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Digital Fashion Week – World’s First Live Streaming Only Fashion Week to be Hosted In Singapore October 2012

DFW Digital Fashion Week Singapore 2012

DFW Digital Fashion Week Singapore 2012

Live streaming of fashion shows has become de rigueur but we’re taking it up a notch with Digital Fashion Week (DFW). As the world’s first live streaming only fashion week, DFW will unify fashion and technology innovation in this groundbreaking advancement.

 

Digital Fashion Week 2012

 

Gone is the era of front row guests at the traditional fashion weeks. This time, we’re going digital. For the first time in fashion history, a fashion week will be live streamed solely online, and consumers can shop their favorite looks off the runway in real time and have them delivered in a matter of weeks – way before they hit the stores.

A high-profile showcase of celebrated designers from every major city, DFW gives designers the ability to reach out to consumers worldwide and global audiences absolute access into the world of fashion.

Labeled by CNN Go as ‘The Next Big Names in Singapore Fashion’, DFW is organized by the creative minds of STORM Creative Events Agency. As the pioneer of fashion show live streaming in Singapore in May 2011, it garnered a record high of 500,000 viewers from 90 countries within a week.

This October will see DFW’s debut edition, Digital Fashion Week Singapore exclusively available for viewing at http://www.digitalfashionweek.com. The twice-yearly event boasts an exciting designer lineup of Singapore’s biggest names presenting their Spring/Summer 2013 collections, with a special appearance by an international guest designer marking the inaugural event in a debut runway show.

Digital Fashion Week

Quote startMr. Keyis Ng, co-founder of Digital Fashion Week states, “Until now, no digital platform as powerful as DFW has
existed for designers to reach out to people worldwide.”Quote end

Besides live coverage of DFW front row and backstage buzz, interviews with designers and artistes and fringe events, DFW incorporates new features such as live runway commentaries by key fashion figures, pre-show performances by internationally renowned artistes and a one-stop mobile application to provide users with instant fashion show live streaming, videos, runway photos, designers information and e-commerce shopping – giving the global audiences a dynamic fashion week experience like never before.

Digital Fashion Week consists of three main elements:

Front Row Access:
Live backstage action of hair and makeup.
Live interviews with models, designers, hair and makeup artists.
Live pre-show performances by renowned artistes.
Live runway shows with special appearances by top models . Live runway commentary by key fashion figures.
Live post-show party coverage.

Real-Time Shopping:
Consumers can buy their favorite designs off the runway instantly and have them delivered within a matter of weeks.

Power to Influence:
Consumers will have the unique opportunity to provide the designers with instant feedback. The pre-orders made for every collection will provide designers with insights into market trends.

Mr. Keyis Ng, co-founder of DFW states, “Until now, no digital platform as powerful as DFW has
existed for designers to reach out to people worldwide. We aim to harness technology and
creativity to promote home-grown designers in each city to the global audiences by capitalizing on the hype generated from the fashion shows. The buzz created will then be directly converted into sales and sync the fashion communication cycle with its retail cycle.”

In conjunction with Digital Fashion Week Singapore, a virtual B2B platform, DFW Digital Showroom will also be launched. Press, buyers and retailers from all over the world can enjoy
exclusive access to intimate collection presentations by the DFW designers through lookbook
images and pre-recorded videos made available immediately after every fashion show. DFW will be the ultimate digital fashion gateway in connecting designers to the world.

“Singapore has grown to be Asia’s most network-ready country with one of the highest mobile
penetrations in the world. The age of Digital Fashion is here; it is the perfect timing for the fashion
industry to embrace the future of technology, first-hand in Singapore.” co-founder of DFW, Ms.Charina Widjaja said.

Besides its official launch as a twice-yearly event in Singapore, DFW will also proceed to other major cities around the world.

Show schedule, designer and performance lineup, additional updates will be announced in August 2012.

