The Business of Fashion

Links | JC Report, Wear Palettes and Tom Fishburne

In the run-up to the Easter long weekend, which has already begun here in London, we thought we'd share some our new favourites for lazy Sunday reading from the ever expanding fashion  and business blogosphere.

JC Report
Not technically a blog, but now presented in a blog format, JC Report is one of the leading online authorities for thoughtful fashion content on the cutting edge. We've been working with Jason Campbell, JC Report's charismatic founder, on restructuring the JCR value proposition, launching a newly designed site, and engaging JCR's truly global fashion community. We're delighted with the results: daily news, editorial and intelligence that you can't find anywhere else.  The latest issue, released yesterday, features a denim hunter from London, shopping in Kuala Lumpur, and the masculine tailoring trend sweeping through the A/W women's collections. For the next month, the JC Report site is being curated by photographer Miguel Villalobos. Congratulations to Jason and his team.

BoF Recommends | The TED talks

We have recently become addicted to a series of videos from TED -- or, Technology, Entertainment and Design -- an annual conference where passionate people descend on Monterrey, California to listen to other passionate people, each of whom are given 18 minutes to give the talk of their lives. The idea is that the best ideas will spread, by sheer virtue of the combined influence of all of the mavens and connectors in the room.

The notion of the idea virus also happens to be at the core of Seth Godin's expertise. Godin gave this prescient talk at TED in February 2003 and declared to the world's leading thinkers: "No matter what we do for a living, we're in the fashion business!" 

Style.com: Sartorialising

WWD reports today that Style.com has concluded an agreement to sell advertising on the Sartorialist blog maintained by Scott Schuman, a former fashion industry staffer who left a fashion sales showroom to create one of the best known blogs in the fashion blogosphere.

Women's Wear Daily said:

A fashion label may get the best endorsement when its wares show up on a well-dressed city dweller photographed for fashion industry veteran Scott Schuman's popular blog The Sartorialist. But for those who want more direct brand promotion, Style.com and Men.style.com will begin to sell ads for Thesartorialist.blogspot.com beginning Sept. 1....

Fashion Television: Sartorialist, Blogging, Ford and Mentorship

In Canada, many young aspiring fashionistas cut their teeth on Fashion Television (or FT), hosted by Jeanne Beker. I accidentally happened upon the site recently and came across a veritable treasure trove of video content that is relevant to some of the topics recently debated and discussed on The Business of Fashion:

Fashion blogging
Any regular readers of this blog know that I have been a big fan of the Sartorialist, aka Scott Schuman, since I first came across his site almost two years ago. His was the first blog of any sort to really catch my attention because there was something really powerful about seeing clothes that are styled by real people on the street. It brings the clothes to life in a way that high-fashion editorial sometimes cannot.  FT does a great video profile of Scott that allows you to see how The Sartorialist came to be, explains how Scott thinks about his work and reveals that The Sartorialist is now receiving over 1.3 million page views per month. [You can see my own Sartorialist moment here]

The Sartorialist blog also opened my eyes to the potential of what the democracy of blogging could do for a fashion business, particularly emerging businesses with limited profiles and advertising budgets.  What if, for example, you could mouse over a sweater you like in one of Scott's photos and could discover who designed the sweater and where you could buy it online through phototagging (just like you can tag people in your photos on Facebook.com)? Its Fashion 2.0 folks and its only going to get more interesting.

There is a lot more discussion of the fashion blogosphere is in this video overview narrated by Jeanne Beker, highlighting the pros and cons of the fashion blogging phenomenon, which some say has resulted in a reported 2 million fashion blogs. Jeanne speaks to some of the world's leading fashion critics  (Cathy Horyn of the New York Times, Kate Betts from Time magazine, and Colin McDowell from the Sunday Times) to get their views on what blogging has done for them. She also speakss to the (love-him-or-hate-him) blogstar Perez Hilton.

Tom Ford's new store on Madison Avenue
FT also gives us a peek into the much-discussed Madison Avenue flagship recently opened by Tom Ford, and heavily criticised by some observers for being too exclusive and too expensive. Tom Ford gives Jeanne a personal tour of the store which provides some of Tom's own thinking on what he was trying to accomplish with the store. Jeanne does go through the price points in the store, which are truly astronomical,  including personalised underwear for $75.

