Wednesday, April 14, 2010

You're hot and you're cold...

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Yesterday I listened to a podcast featuring Natalie Massenet of fame and designer Rouland Mouret. They discussed the way in which fashion will be consumed in the future and that how we shop will be revolutionised. They didn't specify what form this will take on exactly, although they did press on to say that more video content will become available.

While listening to this I became rather excited. Fashion, shopping and online media is somewhat of a new fish in the online ocean, still floating around trying to take it's rightful place.

Then this morning, I became a little frustrated at a certain designer and their pr. I have been trying to no avail to secure the look book of their Winter 2010 range for Wikifashion. Suffice to say that this exercise is akin to finding a sober person in a bar.

Now this look book is not under such tight wraps that no one can see it, rest assured I know that a lot of customers have been sent the pdf copy. It's just that the designer, I believe does not want to release a copy to the media. I can understand their point of view, this is how things have always been done. Look book is released to retailers, retailers let their customers have a quick peak and then the media are thrown the crumbs and left to squabble like a couple of seagulls at the beach.

I do not for one second think that Wikifasion is so important that I deserve a copy, but we are one of the top searches for "insert designers name winter" "insert designer's name winter 2010" and "insert designer's name", you can catch my drift. So when people click on our link looking for this look book, it's more than a little embarrassing to only have a few pictures and a summary of the collection available. Like I've said before, Wikifashion is a community site, it's for the good of designers and their customer's alike. I'm trying to help, I pinky promise.

This brings me back to my first point- fashion and shopping is apparently about to become revolutionised. How? If I can't even secure a look book, how is it that I will secure video content, or designers will even feel the need to create this type of material? Perhaps I'm a little new school, but sometimes I think that designers and pr act like a couple of kids on their first day of kindy. Some designers may literally be online, but that doesn't mean that the way they conduct themselves online isn't exactly the same as in a bricks and mortar world. I think it's high time for many to adapt and adopt new methods, to stop fighting the wave and go with it.

Does anyone have any thoughts about this? Sorry if this came across a little negative. I do think that there are a lot of designers and online stores doing marvellous things online, who really understand how to create content that is appropriate for internet users.

*update: The designer's pr have sent me a copy of the look book in question. Yay!


  1. I find it strange. I can think of only once recently when I have had trouble securing a lookbook or even a response (Bettina Liano's T range). Usually people are more than happy to help if one is available.

    I wouldn't waste time chasing after people if they don't want your publicity. :)

  2. That's true, it's just that I have a lot of interest from my users to provide it :) Perhaps you're right and I shouldn't worry about it?

  3. a little OT is that demi lovato? she's such a cutie :)

    anyway onto your quandary,
    i think that people will always be a little protective/resistant to media (including and especially new media) just from the way people have abused it in the past i guess, no matter how innocent a query might be (in your case, even providing them good publicity)
    its easy for us to say "its time for everyone to go with the flow of things and get online" because we're so conversant with the internet and online social networking and what have you. (+ as consumers we want things to come at the same pace we are at) but others will cling onto old tried and tested ways because they've worked for so long. at least that's what i gather
    sorry if this is totttally irrelevant or not helpful, i'm studying media & communications at the moment at uni and we talk about this stuff alllll day long everything gets mashed together

    x amie

  4. Thanks for your thoughts Amie! I completely understand and even feel a little bit embarrassed about my post now. But I'll stand by it :) I guess growing up with the internet/social media may make me/our generation seem a little impatient.

    But I don't think that's the case, it's just what we are used to. We are expected to consume and learn new things at such a fast pace, that if we can't get a hold of something it can be a little frustrating. So I'm sorry if I seemed really impatient :( I feel bad about that.

    However Wiki actually means quick in hawaiian and I'm trying to build a site that is a resource, so having something at least at the same time as customers do is really important to me.

    I have since been sent the look book, so that's a good sign :)

  5. glad you were sorted out with a copy :)

  6. I'm very much for having look books available on the internet.
    Lots of retailers dont sell the entire collection so you never really get to see what MIGHT be available to you.
    I shop heavily from lookbooks found on the internet and then will try and source the item from then on.
    The designers should be proud of their lookbooks and use them as free advertising on the internet.


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