Frontrow DFW Digital Fashion Week Singapore 2012

Frontrow DFW Digital Fashion Week Singapore 2012

About Digital Fashion Week Private Limited
Digital Fashion Week Pte Ltd was founded in 2012 by the creative minds behind STORM Creative Events Agency. STORM is widely recognized for pushing boundaries by combining technology with lifestyle and was named by ELLE Singapore as ‘The Name to Watch’ within the first year of its launch. STORM has also been featured several times in leading publications namely Marketing Magazine UK, CIO Asia, Springwise.com, TrendHunter.com, The Straits Times, The New Paper, Lian He Zao Bao and many more. The team at STORM has worked with many established fashion houses ranging from high-end designer labels to mass market brands.

DFW Digital Fashion Week Singapore 2012

DFW Digital Fashion Week Singapore 2012

Original Source: PRWeb.com

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Oscar de la Renta’s CEO: “why e-commerce works & how social media serves the fashion brand’s designers & merchandisers”

When the Improbable Is Also Profitable

2680_alexbolen_mediumBecause today’s luxury goods consumers are present across numerous channels, being there for them wherever they may be is a crucial aspect of business to get right, says Alex Bolen, Oscar de la Renta’s chief executive – and the man responsible for the fashion brand’s foray into e-commerce and social media.

“Our presence online has suggested to me that consumers are very quickly adjusting their behaviour to new modes of shopping and we need to really be out at the forefront of it. We have had many surprise anecdotes from having our brand online, anything from a $50,000 chinchilla coat sale through our website to completing a sale for a bridal dress via Twitter.”

For many luxury fashion brands, e-commerce has still not yet eclipsed the performance of physical stores but a very significant consumer appetite is present.

“ Our customer has taught us that there are moments where she will want to spend hours in a store shopping and there are moments where it’s a quick impulsive purchase ”

“When we first began thinking about e-commerce three to four years ago I was very sceptical that our brand would not fare well as, at that time, we were not particularly optimized in products that don’t have size requirements. Our bread and butter product is a $4 – 5,000 cocktail dress which is very fit intensive, in fact the perfectly fitted garment is an important part of our brand and this is something that seemed to me didn’t jive well with an online shopping experience.”

“I was wrong about that. Surprisingly we have had a very good reaction to our fit intensive products online. What we found in retrospect is that customers will order two different sizes and keep one of them.”

“Our customer has taught us that there are moments where she will want to spend hours in a store shopping and there are moments where it’s a quick impulsive purchase – as a luxury brand it’s important to us that we are present wherever our customer is.”

According to Bolen, e-commerce currently drives only 10% of the luxury fashion brand but it is growing very quickly. In a relatively short period of time, he forecasts Oscardelarenta.com to become the brand’s most prolific door.

One of the ways that the brand is extending its outreach to drive customers back to the site is through social media. Oscar de la Renta has taken a very creative approach to emerging media platforms such as creating a unique online personality for the brand on Twitter called OscarPRgirl. The brand uses Twitter as a channel to provide unique insight into the world of Oscar de la Renta and to engage with entirely new audiences as well supporting the interests of existing ones.

“We want to broaden our array of services to our customers as much as possible and services include consuming content. Everyone who goes to Oscardelarenta.com is a potential shopper – maybe they are a shopper today maybe they are a shopper in six months. As a brand we need to figure out a way to engage them and we need to offer services for wherever that person may stand on the potential customer spectrum.”“As a brand, we want to augment the initiatives online started by OscarPRgirl and speak more about what we are doing by explaining what our brand is about in more than just 140 characters. This means we want to extend our communications to areas such as rich video content and audio content.”

For a luxury brand like Oscar de la Renta, social media is proving to be much more than just a PR tool but one that is feeding business insights about the brand back to the company. “For Oscar de la Renta, social media has provided us with information on what our customers think, what they need, what they want and what they expect of us. From our jewellery offerings, accessories, scarves, etc. we have made many merchandising choices [and] many design choices based on feedback we got online.”“I am a big believer that you have to listen to your customers, and the online world has given us a new way to listen to our customers and we have learned to position ourselves based on what we hear.”