Mentoring emerging designers
When emerging designers talk to me about setting up their own businesses, I often encourage them to try to get some time working in the studio of an established design house first.  This video outlines the mentorship of young proteges including Yves Saint Laurent (mentored by Christian Dior) to Francisco Costa (mentored by Calvin Klein) to Narcisco Rodriguez (mentored by Donna Karan). You can see how some of the industry's biggest names of today started their careers as apprentices to some of the biggest names from yesteryear.

© 2007 Copyright Imran Amed - The Business of Fashion. 
Scott Shuman photo courtesy of FT.

Cathy Horyn: On the runway

Although I don't always agree with her critical opinions, I have really been enjoying reading Cathy Horyn's new blog for the New York Times: On the Runway. Not only does Cathy use a more casual (sometimes downright catty) voice than in her NYT reviews, she has also started to attract a real community of fashion lovers who are engaging with each other (and with Cathy) actively through blog comments. Several characters have started to develop in the "On the Runway" community, including Autre, who has clear and well-stated views on many of the collections that Cathy has reviewed and on her reviews themselves. A veritable online frenzy often ensues, debating everything from Miucca's fabrics and Dries' prints to Stefano's cuts and Christopher's crystals.

It was very smart of the NYT to supplement its traditional fashion coverage with this community concept through Horyn's blog. It is the first successful execution I have seen on the NYT site to build a targeted community (read: loyal audience for advertisers) to take it beyond the transactional way most of us use to interact with news media. Instead of quickly digesting articles and then clicking somewhere else, readers are compelled to stay and engage each other in further discussion. This inevitably does lead to more clicks and return visits to the site, and much of it is driven through that oft-spoken-of concept of user-generated content.

I have been seeing this more and more on many news sites, including The Globe and Mail which enables comments for even its regular articles, through which sometimes hundreds of comments are posted. Style.com has also been working with the Sartorialist, who has a dedicated section on the site -- though for some reason, people here don't seem to be engaging as much -- especially when compared to the passionate conversations on the Sartorialist's own blog.

In a previous blog on the business of blogging, I spoke of how many fashion editors are being asked to write blogs in addition to their regular responsibilities. Not everyone is happy about it. But, having seen Horyn's blog and the proliferation of new fashion content on the Internet, this seems to be the only way the traditional players are going to be able to keep up with the upstarts. However, it's the old adage of "Content is King" that still prevails. Only so long as the content remains good will this strategy prevail. I look forward to seeing where Cathy takes the blog in the future.

The Sartorialist strikes again

This evening, as I was making my regular rounds of favourite fashion blogs, I spotted a photo of my friend Sarah that was taken by The Sartorialist (for Style.com) at the Louis Vuitton show on Sunday. In typical Sarah fashion, she has her phone in her hand and was probably busy texting when Scott asked to take her photo. It is also typical of Sarah to look beautiful in the most natural way.

Photo courtesy of Scott Schuman for Style.com.

Spotted by the Sartorialist

On New Year's eve, I was informed via text message from Montreal that there was a picture of me in the December 2006 issue of American GQ. I had no idea about it. As I was in Cape Town at the time, it took me awhile to track it down and figure out how this happened. As it turns out, one of my favourite fashion bloggers, "The Sartorialist" aka Scott Schuman was in London and, unbeknownst to me, snapped a photo of me walking down the street. Very cool. Thanks Scott!

What Scott has done is really quite smart. He followed his passion by photographing and then blogging about stylish people on the street and has now managed to convert this into a bonafide career and business. Style.com, GQ and others now pay him to do what he loves. If you haven't seen his site and are remotely interested in street style and fashion, I highly recommend checking his site out: www.thesartorialist.blogspot.com. You can check out his other contributions to GQ here: http://www.thesartorialist.com/press_gq.html.

Click to Enlarge [Source: GQ Magazine, December 2006. Photographs: Scott Schuman]