Digitally Chic’s #DChunt Event Recap

On Saturday I spent the evening running around San Francisco trying to find, among other things, strangers to Vogue with and a newspaper article containing the words “digital” or “chic”. Why in the world would I be doing these things? Because I participated in my meetup group’s first (and hopefully annual) scavenger hunt.

Fellow Co-Founders Ashley LaFerriere and Jennie B spent a month organizing the hunt by coming up with lists of tasks and goodie bag swag so participants could have a fun list of things to photograph, tweet, and grab around the city in hopes of winning some pretty cool things from hunt sponsors.

The group met at The Grove, a cute coffee shop (that serves champagne!) over on 3rd and Mission for a meet and greet, to divvy up the teams, and some pre-hunt photos.

#DChunt Attendees

And then, we were off!

I was put on a team with Sarah Long, a girl who found out about the hunt by a tweet a prior member of the group had made about the event (thank you Twitter!). We decided to name our team “Pretty Ambitions”, because of our blog names, Pretty Innovative and AmbitionS.

After Ashley handed out the envelope containing the task list, Sarah and I immediately completed one task, by getting a photo of the two of us jumping. Then we ran across the street to the Big and Tall store for a team prom style photo. After that, we decided to take a trip to the Westfield Centre (visiting stores that included Nordstrom, Bloomingdales, Madewell, and Sanrio). We also went to places like the Four Seasons, Jeffrey’s Toys, tourist shops in Chinatown, and the Metreon to complete the rest. As time went on, Sarah and I were laughing harder and harder and it was easier and easier to walk up to strangers to ask for things. Here are a few photos of us starting off the hunt:

Deciding on our strategy
Task: Photo of the team jumping
Task: Prom style photo of the team (Thank you Big and Tall store)
Task: Photo of team Voguing with Three Strangers

Other participants included fellow Co-Founder Sharon Vaknin and Digitally Chic members Adelle McElveen, Amy Wong, Mira Torres-Montalvo, Bridget O’Neal, Pomme Ratana, Amy Nievera, Nichole Albright, Haruka Tenou, and Kelly Dessoye.

To throw us off further, Ashley and Jennie tweeted more tasks from the DC Twitter handle while the hunt continued, two of which can be seen after completed below:

Mira completing Twitter Mission 1: Find Doug/@HansensSF at the beginning of Market St & tweet a photo w/the Hansen's Thing
Sarah and I completing Mission 6: Tweet a picture of all the items your team has collected so far

At 7:30,the final location was tweeted and teams had to meet there by 8 pm for the completed tasks to be counted.

Another team counting up their numbers with Ashley

And my team won!!!

With our bags of swag! (and my new feather clutch)

The prizes were good alright. I still haven’t finished going through my bag of swag, but in the meantime want to give a big thank you to our sponsors: Photojojo, Urban Decay, Zipcar, Think Geek, Hashable, Marika King Jewelry, 18 Rabbits, Hansen’s, sweetriot, AHAVA, Gowalla, I Melt With You, Bumebox, Anisa Design, Cascade Ice Water, and to our event photographers: Co-Founder Ashley Gustafson and new DC member Max Braun.

And congrats to second place winners, Amy Wong and Mira Torres-Montavlo.

From Amy: “My favorite part was probably when we ran into a toy store to find a unicorn and a kid to hi-five. One boy was scared of us but then we found another boy and he was sooo excited to hi-five us!! He was trying to hi-five both of us before we could even take the picture. It was so cute! We were very excited to have won 2nd place! Our prizes were great. We got a 1 year membership to ZipCar, 6mo subscription to Tab Juice, $25 gift certificate to Starbucks, and a Gowalla tee shirt. This event was so much fun..can’t wait to do it again next year!!”

Task: Team prom photo

To see more photos from this event check out the photo album on the Digitally Chic Facebook fan page.

Project Runway Season 9 Premiere

Well the much talked about opener for Project Runway for Season 9 finally happened last night. And I have no shame in saying that I spent quite a few minutes watching old clips of Tim “Gunnisms” on YouTube today purely out of excitement.

Many of my friends were also excited, like Boston-based Brian Forte over at Please Welcome Your Judges, and Twitter friend Yuli Ziv of Style Coalition from New York City. In fact, in conjunction with HP, Style Coalition and hosted a special blogger event just for the occasion! While I wasn’t lucky enough to attend that event, and test out some fashion friendly HP products, I did watch the show from my couch in San Francisco (while doing some online window shopping on my iPad- hey, I can never get too much fashion and tech).