Source: Luxurysociety.com

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DMD Lab Shares Fashion PR/Marketing Integration Tips

DMD Lab is a unique integrated fashion marketing agency working to establish up-and-coming fashion brands with a sustainable focus. DMD Lab is a pilot project of DMD Insight, an integrated marketing agency based in New York.

Agencies that offer services in integrated marketing have the capability to serve brands across various communication touch points. At it’s core, integrated marketing focuses on the consistent and strategic creation and delivery of marketing messages and materials, which may include media relations, events and other tactics in the PR realm.  The idea is that by taking an integrated approach to brand management and promotion, brands can develop more fully online as well as offline, so that over time, brands can enjoy greater sustainability and coverage.

Melanie Bender, DMD Insight associate and DMD Lab ‘Chief Scientist,’ sat down with her team and came up with 6 Tips on Integrated Marketing for Emerging Designers.

Enjoy!

First things first, get your positioning straight.

A great place to start is with mood boards. We recommend keeping it visual AND verbal, gathering images and words that reflect your label or its target customer(s). Begin broad and don’t be afraid to throw a lot out there, and then edit it back as you suss out exactly what the brand stands for.

Invest in your brand’s ‘look and feel’.

As you’re just starting out, logo and website design may not be on the top of your list. However, we urge new labels to really get behind it from the initial phase – we can’t tell you how often we see brands needing to do a logo or web redesign within their first 5 years, which is always a bit tricky as you must be careful not to confuse or alienate existing followers. To keep in mind: your logo, website ‘look and feel’, and hantags and collateral (1) should reflect your brand, but not be overtly tied to one collection such that it won’t make sense a few seasons down the road, and (2) should work together to create a cohesive brand identity.

Modular isn’t just for furniture.

When you’re just launching, you may have only limited funds for your website. Complex sites utilizing flash or extensive databases are pricey, so we recommend starting out simple and keeping it modular so it’s easy to add on as funds become available. Here’s a good place to start: Homepage, Collections, About, Contact, and Stockists, as well as a strong Content Management System (CMS). Keep in mind how you might implement e-commerce or other desired functionality in the future.

When it comes to PR, be strategic.

Do your homework, and make a list of outlets and sections you’d really like to see your brand get coverage in – think in print AND online. Keep in mind what’s on target and within reach for your label and clientele – you may well determine that Vogue is not right for your brand! Find out what editors are responsible for those sections, and send them a succinct but informative email introducing your label (PR Couture has some great resources on this) and don’t forget to include a few images. As you’re cultivating relationships with editors and bloggers, keep those big placements in mind.

Ready for your media launch?

Have your nuts and bolts in place. Prior to putting your brand out there and engaging media, you’ll want to have everything ready to quickly accommodate editorial requests that come in. That means loan sheets, an inventory tracker, a system for getting press hits up on your website or Facebook page, and someone to follow up on any outstanding sample loans. You may find that some of your best opportunities result from short-lead requests (lie ‘we need it tomorrow’), so it pays to have a good system in place from the get-go.

Get connected in online AND in person communities.

We’re seeing two distinct worlds emerging, and as an emerging brand you need to be active and engaging in both. You may find that you gravitate towards just one, but you know what – that’s also true for many of the people out there that you need to be connecting with. Choosing to explore only online OR in person networks could mean a host of missed connections and opportunities for your brand. If you’re really comfortable in only one of those realms, don’t be afraid to identify someone else on your team to take charge of the other.

