strategically utilize IFBCON to demonstrate their digital savvy and further their relationships with bloggers.

Brand highlights from the conference include Kmart Fashion, Saks Fifth Avenue, Nine West, Lockerz, and MailChimp

IFB kicked off with a creative, hilarious and blogger-packed #FashionWeekProblems video promoting Kmart Fashion’s NYFW concierge service. For yet another season, Kmart is offering their Fashion Week concierge service to assist with all the inevitable fashion week mishaps like chipped nails, sore feet and ripped tights. Essentially any basic fix-ups that Kmart sells is fair game. So go on, tweet@KmartFashion #FashionWeekProblem – the hashtag is already inundated with quirky requests!

One of the most compelling panels of the day was The Future of Digital Fashion with panelist, Carla Dunham, Senior Director of Social Media at Saks Fifth Avenue. Blogger brand partnerships have become integral marketing initiatives and Saks has embraced this. Dunham emphasized the importance of authentic and genuine partnerships and Saks does just that.

Saks named fashion blogger Jenny Wu of Good, Bad and Fab the winner of their Blog for Saks contest with IFB. Check out Jenny’s latest Saks’ assignments here. In addition to blogger collaborations, Saks has leveraged social media to launch interactive campaigns including their current 30 shoes in 30 days giveaway, which kicked off at IFB.

In honor of the expansion of their famed 10022-SHOE floor in the Saks Fifth Avenue Flagship, (touted as being so big it has its own zip code), fans can snap a photo of their favorite shoes and tag them with hashtag #10022shoe on Instagram. One lucky winner is selected once a day from August 25 — September 25 to win a $500 gift card to Saks!

Building upon this undeniable blogger shoe obsession, Nine West activated their Channel 9 Shoe Confessions series, with video programming covering all aspects of footwear, like walking in stilettos, shoe repair tips and insane shoe closets. To launch the collection, Nine West set-up a ‘confessional’ at IFB encouraging bloggers to share their deepest, darkest shoe confessions.

Additionally, Channel 9 partnered with reality TV star and fashion publicist Kelly Cutrone in a series called “You’ve Been Prom’d.” The six-episode series follows a group of high school seniors who won complimentary gowns, shoes and makeup sessions for prom from Nine West.

And of course no digital campaign is complete without blogger partnerships. Nine West teamed up with personal style blogger Saucy Glossie and DIY blogger Stripes and Sequins to celebrate Fashion’s Night Out. The collaboration showcased Nine West’s brand new Vintage America Collection store in Soho and supported Nine West’s Runway Relief  initiative.

Between the fabulous #10022shoe Instagram posts, frantic #FashionWeekProblems tweets to live #IFBCON coverage, bloggers headed straight for the Lockerz charging at IFB. Lockerz is the leader in rewarded social commerce. Unlike other sharing platforms, Lockerz is the only site that rewards its members for engagement. Lockerz members earn PTZ for nearly everything they do on the site, which are used to get the lowest prices on hundreds of products from fashion, beauty to electronics offered in the Lockerz Store. Lockerz currently boasts a membership community of millions in 195 countries and is growing as Lockerz partners and engages with bloggers. (Disclosure: Lockerz is a Bollare client).

To further showcase their social commerce savvy, Lockerz has partnered with exclusive Lockerz online retailer Boy Meets Girl® for a ‘Buy Now, Wear Now NYFW show. This Wednesday, September 12, founder of Boy Meets Girl® , Stacy Igel and Lockerz will presenting “Forever Young” with live performances by Wyclef Jean, Cris Cab and Jarina De Marco AllHandzOnDeck©, live-streaming features and the ability to purchase the looks right off the runway on Lockerz.com.

Rounding up the creative blogger-brand activations at IFB is the DIY station hosted by MailChimp. Serving up adorable MailChimp screen-printed tees, bloggers bedazzled these tees with studs, sequins and rhinestones galore and then got snapped in the branded Smilebooth. While MailChimp is a usual suspect at tech conferences, the easy email newsletter service is now focused on the fashion audience this season. Just as fashion blogs are all about aesthetically pleasing content, MailChimp offers an easy to use and highly visual newsletter to share fashion content.

And there you have it, a recap of how different brands set out to engage with fashion bloggers at Day 1 of IFBCON.

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

{Post written for PRCouture.com

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 Fashism.com, 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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{Interview} Post Fashion Week Strategy with Tadashi Shoji’s HL Group Fashion PR Team {for PR Couture}

{Post written for PRCouture.com}

This season, I had the pleasure of attending Tadashi Shoji’s Fall 2012 show at Mercedes Benz Fashion Week. Inspired by the Golden Age of Shanghai, Shoji utilized rich, delicate and opulent colors and fabrics to set an ominous tone. The collection incorporated Chantilly and Venetian lace, high necklines, beaded embroidery, scalloped sequins and chiffon along with rich velvet.

With such a powerful fashion week collection, it’s no surprise that the designer was asked to dress a notable red-carpet starlet at this year’s Oscars. Drawing upon this season’s series of pale nude beaded dresses, ‘Best Supporting Actress’ winner Octavia Spencer, donned a custom hand-beaded, ivory silk and tulle draped cap sleeve gown that was absolutely perfect for her big moment.

After the fashion week madness, I caught up with the ladies at Tadashi Shoji’s top-notch PR powerhouse, HL Group. The Tadashi Shoji PR team consists of Kimberly Flaster (Managing Director), Kelly Ricci (Senior Account Manager) and Zeba Rashid (Account Coordinator). We were curious as to what these PR Mavens do after fashion week:

What designers, shows or events did HL Group represent this fashion week?

HL Group produced 19 shows during NYFW. Some of which included Tadashi Shoji, Rachel Roy, Oscar de la Renta, Elie Tahari, Dennis Basso, Marchesa and BCBG.

How many fashion weeks have you executed? What do you love most about it?

Amongst the three of us, we have over 15 years of experience planning, producing and executing shows. We look forward to prepping and completing each show for our clients because we know in the end our hard work is demonstrated with the successful press outcome.

What was your favorite fashion week outfit that you wore this season? (Can you send a picture of it?)

Poppin Fashion Week Survival bag, Royal Blue Tadashi Shoji dress, seating chart and of course a smile! (See Kelly pictured in the Poppin bag below.)

From left Zeba Rashid (Account Coordinator), Kelly Ricci (Senior Account Manager) and Kimberly Flaster (Managing Director).

How do you decompress after fashion week? Any essential remedies? Or, do you even get a chance to de-stress?

Luckily enough, we had a long holiday weekend right after fashion week, which was lovely. We got to catch up on much-needed sleep, caught up with our friends and family as we haven’t spoken to them in a month and of course eat a proper meal!

What are a fashion publicist’s core responsibilities post-fashion week?

A publicist’s responsibilities never end when it concerns fashion week. Immediately following shows, we have to work on recaps, compile media alerts, service images and follow-up with scheduled press print and broadcast interviews. Additionally, we have a two-week break, then it’s on to planning Press Days for editors.

When do you start planning the next fashion week?

We are always planning the next fashion week but for Spring 2013 we will get hands on in July.

How does HL Group use social and digital media to complement your PR efforts post fashion-week?

It comes from all angles. Most of us at the agency have our own social media logins and help support and promote our clients internally. Some of our clients handle their own social media and some hire agencies that specialize in managing their social channels. We all work together to successful promote in a timely manner.

Thank you HL Group for taking the time to chat with PR Couture, can’t wait to catch up with you lovely ladies next season!

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