Tag Archives: fashion

How to advertise your business differently

We all are creative. Why? Just because without creativity it is almost impossible to establish  a business. In the world of the cut-throat competition thinking outside of the box is essential.

Lots of you have hobbies or even already jobs. Or in planning to launch its own brand or to commercialize finally what you are doing. But did you think how to advertise your business properly? And it is not about Facebook Ads Manager and billboards.

Kavyar – it is the platform with lots of magazines that provide the opportunities to advertise your business. Here I need to mention that this platform is relevant only for those who have its own magazines, brands, online businesses where is possible to put an advertisement, or you are a photographer, makeup artist, stylist, model, the CEO of model agency, the CEO of production agency or you are a producer of campaigns. It is all about creative people or owners of fashion and advertising businesses.

What does «Kavyar» provide?

  1. A huge range of magazines to be published in. Let’s consider, that I’m an owner of the newly born fashion clothing brand. Then I invite a producer and discuss with him or her an upcoming campaign. Then producer gathers the whole team of photographer, makeup artist etc. Then we conduct a successful campaign. Then, how to advertise? As the owner of the newly born brand, definitely I don’t have a huge team with marketing specialist, for example. But I know about this platform. Here we go: just to choose the magazine that is appropriate for your campaign (style). But the most tricky thing here is that not all submissions can be accepted. There you may see paid and free options. Even if you pay for the advertisement in the printed or digital magazine, there is no guarantee that your submission will be accepted. If not, you will get the full refund. After paid option you will get the feedback as soon as possible, after free submission you should wait some days or weeks to get the answer if your submission is accepted.
  2. Motivation. To be published in magazine can be beneficial even for the manager or for the CEO. However, to achieve this goal you have to have really qualitative content. If your campaign is done with professional tram, editors of the magazines will definitely accept you.
  3. Feedback. The only one source of improvement. Here you can find your favorite magazine and ask for the feedback on your portfolio or campaign. This option is always must be paid, however, the price of it usually less than 20$. Little price, but huge development. Just submit, and editors will assess your work carefully and strictly.
  4. Portfolio. When customer sees that your brand is published in magazines or it is just your service, he or she will definitely identify you as a stylish brand or as an expertise.
  5. Recognition.
  6. Possibility of being caught by more successful brands that can offer you a collaboration.
  7. Low prices for the huge improvement. Here everything depends on the brand name of the magazine, that’s why prices are different. You can pay nothing and be accepted or you can pay 60-350$ for the guaranteed submission. To come back to the 1 point, if magazine doesn’t like your campaign, it will not be accepted even if you pay, however if they like it, you will be calmer by faster response. It is also business for them. At the very beginning we don’t have finances for ads in «Vogue», but we need to create a BRAND, and this platform is the best solution.
  8. Strict deadline. You can improve time management skills.
  9. Advertisement. Lots of people who buy these magazines or just watch them online will see your brand name.

Usually you have to wait till the approval from the magazines for weeks or even months at best. At worst they just don’t answer you. And you never know when is a deadline or what is the topic of an upcoming issue. With «Kavyar» it works differently.

From the point of view of the business, owners of the Kavyar gave an opportunity to the magazines to earn money. So they established connections with their editors and offered such a possibility to be at this platform, but to take the commission. Kavyar gathers all the data as well as magazines: pictures, interviews, gmails, team credits, instagrams and payment credits as well. Magazines earn, platform earns and customers get what they want afterwards : recognition, good portfolio, consequently, they attract new customers.

Thats the aim of the platform.

Try to find more creative approach from the marketing perspective, it is highly appreciated in the world nowadays. 

Sources:

  1. https://kavyar.com/get-published
  2. https://www.youtube.com/watch?v=1iBrw7cKvhc
  3. https://retouchingacademy.com/kavyar-takes-the-fuss-out-of-magazine-submissions/
  4. https://nextcorps.org/project/kavyar/
    Here you can see how platform works in practice:
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The biggest problem of the ecommerce fashion industry

Year by year we can observe a huge increases in fashion sales. Online sales are slowly becoming the most important part of fashion companies’ revenues. But the Internet creates kind of a wall, which is slowing the whole process and contains us from successful shopping.

In the recent years, fashion and apparel has become the fastest growing e-commerce category and the second largest after consumer electronics, growing form $375.6 billion in 2012 to $481 billion last year. Analysts predicts that the revenue will reach over $700 billion by 2022.

Buying clothes online means that we are not able to try them on and make sure the size fits us. This is why fashion companies have to struggle with a huge percentage of returned products (especially in the winter holiday season), which is something between 30-50% of the whole sales, which causes tremendously high costs connected not only with a return shipping, but also other processes needed to get the product back to the stock. Returns are growing even faster than the revenues, increasing 94.8% over the most recently measured five-year period. Moreover, over 4B pounds of returned apparel end up in landfills annually.

“What we hope to do with technology is make that growth rate slower.” Said Roger Graell, director of e-commerce at Spain’s Mango, which expects to make at least one-fifth of sales online by 2020.