Source: PRcouture.com by Crosby

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Eleven Paris presents ‘Making Of Ash Stymest & Lizzy Jagger Photoshoot in Paris 2010’

PARIS, France Elizabeth Jagger (daughter of rock legend Mick Jagger) & ASH STYMEST (world renouned model) pose for photographs at an ELEVEN PARIS photoshoot. VIDEOAGENCY were invited to catch the event on film for an exclusive “making of” video. www.videoagency.com

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Fashion Career Information

Many do not realize it, but there are a variety of careers in fashion to choose from–the field is not limited to designers and models.

Design

  • Fashion designers work with all different types of fashion, from bridal gowns to swimwear. A degree from a fine arts university or design institute, such as the Fashion Institute of Design & Merchandising (FIDM) in L.A. or Parsons in New York City, is the best way to get into this career.
  • Modeling

  • Modeling is one of the most sought after fashion careers, but it is not easy to attain or sustain. Models must meet strict requirements to get work, and the industry is driven purely by aesthetics.
  • Management

  • Modeling agents may also represent makeup artists, actors and fashion photographers. There is work for modeling managers around the world, and many even start their own management companies as opposed to working for established firms, such as Ford or Elite Models.
  • Event Production

  • Fashion show producers typically work in major cities such as London, Paris, New York City and Los Angeles, but there is work available in smaller markets too. Production companies, such as Sobol in Miami, Florida, are responsible for planning and executing fashion shows and events.
  • Publicity and Marketing

  • Fashion publicists and marketing experts generally work with fashion brands, designers and show producers to get them media attention and increase public awareness. Some publicists also work exclusively with famous models.
  • Photography

  • Fashion photographers, such as Jason Christopher, Derek Blanks and Richard Warren, help models develop portfolios, but they also shoot work for magazines and commercial websites. Those who take this fashion career path can find work around the world, in cities of all sizes.

    Original Source: eHow By Marie Dockett, eHow Contributor

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    How to Start a Fashion Stylist Business

    A fashion stylist develops the image of certain people, from models to celebrities, for print, television and movies. Many stylist graduate from college with associate’s or bachelor’s degrees in fashion design, fashion styling or related major, but there are plenty of fashion stylists without formal training. If you’ve got the gumption to work on your own and the skills to make someone look good, this is the job for you.

    Instructions

      1. 1

        Determine on what kind of styling you will focus. You can work with wardrobe styling, celebrity styling, print or television styling, or all of them if you prefer. Because styling tends to be such a competitive industry, you’ll find that full-time stylists branch out as much as possible, and might even do work in fashion editorial and public relations to make ends meet. Get ready to multitask.

      2. 2

        Study up. If you want to become a stylist, you’ll need a healthy balance of coursework and real-life experience. Because getting the gigs is based primarily on your portfolio, and not on your resume, consider this background knowledge a personal step. The Parsons School of Design, Fashion Institute of Technology and London College of Fashion (see Resources) all offer specialized courses for the budding stylist.

      3. 3

        Consider shadowing a stylist as an assistant. By watching someone working in his field, you’ll pick up tips and tricks, and contacts as well. Check Craigslist.org for “Intern Wanted” advertisements in your city, or contact magazines and television stations to find out about open positions in the wardrobe department.

      4. 4

        Prepare your style focus, or your niche, after getting experience in the field. Every stylist worth his salt can whip up looks that make him stand out in the crowd, from Patricia Field to Rachel Zoe. Go with your strength, from girly to glamour, and then refine it in the next steps.

      5. 5

        Develop your portfolio. Work with a volunteer photographer and models to begin getting samples of your work to show to clients. Students or fledging photographers will be interested in your skills as a stylist to add depth to their work, and you’ll need sample photo shoots to round out your portfolio.

      6. 6

        Look into agency representation. If you are able to sign on with a reputable agency, you’ll not only garner higher wages, but you will get higher-profile gigs at a more reliable rate.

      7. 7

        Answer job advertisements and cold call companies that represent your areas of interest. The more persistent you are, the better. As a freelance professional, you will need to get the word out about your services.

      Original Source: eHow

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