Source: MyLifetime.com

Now, onto the contestants. While David Chum, Becky Ross, and Olivier Green were my three favorites leading up to the show premiere, Bert really turned it out and deserved the win for the first challenge. He might be my new favorite? I’ll wait and see.

Already you can vote for your fan favorite on the Lifetime website, check out the official Project Runway blog, and blogs about this season from some former contestants (like Peach!). Also, you can view a real-time feed that shows what people are saying about each designer if you go to their bio pages.

Since the preview for the rest of the season looks particularly juicy, I can’t wait to watch the drama unfold both on TV and online.

In the meantime, happy birthday to Mr. Tim Gunn!!!

Geeked Out Over eCommerce

Being geeked out over fashion eCommece is really in style these days (especially in the Bay Are where companies like Polyvore and ModCloth are headquarted).

Think about these numbers: last year, online shopping in the US reached $175.2B last year. And an increasing number of Americans are turning away from Black Friday and just turning on their gadget to shop for deals around the holidays. Though the term Cyber Monday (the Monday after Black Friday) was coined in 2005, it has really grown in popularity in recent years. In 2009, consumers spent $887M on Cyber Monday. Last year, $1028M was spent.

It didn’t take this infographic for me to know that sites like Amazon, eBay, Gilt, and Net-A-Porter have really gone mainstream (especially in comparison to smaller fashion sites like Beso or Bauble Bar). My friends across the country shop on these sites, and have been for years.

Admittedly, it’s super exciting to know that a lot of the startup fashion eCommerce companies here in the Bay Area are names my friends outside of the area haven’t even heard of yet. It’s so exciting that I blog about it, attend industry events, and have formed a related meetup group.

I know I’ve been going gaga over the fashion eCommerce scene for years now. And I am a self-described fashion geek along with some of my best girl friends in San Francisco. We’re both obsessed and intelligent (refer below).

How do you describe your love for the niche?

ecommerce geek infographic
Brought to you by ZippyCart: Shopping Cart Reviews and Designed by Killer Infographics

Honored to have this post included in this week’s Independent Fashion Bloggers weekly roundup:

Whether we realize it or not, we are all influenced by something, whether it be celebrities, trends or designs of the past. This week’s links a la mode celebrates influencers and the voices we create from our inspiration. As fashion bloggers, we have each other to look for when we are feeling uninspired and this community is something we should never take for granted!

Links à la Mode: July 28th

SPONSOR:

Alexander Wang Fall Sale at Shopbop: New Dresses , Jackets, Pants, Tee Shirts, Sweaters, Reviews, T by Alexander Wang, Wallets, Black Handbags, Shop Alexander Wang Bags

PLEASE READ IF YOU WOULD LIKE TO PARTICIPATE

If you would like to submit your link for next week’s Links à la Mode, please register first, then post your links HERE. The HTML code for this week will be found in the Links a la Mode group will be published later today. ~Jennine

Branding in Motion: Part 4 of 4

An interview with Russell Volckmann on Branding in Motion

Image by Extra Medium

Ashley: Should (online) fashion brands keep anything extra in mind that brands in other markets may not have to worry about?

Russell:

Like any brand, fashion brand goods also require unique and lasting brand features to be successful in the market. Fashion, as the term implies, is fleeting. And herein lies a unique challenge for fashion brands–or any other fast moving consumer products (also called, “fast consumer”). How to maintain a solid unwavering and strong brand foundation, while at the same time maintaining the perception of a high level of innovation that customers expect is important, which requires constant change in brand expression. The answer will be different for each unique brand, but the challenge is the same.

Also, differentiation on the basis of brand is vitally important in case of fashion because competition is very high and each fashion brand needs to say something different. Without the differentiation created in the brand (including the product expression of that brand), the fashion brand can easily fall into becoming a commodity. And like all other commodities, the product becomes price or value based, rather than aspirationally based. Commoditization can kill any company, fashion or not. When price becomes the primary reason people buy, your fashion brand will always be susceptible to someone cheaper. In other words, fashion brands need to maintain a high level of aspiration (to buy) among customers. Specifically, I think attention to target lifestyle is key.

Interestingly, established luxury brands continue to do well even in down markets because they maintain that high level of quality and aspiration. Price may be more important in slow times, but customers often turn to lasting quality anyway, abandoning the cheaper, disposable, less innovative, lesser quality alternatives. Whatever target price point or customer, a fashion brand needs a clear proposition of fashion and value that is unique and drives brand expressions faithfully.

