Do we really need another fly-on-the-wall fashion documentary series in our lives? Hell yeah! The Model Agency, a seven parter which unveils the workings of London’s Premier Model Management airs on Channel 4 at 10pm tomorrow. Owner Carole White agreed to answer my nosy questions… (more…)
“Media companies are going to become retailers and retailers are going to become media companies. It’s inevitable.”
Naralie Massenet, Financial Times
Now that Facebook Deals has arrived, a whole host of stores are getting involved. Not surprisingly, many of the early adopters of Facebook Deals are also seasoned Foursquare users. Debenhams will launch its Facebook Deals programme by offering free Benefit mascara & makeovers on 14th February for the first ten people to check in nationwide (that’s a grand total of 1000 Benefit mascara and makeovers). Meanwhile Benetton has launched with a charity deal, donating 2 euros for each check-in to Architecture for Humanity throughout the month of February. No purchase required, you’re simply rewarded for visiting the store and communicating the fact to your Facebook network.
The question is, will these brands ditch Foursquare altogether for Facebook Deals? Benetton’s Head of Digital, Gabriele Lunati says,”Facebook Deals is a great way for Benetton to connect with the consumer who is actively shopping on the high street and will be used alongside the popular Foursquare.” I really hope Foursquare can hold its own against the mighty Facebook but let’s see where things are in 6 months time.
When I met Jasper Conran prior to his last London Fashion Week show, I was taken aback by his business savvy and in particular his plans for the Jasper Conran website and blog. In contrast to the likes of Alber Elbaz (who “sees internets every morning” but doesn’t have an email address) Conran has grasped that in fashion 3.0, designers and brands need to properly engage with their customers, often in real time, and offer them a deeper connection to the essence of what they’re all about. Conran spoke of plans to make Jasperconran.com a ‘living archive’, while newer designers like J.W. Anderson and David Szeto also get – and enjoy – the new desire for real-time updates and behind the curtain insights through blogs, tweets and even video content.
Next month, Thakoon relaunches Thakoon.com and it looks like a blueprint for the future of fashion etail websites. According to the press release, we can expect “a voyeuristic glimpse into the mind of Thakoon, a designer fascinated by art, imagery and the creative process. The site will feature a social media landing page allowing fans a way to instantly connect to the brand’s Tumblr, Facebook and Twitter pages all in one area… Each medium will be heavily imagery-based, focusing on those people, places and things that inspire Thakoon’s signature design aesthetic.”
Not only that, but fly on the wall ‘webisodes’ will follow Thakoon, documenting his design processes and creative decision-making. Clearly, times are changing and the days when designers shut themselves away in their ateliers and let the art speak for itself is over. Customers want to meet the designers, get to know them and have a dialogue with them. Ecommerce sites need engaging content to keep customers returning (hence the growth of ‘edvertorial‘ but that’s another blog post). I’ll be keeping a close eye on Thakoon.com – launching on 13th February with the live streaming of his NYFW show – as I hope it lives up to my expectations. Watch this space…
