Posted 14 June 2015
Fashion festival business findings
I recently attended the L’Oreal Melbourne Fashion Festival Business Seminar 2010. I went with high expectations, from a world-class speakers list including Francisco Costa – Women’s Creative Director, Calvin Klein Collection, Sojin Lee – Co-founder, FASHIONAIR.com, and Sarah Curran – CEO of the UK’s fastest moving retail business mywardrobe.com. There was a strong focus on using the web to inform, promote and sell direct to customers. My personal highlights (that relate to Wolf’s clients) were: how online fashion stores gear their terms of trade (e.g. returns policies), and also the use of reporters and video to actively inform consumers. For example, FASHIONAIR.com has a team of reporters that create video blog articles and content. They literally had a team of six visit Melbourne as part of the festival, to generate site content!
Originally published 10 December 2014