Part 1 > What are some key things to consider when creating an online based brand?

Part 2 > What sort of “due diligence” should brands do when conceptualizing their name/logo/etc?

Part 3 > What’s the first thing an (online) brand should do if they have a #prfail (they really mess up online)?

Kaboodle’s Fab @ Five Fête & Fashion Show

For those who don’t already know, New York is currently celebrating Internet Week. And these days, no such celebration would be complete without at least one fashion related event.

Last night, Kaboodle, the largest social shopping website, hosted the first ever crowd sourced fashion show in conjunction with Bloomingdales. The looks that went down the runway were selected through a Kaboodle hosted styleboard contest and worn by models of the media and blogger personality variety. Personalities like Meghan Peters of Mashable, and Yuli Ziv of Style Coalition strutted their stuff for the invite-only crowd.

I think creating a crowd sourced fashion show is certainly clever, especially considering how hot content (think, curated content through sites like Everlane) and events (think, Plancast) created and curated “by the people” have become these days.

Off the top of my head I can’t think of a better way for a social shopping to celebrate a five year anniversary, can you?

View photos of the event here and see a video of the event here.

Digital Fashion Trend: Content Curation

I’ve recently been involved in two conversations about curated content; discussing how it works, if it works, and if it’s the next big thing. I’ve also noticed that some of my favorite go-to fashion sites have content curated by their users. And just a few days ago, e-tailer Rue La La released a customer curated boutique. Fans of the brand’s Facebook page had the opportunity to vote for their favorite picks, which were then displayed on the Rue La La website.

Needless to say, this is one hot topic of conversation in 2011.

Defining Content Curation

An article I found from online marketing blog TopRank, includes insights about curated content by 10 thought leaders.

Paul Gillin, Consultant and Author of The New Influencers and Secrets of Social Media Marketing, defined content curation as, “the process of assembling, summarizing and categorizing and interpreting information from multiple sources in a context that is relevant to a particular audience”. He went on to suggest that this will be “absolutely essential” to content marketing’s future because of how media is evolving.

Another point discussed in the article was about who should curate the content. David Meerman Scott, author of New Rules of Marketing & PR and World Wide Rave said, “… the challenge is how can you do it in a way that’s interesting. You have to make a decision: Do you let the machines do the aggregation and the selection or do you let humans do the selection. It’s a huge decision, humans or machines.” What Scott was referring to of course, is the aggregation of data that sites like Expedia and Google have been doing for years.

I agree with both thought leaders. Content curation has to have some human element involved to work properly, otherwise the data is really just as aggregated as it has been for years. And, in age where you can quickly bookmark your favorite articles and post live updates from events from Twitter categorized by hashtags, the online world is only getting increasingly full of “stuff”. It is becoming increasingly important to implement savvy ways of sifting through the clutter to find and organize the information you really want.

Since online content is forever growing in volume, and the media landscape is expanding far beyond traditional publications (New York Times, Elle, etc.) to user generated content, it may be only a matter of time before the “go-to” sites for news (and online fashion inspiration) are more often than not, curated sites.

Curated Fashion Sites
Everlane: This site brings creative thinkers with good taste together. Each creative has a profile page, which shows their favorite menswear items found across the web. The company’s next step is to launch a store, for which these people will choose what’s actually sold. According to the site’s About Me page, they aim to bring boutique shopping online.

Paper.li (The Pretty Innovative Scoop): Paper.li lets Twitter users turn their newspapers into digital newspapers. While my paper, The Pretty Innovative Scoop, shows content that select people in the fashion and tech scene tweet, there are a growing number of fashion related digital papers, like the popular The Fashion-Tweets Daily.

Polyvore: This site is an online social shopping hub where users can bring in content from across the web to create “sets”, namely fashion looks. With 6.5 million monthly unique visitors, Polyvore is chock full of creative styling ideas that can be found in the form of digital collage.

Club Monaco’s CM Culture Club:Retail brand Club Monaco created this addition to their site about eight months ago so that each month, employees around the globe could share photos of their favorite styles, foods, and people. The page also features content added by well respected industry thought leaders in fields such as fashion and media.

Things to Think About

  • Can content be fully curated electronically after initial setup is complete?
  • Do all of the above sites fit within the scope of what curated content is all about?
  • How do you feel that curated content will fit into the media landscape in one year from now?
  • What other fashion websites curate content in a unique way?

