WHY KARL KEEPS HIS SHADES ON

STYLE AND SOCIAL MEDIA#ShadesOn@RoisintheMirror

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Why ask 'Why Karl Keeps His Shades On'?

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Where does fashion come from?Designers --->Style leaders ---> Journalists---> Bloggers--> High street

How trends work?Launch--->worn by leaders--->remade by highstreet--->ubiquity

And then...Played out OR Remains niche OR Hangs around due to ONLINE SOLIDARITY

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At every step the blog is important, launching the trend into the social space.

Bloggers make the trend instantly more acceptable and accessible, because they're real people.

They can sustain and recycle trends. They remain the first face of fashion online, more than the designers themselves.

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Really?

Is a blogger really more powerful than a print media?

Or is print not going to go without a fight?

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Hope Glangloff

THE BATTLE OF THE BOBS

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1,264,034 circulation

CAREER: at Vogue since 1983, UK Vogue editor since 1984, US editor of Vogue since 1987

FRONT ROWS: everyone except Azzedine Alaia, who commented that 'she scares everybody.. But when she sees me, she is scared!'

FRIENDS: Barack Obama, Roger Federer

ADVERTISING: Everyone

Twitter and FB:

HAIR: The Iron Bob.

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Tavi

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READERSHIP: Rookie, 96,380 hits per dayThestylerookie.com, 168,383 per day

EXPERIENCE: 4 years blogging

FRONT ROWS: Dior Couture (THAT HAT)

FRIENDS: Rodarte, xoJane.com, teenage girls the world over

ADVERTISING: starred alongside Cyndi Lauper in a campaign for Uniqlo.

TWITTER: 50,534 followers

BOB: grey, blue, pink, red, blonde, currently no longer bobbed...

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Life-cycle of a Trend

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JEFFREY CAMPBELL LITA

Launched July 2010

No print, no commercial advertising

Sold mainly online through web boutiques Karmaloop and Revolve

Takes off in a big way on Lookbook, 1516 entries

Feature Lookbook users on homepage

Popular in blogosphere, becomes a wearable meme.

Name one variety after blogger Pink Kitten, who owns 222 pairs of Litas

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Fashion and SocialExperiments

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UNIQLO Lucky Counter, September 2012, Dentsu Tokyo-personalised social sale -original take on Fast Fashion

-won D&AD and Spikes Grand Prix

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Ted Baker, It's Rutting Season, Autumn 2011, by Guided Collective

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local bloggers // 12,300 Twitter followers // 53824 Facebook friends// During campaign, 1 million new Facebook fans, 10% rise in sales

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Consumers and would-be consumers

Social network on own terms; 'augmented' crowd sourcing with photo-sharing site

7.5 million views in first year

10% rise in sales during campaign, 50% increase by start of 2010

11,225,431 Facebook fans

830,594 Twitter followers

Burberry hailed as the first 'truly digital luxury brand'

-382,760 Twitter followers -real-time representative -Tumblr grew out of Twitter following

Lanvin Autumn 2011 Campaign, August 2011

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THANK YOU:)#ShadesOn@RoisintheMirror