Presented at a stylink-workshop with a group of Dutch senior fashion professionals, februari 26th 2010, Amsterdam

1. Fashion 2.0
Anna Borsboom – februari 2010
twitter.com/LeLabAmsterdam

2. Fashion has changed
• Social networking
• Long tail niches
• Blogging
• User generated content
• Technology
• Social shopping
• Crowd sourcing
Anna Borsboom – februari 2010
twitter.com/LeLabAmsterdam

3. Suzy Menkes on blogging
Anna Borsboom – februari 2010
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4. Waar te beginnen?
It’s just too much
Anna Borsboom – februari 2010
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5. Anna Borsboom – februari 2010
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6. b2b c2c b2c c2b p2p
• Forums
• Social networks
• Wiki’s
• Weblogs
• Twitter
• Youtube
• Flickr
• Shops
• ...
Anna Borsboom – februari 2010
twitter.com/LeLabAmsterdam

7. Social media
• It’s all about conversation
Anna Borsboom – februari 2010
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10. American Apparel op Facebook
Anna Borsboom – februari 2010
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12. Social media
Branding door
• Co-creatie
• Crowdsourcing
Community branding
starbucks
Anna Borsboom – februari 2010
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13. Collective fashion consciousness
• www.lookbook.nu
• www.weardrobe.com
• flickr.com
Anna Borsboom – februari 2010
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14. Niches – web’s long tail
Anna Borsboom – februari 2010
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15. Anna Borsboom – februari 2010
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16. Anna Borsboom – februari 2010
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18. Niches
• Designer vintage
• Etsy.com
• Hexsieraden
• Emo fashion
Anna Borsboom – februari 2010
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19. Anna Borsboom – februari 2010
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20. Trendsetters
Anna Borsboom – februari 2010
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21. Trendwatchers
Anna Borsboom – februari 2010
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22. Technology driven
• Augmented reality
Tobi Virtual Dressing Room
• Mobile apps
blackberyy, iPhone, androids
• Fashion week: streaming video
live fashion shows online
Anna Borsboom – februari 2010
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23. Backlash
Anna Borsboom – februari 2010
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24. Forced transparency
Anna Borsboom – februari 2010
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25. • everything is so instantaneous that people are bored
with collections even before they make it to the stores

26. Gucci
• http://nyti.ms/a3RWJg
• “In terms of investment, the cost of
building and maintaining a web site
equates to just a handful of pages in a
traditional media plan. It is therefore an
extremely efficient investment, given that it
has global reach being Internet based.”
Anna Borsboom – februari 2010
twitter.com/LeLabAmsterdam

27. Shopping 2.0
• Traditionele retail bleef achter
• Inhaalslag
• Main stream vs niches
• Social shopping
• Google shopper
Anna Borsboom – februari 2010
twitter.com/LeLabAmsterdam

28. Social shopping
• reviews geven
• stemmen op producten
• polls
• merken aanbevelen
• verlanglijstjes maken
• Communities, tribes
• Style guru’s, trides
Anna Borsboom – februari 2010
twitter.com/LeLabAmsterdam

29. kaboodle
Anna Borsboom – februari 2010
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30. • Crowd sourcing
http://www.innocentive.com/
• Maatwerk
http://www.spreadshirt.nl/
• Crowd branding
Anna Borsboom – februari 2010
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31. Anna Borsboom – februari 2010
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32. PR
Anna Borsboom – februari 2010
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33. Anna Borsboom – februari 2010
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34. Labels should be their own media now
• PR & marketing vroeger: advertenties &
‘editorials’ in magazines, billboards, tv etc
• PR & marketing nu: dialoog, context, USG,
webcare, tribes&trides, long tail
Anna Borsboom – februari 2010
twitter.com/LeLabAmsterdam

35. It’s not about being louder
• It’s about being more
interesting, relevant,
accessible & engaging.
Anna Borsboom – februari 2010
twitter.com/LeLabAmsterdam

37. Fashion 2.0
Labels should
– inspire and harness conversations amongst
consumers by giving people something to talk
about
– think like media companies, creating and
publishing editorial content to earn attention
and attract fans who will carry their message
across the internet.
Anna Borsboom – februari 2010
twitter.com/LeLabAmsterdam

38. Brands or tribes?
• Brand management
• Tribe management
• We need you to lead us
Anna Borsboom – februari 2010
twitter.com/LeLabAmsterdam