2-nd Sportswear International E-Fashion Summit

22.11.2011, Steigenberger Hotel Metropolitan, Frankfurt / Main

The power of “e” – How to establish and sell your brand via web or smartphone

It’s round two for the Sportswear International E-Fashion Summit. An indispensable must for everybody in the industry who truly accepts the challenge to perform successfully online and mobile.

The Topics
• Hot stores and brands online – Highlights, developments and strategies
• Trends in e-commerce – How will the new retail landscape look like and what does this
mean for key participants and investors?
• Trade shows and showrooms – Where to present your brand online
• Local, social, mobile, online – How to sell today
• Tools of brand making, brand selling and brand advertising –
How to create an overall image of your brand in the online world
• Talkable brands – Commitment in times of non-binding nature
• Like, click and buy – How to turn a fan into a loyal consumer
• Shopping 3.0 – Outlook of retail and e-shopping. What is the recipe of e-success?
• Social media for fashionistas – How to get in touch with your brand’s consumers
• Facebook vs. Google+ – How many social networks does a fashion brand need?
• Fashion shopping experience – How to create customized and branded storefronts on
Facebook

MORE INFO, PROGRAM DOWNLOAD

E-(MOTIONAL) INTERACTIVE VIDEO TECHNOLOGY will be presented at the summit.

Marina Garzoni, Andrey Golub are the speakers!

Milan Twestival 2011

RITORNA IL TWESTIVAL: PER LA PRIMA VOLTA IN ITALIA A MILANO!

Si terrà il 24 Marzo, presso l’11Clubroom di Milano, l’evento di raccolta fondi più importante a livello mondiale: il Twestival!

L’evento, nato nel 2008 per iniziativa degli utenti di Twitter, ha l’obiettivo di sostenere la Fondazione G. & D. De Marchi Onlus nella lotta costante alle più diffuse malattie infantili. Potete partecipare tutti, collegandovi su www.milano.twestival.com ed acquistando il vostro biglietto d’ingresso per la serata milanese, spendendo 15 o 20 euro, a seconda delle vostre possibilità.

Sarà un evento imperdibile per divertirsi, mangiare, stare in compagnia e, soprattutto, aiutare chi ne ha davvero bisogno.

E’ il più grande evento universale di raccolta fondi e, da quest’anno, per la prima volta, sbarca anche a Milano! Il 24 Marzo 2011, a partire dalle 20:30, presso l’11Clubroom di via Toqueville, nell’esclusiva zona Corso Como, potrete partecipare al Milan Twestival, per aiutare e divertirvi in contemporanea con le più importanti città del mondo!

Nato già quattro anni fa, per opera degli utenti di Twitter, il Twestival rappresenta il più straordinario evento con l’obiettivo di sostenere economicamente un’organizzazione benefica locale. Aperto a tutti coloro che vogliano uscire dalla rete e incontrare dal vivo i bloggers milanesi, è l’occasione giusta per trascorrere una divertente serata in compagnia, appoggiando una buona e soprattutto concreta causa. Perché Twestival non è soltanto solidarietà, ma è condivisione, spettacolo, intrattenimento.

L’intero ricavato del Milan Twestival sarà devoluto alla Fondazione G. & D. De Marchi Onlus (www.fondazionedemarchi.it). Quest’organizzazione è impegnata nella costante lotta contro le più gravi malattie infantili, tra cui tumori, talassemie, leucemie e molte malattie del sangue. E lo fa presso il Centro di Ematologia ed Oncologia della Clinica Pediatrica De Marchi di Milano. L’entità delle vostre generose donazioni sarà utilizzata, in concreto, per pagare le borse di studio ai medici che operano nel day hospital e in reparto, oltre che ad aiutare le famiglie dei bambini malati e bisognosi di sostegni economici.

Com’è nato. Per sottolineare il valore di quest’iniziativa, ricordiamo che Twestival nasce dalla forza, sempre crescente, dei social network. Twitter, per esempio, raccoglie in Italia circa 1,3 milioni di utenti. Facebook ne conta addirittura 17 milioni. L’evento è nato, in particolare, nel settembre 2008, da un’idea di Amanda Rose ed alcuni amici: utilizzare proprio i social network per coinvolgere le proprie reti di cоntatti in un’importante iniziativa di generosità umana. Dal 2008, il Twestival si è propagato velocemente per centinaia di città a livello globale, contandone finora 202 e riuscendo a raccogliere più di un milione di dollari in sostegno di diverse associazioni benefiche.

• ISCRIZIONI: http://www.amiando.com/Twestival2011_milan.html
• WEB: http://milan.twestival.com/
• FACEBOOK: http://www.facebook.com/milantwestival
• YOUTUBE: http://www.youtube.com/user/twestivalglobal

and…

• TWITTER !!!:http://twitter.com/milantwestival

P.S.

• EVENTO SU TWEETVITE: http://tweetvite.com/event/milantwestival
• EVENTO SU FACEBOOK: http://www.facebook.com/event.php?eid=115167798560607

via LuisaViaRoma‘s Blog

Check out our video recap of the magical past 3 days including special guests Neil Barrett and Eva Cavalli who were both in attendance throughout the event, chatting to our blogger friends about the fashion industry and new forms of social media.

more info: http://blog.luisaviaroma.com/firenze-4ever/

The Present And Future of Product Information

via thenextweb.com.

