Lume Creative, advertising agency based in New York, hosted the very private and low key conference to discuss Socia Media in Fashion. The hosts were Scott Schurman of TheSartorialist.com and Garance Dore of GaranceDore.fr.
Garance Dore
Scott Schuman
Notes on the conference can be found at psfk.com
One of the most interesting and important issues raised that I have not seen discussed or noted on anywhere else is that brands need to be wary of handing over its brand identity control. The duo used the launch of Burberry's Art of the Trench, an online space that Burberry created so that its customers can feel part of a community where they can upload photographs of themselves wearing the new internationally famous Burberry trench coat, Scottt and Garance noted that although it comes across as an individual and honestly cheap way to connect with customer handing over control to consumers can be hard to gain back.
Other great insights I found very interesting:
Buying Into a Personality
"While they stated from personal experience that the key to a successful site is total creative control, they’ve also noted that there needs to be genuine communication at foot – a real connection with your audience in a voice which speaks to them" - psfk.com
Making a Blog Profitable
"Though the discussion centered on many important trends within the world of new media and fashion, one of the most interesting centered around how to make a blog profitable and how it can interact with brands for a mutually beneficial end. One of the suggestions the pair had was brand sponsorship of certain sites by companies who shared a similar aesthetic and vision. One of the key companies who seem to understand the dynamic between the advertiser and the medium is American Apparel, who even before the world of blogs had staked a permanent claim on the back covers of Vice Magazine" - psfk.com
At the Conference
