Of having total control of their branding, marketing and advertising. The previous post spoke about "sellsumers" and their ability to hold secondary jobs at the side, as well as their main income, they build brands images, blog about them, tweet them, its all about sharing these days. After the success of artofthetrench.com, thank you Burberry, time is up for luxury market, time to notice social media and be part of it, Nick Knight mentions in an interview:
"Nick pointed out that small films are becoming a great way to show fashion across the Internet. “A lot of image makers are super excited about the medium,” he said. “It’s much more immediately emotional and powerful than still photography.” He added, “I don’t see a wave of new fashion photography coming through, but when you look at fashion film, you’re looking at a whole new visual proposal.” But, as Nick said, you can’t assume that company managers will know how to edit and use the film properly online—“anymore than you would let a standard lab technician go through Helmut Newton’s contact sheets.” runwayblogs.nytimes.com
Kate Moss & Nick Knight Collaboration, 2006
Gareth Pugh, 2009
It seems that brands need something quite important to make things work, something called a professional, for a fashion magazine for example, it isnt possible for the editor to tweet, edit the magazine, the facebook page, the blog and record a documentary live while doing so. I believe it is also important to differentiate. The Burberry site was a success because it experimented with something new, it got people excited to be part of such an influential fashion brand, and that shows it isnt such a bad things to let people get involved.
