A presentation to fashion students on digital and fashion

1. Digital Amplification In the Fashion Industry How the World is no longer round…

3. How did we first perceive fashion? Cleo, GQ, Monocle, JUICE… Friends… Television/Movies Art & Design Architecture

7. Off their backs Farm to Farm…

8. Media Channel Explosion tv/drtv/itv* - podcasts* - viral* print - mobile* - blogs* digital media* - teleweb - live events radio/satellite radio - email* - sponsorship branded content* - direct mail - telematics gaming * - DVR* - VOD* mp3/iPod* - outdoor - retail POS packaging - search* - IM* digital video* - collateral - peer-to-peer* *Infinite possibility for personalized channels and individual programming 8

9. Channel Explosion (example – U.S. Market) 2008 1985 DRTV DVD (H) DTV Database Digital Cable Internet Direct Mail DBS Sync-to-Broadcast Cinema Beach Advertising Coffee Cups 7 Networks 12,718 Radio Stations 12,709 Print Options 150+ Cable Networks 500 Digital Channels Interactive TV Gaming Wireless Satellite Radio Millions of Websites Taxi Tops 3 National Networks 7,744 Radio Stations 2,722 Print Options 4 Outdoor Forms 9

10. In 20 years, 80% of all media to become digital 1930’s Print 1940’s Radio 1950’s B&W TV 1960’s Cable TV 1970’s Color TV 1980’s Pay Channels/HBO 1990’s Remote Control VHS 2000’s Satellite Delivery DVD PVR Digital Cable iTV VOD Internet HDTV 3G VOIP 4G

11. Something Interesting is happening to the landscape The power of “word of mouth”

13. Publishes real time

14. Mass broadcast across multiple social platforms and news feeds

15. How does this affect fashion brands?

16. Nicola Formichetti Comme des Garcons All of a sudden, everyone knowsfashion! Zac Posen

17. Defining how to market your fashion brand This is some boring SHIT..let’s look at some cool videos instead…

18. Let’s ask the Heidis’

19. How about AdiDassler?

20. What about that poor excuse of bossini in Japan?

21. JayJays Want to See things in 3D…

22. “Rightttt”…said Fred

23. Big Brands can afford to… Their intel on culture and what drives fashion gives them a head start However are you a follower?

24. Fred Perry Do it's own thing… rebel like and just don’t care

28. The Sad Story Of Levi’s

34. www.shirtfight.com Married couple of Judd & Marieta

35. http://hipstery.com/

36. http://www.lifesnotfairbutmyknickersare.com/ All about Fairtrade for Sarah & Julia

37. To Summarize Fashion is not how it was marketed back in the day Its subjective Difference between big brands and independents So how do I get out there and use this knowledge in my career?

38. - Social Chatter - Advocacy - Modification - Experimentation A Unique Offering A Story Believe Philosophy Way Of Life

39. Role Play Group Exercise You were just given $500,000! Yeaaaaaay! Now… In the most interesting and compelling way. Launch a fashion line that would not need a single mainstream media buy or fashion show. Use the tips that were given in this presentation. Show me clearly how you would do it with a strategy. Draw it out or just explain the ideas as a group. Exercise 1 Brand Manager, Fashion Designer, Buyer, Retail Manager, Packaging & Design Exercise 2 No Roles

40. Aaron Gomezaaron.gomez@yr.comTwitter: AarGoz Presented by