fashion 2 point oh
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GEEK CHICFASHION 2.0: DIGITAL TRENDS
@rosiesiman // rosiesiman.com
“Ignoring the Internet [and social media] is madness.”
-Diane Von Furstenberg
FASHION GETS GEEKY
THE NEW FASHION SHOW
From Daffy’s to Burberry and Ralph Lauren to Forever 21, fashion shows are getting geeky. While Forever21 used holograms to showcase their latest collection, Daffy’s opted for an interactive mobile experience.
UP CLOSE & PERSONAL
From Gap to Jimmy Choo, retail brands are jumping on the location-based marketing trend, using Foursquare and Facebook
Places to connect with consumers
TECH MEETS FASHION
Justin Long. Glee. Ashton Kutcher. Tiny Fey. Now that it’s cool to be a geek, fashion students are starting to explore the
boundaries between fashion and technology: heels that can be assembled in zero gravity and a RFID enabled purse that makes
sure you don’t leave your keys at home.
WHAT (NOT) TO WEAR
CURATION IS KING
Sites like Everlane and Pose use trusted sources like high-profile fashion bloggers to curate the content for their users.
SHOPPING GETS SOCIAL
Recommendations & advice have become an increasingly large part of the fashion world online. Diesel let fans post the outfits they were trying on to
their Facebook, while Henry Nichols took the idea to print with their ads above.
A STAMP OF APPROVAL
Go Try It On & Fashism give consumers ways to get almost instantaneous feedback on their outfits before heading out the
door.
PERSONAL STYLISTS
For men who are worried that their fashion sensibilities aren’t up to par, they can opt for help from personal stylists. Trunk Club interviews each candidate and then puts together outfits that arrive on your doorstep.
IT’S ALL IN THE STORY
CROWD-SOURCED FUNDING
It doesn’t take a huge backer for designers to bring their project to life. Kickstarter, a site which allows artists to collect funding for their creative pursuits, has seen a steady influx of fashion-based projects from aspiring and established designers alike. In addition to
designers getting their funding, consumers get to be a part of the creation process.
STREET SHOTS
With the increasing popularity of The Sartorialist and Bill Cunningham, fashion fans are taking to the streets themselves, collecting snapshots and fans as they
go. They don’t have to look good, they just have to find the people who do.
BUYING LOCAL
Etsy & Big Cartel give independent designers easy ways to market themselves while selling their merchandise online. And consumers
get the joy of buying directly from the designers they love.
TRANSMEDIA STORYTELLING
It’s no longer just about the latest steal, instead consumers are looking for a story to go with their product. Of A Kind partners with designers, tells their story (& the story of the product being created) before allowing fans to buy the limited edition items. Using Tumblr to host their site and store, Of A Kind has been able to build a
robust community in a short period of time.
ECO-FRIENDLY FASHION
Consumers are looking for brands to lead the way in sustainable & eco-friendly actions.
STEALS & DEALS
TRANSUMERS // RENTALS
With fashion trends always changing, more and more consumers are choosing to be transumers: opting for subscription services
where they can swap finds quickly & easily!
DIY/RECESSIONISTAS
Beyond the world of “How-To”s, fashionistas living through the recession have decided they can do it on their own. Say hello to
the recessionistas!
FLASH SALE SITES
With the rise of flash sale sites, it’s easier than ever for consumers to score deals - even with luxe fashion goods!
THE FUTURE IS COMING
WHAT TO WATCH