• note Andrey: It looks like this article was written just in order to introduce e-(motional), the TRUE Interactive Video Technology by Moda e Tecnologia Srl . Thank you TheNextWeb!

As the fight to stand out and remain relevant above the noise online gets harder, the information that frames a product sold has become an important element for both the buyer and the e-tailer. The content that goes with a product has gained significant gravity in the equation that defines the sales of a product, from user generated content such as reviews and comments about a product, to product description and manuals. The growth of social media and the increasing influence of word-of-mouth marketing have dictated the importance of adding content on e-commerce sites that would urge the customers to share info about new products on their social networks. This content has become an integral part of the customer’s experience and can make or break a sale.

A picture is worth 1,000 words: Images are a very important part of any e-commerce site. The five senses play a major part in our buying decisions but e-tailers can only use just two to make their products more appealing: vision and hearing. Apart from providing a rich high quality photo gallery to show every aspect and detail of their products, many e-tailers prefer to add to a written product info and a video description of the product like Zappos. Zappos videos feature next-door people who introduce themselves in the beginning the video instead of professional models with voice over, to create a more relatable feel. Then there’s Asos, who prefers to feature catwalk videos of its clothes. Further away from the old-school telemarketing are the videos featured on Youtique by French connection, a YouTube store, where instead of “dry” infomercials, they present the clothes while giving away styling tips for different occasions or with humorous how-tos like: How to eat spaghetti – in a gorgeous dress and bolero. Video is a great communication tool for your e-shop, as it allows a deeper experience with the products, but you need to figure out the style that appeals to your audience. Remember to upload it in a form that’s easy to share on social networks, for instance on Zappos and Asos, although the product page is easy to share, the video itself is not, unlike the case of Youtique.

Copywriting: Especially when it comes to fashion, the line between an editorial and an e-shop has completely blurred with e-commerce sites like Net-A-Porter running their own magazines and on then editorial sites like Refinery29 launching e-commerce sections. A great example of practical information presented in a “shareable” way is J’aime mon carre by Hermès, which shows different ways one can wear a Hermès scarf. Unfortunately this mini site is disconnected from the Hermès boutique so one can only look at the scarf and see the design’s ID but not shop it directly. Even simple short texts like the ones that describe Groupon deals play their part into attracting the consumer and spice up the experience. Groupon counts many writers among its staff (as of September 2010, 70) and has an entire style guide to help its writers find the right words to describe the deals. Keep in mind that while you want your text to be engaging, you need to convey the product info in a clear way so that the consumer will get the necessary info with the first scan of the text.

In-store: More and more customers look up product info online while shopping in-store, either by manually searching on the Internet or by scanning products’ bar and QR codes. BestBuy has included 2D bar codes in store to enhance the off line shopping experience. The customer can scan the codes with the BestBuy app and discover product info, offers and rewards. Many food and beverages companies enable the consumers to find out information about their products’ origins online by entering the product ID in a web app. Coca-Cola UK has launched a Web app that allows consumers to trace the environmental impact of their can or bottle of Coke. Other examples are Dole Organic which gives the consumers a tour of the farm their fruit came from once they enter the fruit’s sticker number online; Askinosie chocolate provides the customers their chocolate’s background once they enter their ‘Choc-O-Lot’ number, and more. People will look up products before they shop anyway so you might as well embrace this part of the shopping experience and curate the information needed in an easy to access and navigable way. Openness and honesty are the basis of any good dating profile and product description, so make sure you get back a: Like!

Social Media Content: The reviews of friends and family spread across different social media platforms are worth equally if not more as the information you put up on your e-commerce site. No way to ignore them anymore, so try to find a way to add information from the customer’s online network as a social layer on your e-shop. Levi’s has managed this with the Friend’s store showing what your Facebook friends liked through Facebook connect, same thing Amazon has done with Facebook connect (beta), providing gift recommendation for friends and birthday reminders as well as Amazon products recommendations based on your personal profile. Marissa Mayer in her recent LeWeb interview talked about social and real-time search and that taking into account parameters like the user’s location and tastes, comes up with curated results according to his context. For instance she said: “If you’re sitting in a restaurant, can we pull up the menu? And can we pull up a menu that isn’t the menu that the waiter would have just handed you, but a social menu – where you can see what other people have ordered, what other people like, how’s it’s been marked up.” How will e-tailers handle contextual user-generated content and integrate it in their online presence?

In a competitive market place shifting fast to catch up with the latest technology innovations, the question raised is how to enrich and handle your product information in order to stay relevant throughout all the various communication channels. What do you think the future of product information looks like?

Fashion Branding 3.0 La multicanalità come approccio strategico per il marketing della moda.

Le regole del marketing nel settore del fashion sono in deciso mutamento: questo volume offre a manager, imprenditori, addetti del settore moda importanti indicazioni ed esperienze. Esamina il fenomeno della multicanalità da tutti i punti di vista: dalle strategie di retail, ai temi dell’e-business (e-commerce, infocommerce, m-commerce, logistica e supply chain), all’utilizzo degli strumenti di brand management 2.0 e social media, al ruolo del concept store design.

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