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Internet, the Next Fashion Empire
Not long ago, Roger Oglesby, the publisher of the Seattle Post-Intelligencer announced that this newspaper of 146-year’s history had to transform into electronic newspaper upon the request of Hearst Group, its parent company. For the company this is undoubtedly a bad news difficult to accept, but for readers who are accustomed to e-reading, downloading is very convenient and they are now entitled to a privilege to read the next day’s newspaper in midnight like Buffett does. As time goes by, maybe the fashion magazine in your hands right now will turn into an e-book, and don’t be surprised if that happens, as in fact the Internet has occupied a very important position in the fashion industry, and now let’s have a look at what kind of Fashion Empire the network is building.
Blogger, the new fashion sweethearts
When talking about blog writers, Bryan Boy from the Philippines may be the first pop into your mind. He not only writes news columns for Style.com, ELLE and WWD, he also has won the favor of Marc Jacobs that MJ has specially launched a Bryan Boy Bag named after him. But these is nothing to find unexpected about because he has all it takes to be a popular blogger, for example, he loves wearing women’s wear. Being gay always have bigger chance (when I say the word ‘gay’, I’m not biased, simply the fact), and it is reasonable to acting feigned as being a trend-maker/-leader, you have to distinguish yourself from the common group so that people can recognize you easily and your unique aesthetic.
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Scott Schuman is a name that people won’t be surprised at no matter where it shows up because of his crucial status in the fashion circle. After he left his sales post in Valentino and Onward Kashiyama, he has set up his own showroom to promote and develop some young designer brands like James Coviello and Peter Som and closed it after the 911 event to devote his energy into his blog, The Sartorialist, a blog visited by more than one million readers each month and one of the top 100 most influential personal street snap blogs selected by Time magazine. What many fashionistas are unable to catch up with is that Scott Schuman has worked for GQ magazine for over six years and he also has his own column at Style.com; what’s more, Conde Nast, owner of Style.com even volunteered to act as agent for the advertising business of his blog. I’m sure his success owns a large part to his rich work experiences, because you always find fashion, not fad, in his photos, you will see a chic guy dressed in a suit, but by no means a trend follower.
Fashion site, your e-magazine
As an important part of the Internet, fashion sites have already be known. However, the news every day is somehow the same, which inevitably bores people. In order to attract people and be recognized, you have to have your own characteristics.
Like wwd.com who has recently accused fashion photographers that in a sluggish market like the present one, budding photographers can earn $25,000 to $50,000 per day and some famous ones can even make $100,000 a day and travel to the most beautiful places in the world while at work…This has no doubt caused a great uproar on the Internet when many people have got sacked and are looking for a new job. WWD always tells the truth and it enjoys good reputation in China for its remarkable ‘weekly news review’ banner in Chinese. As a world-class fashion site, WWD is the few that will put Chinese on its home page.
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When WWD features information on fashion and Chinese, Titel Media attract a large number of readers by reporting on the latest items in the timeliest manner. The biggest feature of it is the five-in-one channels: selectism.com is responsible for reporting on the latest men’s wear and culture life, highsnobiety.com focus on sports and street culture brands, highsnobette.com covers news on female fashion and curtatedmag.com devotes to varied fashion arts, shows, exhibitions and posters, while radcollector.com is the place where outdoor fans visit every day.
The owner of Dr. Report, a site about fashion boutiques really has a master’s degree of medical science who engages in the fashion business by chance, therefore this site positions in studying boutiques in a medical approach and provides updates on celebrities in an entertaining manner. The structure of the site also differs from other fashion sites since they concern about boutique, not luxury goods. They even have a great section on the negative reports of brands on their homepage. Their rigorous attitude most people admire is that they write to the authors to ask for permissions before they reprint their works, collect and show the permissions they are given. In present day’s Internet world, this is really rare situation.
Online shopping, the fashion terminal
No matter bloggers or fashion sites, they are only a gag of the fashion media or brands, what they really care about is the endless business opportunities brought by tremendous page-view and thus online shopping is invented. Don’t hold that online shopping inferior than big shopping malls or exclusive stores, nor confused by the closure of the famous Eluxury. Eluxury is closed not because of poor sales performance, to the contrary, its sales volume increased by two digits every year. The reason is that LVMH Group takes the market share of online sales seriously and thus open individual online store for the brands it own, which makes Eluxury unnecessary to maintain and ends up with its closure.
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Net-a-Porter is no doubt a very successful example. The depressive economy doesn’t have any impact on it and to the very contrary, Net-a-Porter has gained a sales increase of 45.3% last year and an annual sales amount reaching 81.5 million Pounds. The reason for their sales growth lies in their magazine-style layout which has attracted a group of special people, the designers, and as a result they get many special editions from the designers. What designers most care about is not who can help them earn money, but to interpret their brand images, which Net-a-Porter has done a fantastic job. As a result of nice relationship with designers, Net-a-Porter has many exclusive designer items which boosts their skyscraper sales performance.
It is not difficult to find out that online sales refuse mediocrity. As long as you have good idea, there will be people paying bills. With reverse thinking, someone has aimed his eyes on the mid-aged men who dislike online shopping and created a website named Trunk Club. Its targeted customers are men who are not picky about designs and patterns, do not enjoy shopping and only have patience for no more than 15 minutes. After targeted customers fill a form, Trunk Club will contact with them to get info of their figures, weights and etc, then sends one trunk box of clothes via couriers to the targeted customers’ home. Then the targeted customers have to log in to their Skype accounts and open their webcams, try on the clothes they receive and show the experts at the other side of the webcams. You can send back the clothes you don’t like and pay for what you want to keep. After the first trial, Trunk Club knowing what people are expecting from the online trial will send in more clothes, and consequently, people keep more from the second package. Trunk Club only focuses on two categories: suits and Khaki pants+Polo shirts. For most men, these two styles almost fit every occasion. What’s more, Trunk Club has a great discovery that men who are lazy to buy clothes usually enjoy this sales mode and some of them will keep all of the package even they don’t like them all, simply because he is lazy to do so. So, in less than six months, Trunk Club has developed more than 600 regular clients. Maybe the charm of the Internet lies in success like this.
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