Mark by Mark Zuckerberg- A Fashion Line Inspired by Facebook’s Main Man

Mark by Mark Zuckerberg is a pretty hilarious take on Marc by Marc Jacobs, but I really hope Zuckerberg’s overall “fashion sense” doesn’t spread any further than it already has because though he’s brilliant in many ways, he is not known for dressing well.

However, if I saw my boyfriend wearing the Mark by Mark Zuckerberg tee or Goldman Sack I would fall over laughing. Just please, please, please, guys, do NOT wear those jeans.

This hilarity was created by blogger Nathan, of On & True.com. Also, don’t miss Nathan’s take on what to wear for a Skype interview.

Happy Friday, everyone.

Branding in Motion: Part 3 of 4

An interview with Russell Volckmann on Branding in Motion

Image by Extra Medium

Ashley: What’s the first thing an (online) brand should do if they have a #prfail (they really mess up online)?

Russell:

Very relevant question and interesting in the way it was phrased. It implies a PR answer, but in fact more relevant for the brand attributes that need to drive the PR answer. In a sense, due diligence for any brand planning should be a disaster planning exercise also. Life happens, people mess up. However, by remaining faithful to the key attributes of your brand that early on should have been developed, those attributes should provide the answer to cleaning up messes.

The nuances of that PR response may be different for each company, but I think the basic tenets remain the same. Whatever nuances help shape the answer, the key is to be honest, authentic, and genuinely care enough to solve the challenge openly and by involving the stakeholders affected by the problem or challenge. Employees. Customers. Communities. The world. Because if you don’t do these things, and stay in alignment with your brand values, people will see right through the facade and begin shaping your brand in ways far worse than the mess-up itself. Sometimes irreparably so. As I mentioned at the beginning of our conversation, no brand can hide from the Internet, which has become a very dynamic and constantly moving forum for your brand.

Next time > Should (online) fashion brands keep anything extra in mind that brands in other markets may not have to worry about?


Part 1 > What are some key things to consider when creating an online based brand?

Part 2 > What sort of “due diligence” should brands do when conceptualizing their name/logo/etc?

Part 4 > Should (online) fashion brands keep anything extra in mind that brands in other markets may not have to worry about?

Bringing Fashion to Meetings at Facebook, Google, and LinkedIn

Recently, my friend Kristin Burnham, CIO.com’s social media writer (and voice of @CIOonline) mentioned she was making a trip to the  Bay Area this week for meetings at Facebook, Google, and LinkedIn. Like a lot of my friends, she asked my advice on what to wear.

If I were lucky enough to be in her shoes this week, here is what I would choose for each location.

Facebook: Keep it fun!

Google: Flats are a must for walking the Googleplex campus.

LinkedIn: A site tailored to business networking calls for a more tailored look.

What would you wear to a business meeting at one of these innovative companies?

This post was chosen to be a part of the IFB Links a la Mode: Tech Weekly Roundup

Fashion Is More Sociable Than You Think!

Edited by Christen Rochon

Being fashionable is not for the timid or weak at heart. Its ever-evolving, rapidly changing and new trends are born every minute! With the information age we currently live in, it’s only natural that social media platforms become launching pads on how we interact with fashion and share our fashionable lives with others. Fresh from last week’s Fashion 140 Conference in NYC – it is apparent that more and more companies and bloggers are using social media to connect with consumers & readers in intimate ways like never before. Here are a few examples on how sharing fashion has become more sociable than you originally thought…

LINKS À LA MODE: TECH – May 10th

If you would like to submit your link for next week’s Links à la Mode, please register first, then post your links. Deadline is Sunday, May 1st — get posting here and grab the code for your blogs here.

Polyvore’s Blogger Network Gets a Mini Makeover

Hey fashion bloggers, if you haven’t heard, Polyvore has upped the ante on set embed options so you can resize your sets before posting on your blog. And, the Polyvore Blogger Network now has a new home on the Polyvore site so bloggers can keep up to date on blog related developments.

As a member of the Polyvore Blogger Network, I’ve been added to their email list about blogger specific contests and information about upcoming meetups (when’s the next one in San Francisco?!).

After five years, Polyvore has 6.5 million unique visitors per month who create a plethora of digital collages featuring a super wide range of brands, celebrity style icons, and much beloved fashion bloggers.

Connect with me on Polyvore so we can inspire each other.