Podcast: Disneyrollergirl and Robin Derrick discuss Fashion & Digital

My Apple/Vogue ‘Fashion & Digital’ Q&A with Robin Derrick is now available to watch on iTunes. It’s a fantastic insight into Robin Derrick’s thoughts on the role of the creative director in the digital age, brands and social media, magazine iPad apps and our views on the merging of content and commerce.

Robin is pretty frank so it’s quite an honest discussion and definitely a must-watch for anyone with a keen interest in where fashion and technology are going…

[Image: The Women’s Room]



Attention, attention

My, isn’t Tumblr so very popular right now? The nobrainer way to blog, it’s all about the quick photo, newsy snippets and reblogged posts which are so user-friendly for our ever-decreasing attention spans. I’m fascinated because since I first started working for online publications I have watched the patterns of content change over time.

In 1999 I started working for a women’s website where I would contribute 400-word fashion articles broken into paragraphs and illustrated with a picture. These were read by women in offices who would browse the site in their lunch hour. As more magazine-style sites emerged and there was more competition, articles became shorter. “People don’t want to read long articles at a desk, they want Top Ten slide-shows with images and a tip,” I was told. These were the days before everyone had a laptop and reading on screens became the norm. The years passed, the iPhone was created, WiFi appeared and we all became quite comfortable reading content online. Blogs flourished and people became interested in personal opinion. Word count increased. Blog count multiplied. Twitter arrived and information addicts rejoiced. Then despaired. (Guilty!)

With all this ready information, the brain can’t cope. We worry about our children and how they will learn to focus with so many distractions. Tumblr emerges and is a runaway success. Why? Because it’s bite-sized blogging, a way to keep up without going into detail. It’s blogging-lite for the time-poor. (Pity the brands and old school bloggers tearing their hair out – “aaargh, another social media platform to manage!”) At the same time, the rise of the two-minute video threatens to take over from the written blog post – young people especially would rather watch a moving image than read. So in effect we’re at the top-ten-slide-show stage again where people want short form over long. Interestingly, when I read about the latest issue of the New York Post’s new(ish) Alexa paper it seemed very appealing – a thin, well-edited fashion newspaper that has just-indepth-enough information to digest in one go (there’s an online version too). When you read on paper, you take in more. Having noticed how much time I spend looking at screens (and how little information I retain long term), digesting paper journalism from the comfort of a sofa is almost a novelty. So I’m not panicking. We’re in the midst of a micro-information moment and I’m happy to ride it out. It looks like there’s a slower, more considered alternative lurking round the corner which I’ll willingly embrace – if my brain hasn’t exploded by then.

Louis Vuitton launches location app: ‘Amble’

News just in of a new ‘digital travel diary’ iPhone app from Louis Vuitton. Amble is a free app in which users document and share their travel adventures by creating an ‘Amble’ – a memory or journey recorded on the iPhone in photo, video, audio or notes. A GPS function allows the user to discover new places nearby while favourite spots can be shared on Twitter, Facebook and email, or sent to Louis Vuitton for publication on the Amble website thus ‘creating a global community of elegant Amblers’. Oh look, Sofia Coppola has done an Amble here!

Of course, as travel is part of the Vuitton heritage,  there is also the opportunity to download the first digital version of the famous Louis Vuitton City Guides from Amble to add to the luxury travel experience. I’m not sure if a similar app exists already but if it does, I’m sure there are plenty of Louis Vuitton afficionados who might prefer to use this branded app.

Haul vloggers: the next target for fashion brands?

Is it me or is anyone else obsessed with haul videos? What’s a haul video? It’s a vlogging phenomenon whereby (mostly) teenagers shop at the mall then go home and video themselves talking through what they bought. And, er…that’s it. But this simple concept is taking America by storm. (more…)