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business Comment Editor's pick

The big writers you should know about in #fashiontech

writers

I’m always asked how I do my research. Short of listing every event I go to, and speaking about how to network and maintain contacts, the easiest answer is almost always about reading.

On the right hand site of this site you’ll find a list of go-to sources for other entities covering either fashion or technology, and occasionally both. I curate the highlights of many of these through the digital snippets posts on Fashion & Mash each week.

But otherwise, I ensure I keep tabs on my fellow writers in this space too. I do so not only through their writing, but what they curate via their own social media channels. Here’s a breakdown of some names to know about:

Lauren Sherman

Perhaps the most prolific writer currently out there, Sherman became New York editor for The Business of Fashion in August 2015. She continues to write for a number of other outlets, and put us all to shame with a tweet on January 6 (third day back at work after the New Year) linking to, yes, her third big story of the year. She brings a fresh perspective to BoF, a wider stream of thought and more embracing view. She also curates a regular newsletter with other must-read articles, and produces a podcast with hubby Dan Frommer, who also happens to be tech editor over at Quartz.

Lauren Indvik

Former associate editor at Mashable, then editor-in-chief of Fashionista.com, Indvik has been bringing the worlds of business and technology together under the fashion heading since the early days of her career. She has recently ventured into the freelance world in a bid to get back to writing more again, so expect to see some great pieces popping up from her all over the shop.

Vanessa Friedman

It goes without saying that Friedman of The New York Times is a must-read. She continues to critique fashion as much as she provides a true business view on developments in the industry as varied how fashion week is shifting through to what she really thinks about wearable technology. Elizabeth Paton, who worked with her at the Financial Times and now serves as European Styles correspondent for the NY Times, based in London, is also one to follow. She too contributes to the newspaper’s On The Runway blog.

Hilary Milnes

As retail reporter at Digiday, Milnes churns out stories 10 to the dozen, varying from the likes of How Tiffany found its Twitter voice to Retailers spending 200% more on skippable YouTube ads. Her work is a credit to Digiday and its willingness to wholeheartedly cover the fashion and retail space as much as it does many other industries. Milnes’ in-depth coverage serves as one of the strongest resources for keeping on top of which brands are doing a good job in digital. She also only graduated in 2013.

Marc Bain

As fashion reporter at Quartz, Bain broadly covers the business side of the industry, with some great stories ranging from Bangladesh’s factories still being ‘death traps’ years after the Rana Plaza tragedy, to The huge underclass of ghost workers making shirts in their homes. He also has his finger on the pulse across things like endorsements, advertising and market movements. Another one ticking the ‘prolific’ box, and keeping us all updated in the process.

Adam Wray

If this list so far doesn’t give you enough to get through each day, then Adam Wray’s curation abilities will. He pulls together everything one absolutely must digest daily about the fashion industry in the Fashion REDEF newsletter – an absolute necessity to sign-up to if you haven’t already. It literally does what it says on the tin, providing you with a full daily understanding of what’s happening in fashion from every angle. His rantnrave section at the top is usually very entertaining too.

Also worth checking out:

  • Rachel Strugatz has held the position of digital news and features editor at WWD for some time, and continues to write in-depth analysis on the impact of social media on the industry, as well as exclusives on what US fashion brands like Rebecca Minkoff or Ralph Lauren are doing with digital.
  • As retail editor at Business Insider, Ashley Lutz reports on a large cross section of consumer goods companies (including fast food), but there’s a good sprinkling of fashion in there too.
  • Natalie Mortimer at The Drum is another one who covers a wide variety of subjects, including food and drink as well as broader retail, but more often than not, a strong dose of fashion. She gets some good UK exclusives too.
  • Kate Abnett is a more junior member of The Business of Fashion team, but the one curating many of the best fashion and tech stories for the site.
  • And if you’re into wearable technology, most of the team over at Wareable are also worth checking out. Features editor Sophie Charara does a great curation job via Twitter too.
  • Last but not least, keep tabs on everything I’m writing either here on Fashion & Mash, or via Forbes.
Categories
mobile

adidas partners with MMA on Mobile Marketing Playbook

adidas_mobileplaybook

adidas is aiming to drive the development of the mobile marketing industry with the introduction of a new resource created in partnership with the Mobile Marketing Association (MMA).

The Mobile Marketing Playbook – available for members of the MMA – has been designed to help encourage brands and agencies alike to leverage the power of mobile as a core part of their marketing mix.

It explains when, where and how companies can consistently use mobile around the globe, taking marketers through the process of mobile strategy development from start to finish. It also provides “best practices around mobile executions, ways to leverage the myriad mobile vehicles, insights into mobile creative effectiveness and how companies can effectively measure and optimise mobile”.

Said Sheryl Daija, chief strategy officer of the MMA: “Mobile is inarguably the most global medium that marketers have in their arsenal today. Ensuring consistency in brand messaging and a consumer’s brand experience around the world is no small task for marketers.”

Added Victoria Havens, global senior manager of mobile at adidas: “The Playbook is our guide to help establish test and learn priorities, build best practice guidelines and, perhaps most importantly, to ensure our global approach to mobile is consistent. It allows our entire brand to fully grasp the power of mobile, making it an integral part of the marketing mix.”

The Playbook also has numerous case study examples. It will frequently be updated to reflect consumer behaviour shifts, and new mobile trends and innovations.

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Blocks Startups

Recommended listening: Refashion podcast

refashion

A new fashion and tech podcast has launched that’s worth checking out. Refashion kickstarted in April 2014 and has already featured interviews with the likes of Will Young, director of Zappos Labs; Melissa Coker of womenswear brand Wren; and Daniela Cecilia, founder of visual search app ASAP54.

Created for fashion entrepreneurs and business owners, the podcast aims to “highlight the hottest fashion tech startups and seek business advice from founders and fashion executives”, says its own founder Cristina Quitania.

Part of her mission, she says, is to help tighten the learning curve. “By bringing together the most influential players from each community each week, the Refashion Podcast has one goal in mind: to support innovation, creativity and growth – growth that both propels the fashion industry and ourselves. I stand for collaboration and a continuous curiosity to learn, and believe that these two things will build a transformed fashion community.”

Young talks about customer service for instance, while Coker focuses on how the brand achieved such viral video success with its recent First Kiss campaign.

A recent episode sees Andy Goodman, managing director at service design agency Fjord, discussing smart materials, nano technology and synthetic biology. From wearables to embeddables, this is a fantastic exploration of where science is leading us in the future, and what really we can expect to see.

There are also sessions with companies including Lookbook.nu, Everpurse, Mallzee and more. And I’m on there in my role as senior editor at WGSN, talking about what’s happening in social media trends for the fashion world, as well as how brands are balancing the role of technology from a gimmick versus truly ROI perspective.

Check it out via iTunesStitcher Radio and Refashion.co.