Since 2012 there was plenty of startups which were trying to solve the problem with size fitting. Millions of dollars were invested in projects which were making kind of virtual fitting rooms (Avametric, Fitiquette), 3D scanners (Body Labs, Nettelo) and AI based algorithms (Virtusize, Pixibo). Most of them do not survive these days.

However, in 2016 three Ukrainian engineers created a technology, which allows people to scan their bodies using a smartphone’s camera. Their startup (called 3DLook) is implementing its technology to fashion retailers’ online stores. Thanks to that customers are able to measure themselves by taking 2 photos (from the front and from the side) and thanks to that can find out what is the perfect size for them. Technology is simply comparing customer’s measurement with producer’s size table.

3DLook claims to use advanced machine learning, AI and image processing to achieve their results. Recently, they got funding of $1 million for further development. Their technology can be a huge step forward successful apparel online shopping and, according to my research, fashion retailers hope it to be so.

And what is your opinion on this case? How many times did you buy a wrong size of some new clothes? Do you think that such technology is going to solve this problem? Let me know down below!

 

Sources:

https://www.reuters.com/article/us-onlineapparel-returns-focus/online-clothing-retailers-hunt-for-better-fit-to-cut-costly-returns-idUSKCN1OK1E2

https://www.ted.com/talks/aparna_mehta_where_do_your_online_returns_go?language=en#t-98979

https://www.retaildive.com/news/forrester-online-fashion-spending-outpaces-overall-digital-sales/522227/

https://independentretailer.com/2018/12/27/ecommerces-serial-return-problem/

https://www.businessoffashion.com/articles/fashion-tech/can-technology-solve-fit-problem-fashion-e-commerce

https://www.shopify.com/enterprise/ecommerce-fashion-industry

https://techcrunch.com/2018/07/30/body-scanning-app-3dlook-raises-1-million-to-measure-your-corpus/

https://3dlook.me

 

 

 

 

 

 

 

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See now, buy now – is this popular trend going to last?

See now, buy now is a model that became very popular during last years and was introduced by many well-known fashion brands. This was supposed to be a way to decrease the amount of time between new collections were shown on the runway and than hit stores. This was invented due to the fact that people no longer want to wait six months to buy something that they saw on the runway. They are getting bored and forget that half year earlier they saw something that they liked. They want to have it now as they see it. Considering that you can have basically anything you want ordered and delivered the next day it doesn’t make much sense to wait for new collections six months, does it?

Brands like Tommy Hilfiger, Ralph Lauren or Burberry, world-class designers create digital runways. Their fashion shows are streamed and thousands of people around the world can watch it at the same time as people sitting in front rows at the show, wherever they actually are. At the same time as they see the presented products they can order them online, sometimes through special applications or just through the regular websites. It’s an instant shopping and consumers seems to love it. After the show, new products are often sold out already, but it is rarely said out loud how many items where even available for sale.

Tommy Hilfiger makes the experience even better because since he started producing capsule collections with worldwide known and very popular model Gigi Hadid, the fashion show includes not only a catwalk, but for example a bunch of other additional attractions such as a whole amusement park build especially for the night of the show. Customers that are not even there can see everything starting from backstage where Gigi is designing the collection because it is all shown on the brand’s Instagram account, continuing to backstage with models right before the show starts, all looks on the runway and then the special attractions prepared for guests. You can feel like you are there.

It looks like fashion is going forward, adjusting to the new times but not everyone agrees. Tom Ford who actually also introduced this model said that starting with the season spring/summer 2018 he is going back to the old calendar because the industry’s system is not ready for the changes. He admitted that certainly this is the way for fashion world to change but for now they are not ready and he will proceed the old way.

According to how everything is changing nowadays and how fast we can get things that we want, in my opinion this is a right direction for fashion industry. I myself don’t like to wait long time for something that I like right now and I know people younger than me are even more impatient. This may be a good solution for cheaper brands, because they target younger people and this way they could show how consumer oriented they are.

What do you guys think about this model? Is it a future or rather an experiment?

Here you can see what people related to fashion industry think about it:

Resources:
http://avanti24.pl/Magazyn/1,150433,21430697,see-now-buy-now-o-co-chodzi-i-jak-z-tego-korzystac.html
https://i-d.vice.com/pl/article/mbvvbx/tom-ford-konczy-z-see-now-buy-now
https://i-d.vice.com/en_au/article/vbe5kd/the-shoppable-runway
https://www.thecut.com/2017/03/see-now-buy-now-fashion-effectiveness.html

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Interactive fashion: are people ready to adopt it?

Have you ever thought that your clothes would assimilate with your body?

Just imagine, your all-natural reactions, behavior and processes are now all captivated by the shoes that you are wearing every day, some T-shirt, dress. Can you come with the idea that your favorite sweater might change a color every time you catch a flu or that you would be able to see the ignorance or anger of the person not through his facial mimics, but due to the movement of the fabrics in his or her shirt?

In the near future, it can be used not only as the protection from the outside of your body factors, but as a real part of you that compliments you, your physical processes and would be an integral part of the communication with the surrounding world.

Nowadays, such assumption is already not a fantasy, but a real fact. There are already created numerous examples of the clothes that seem to not only provide comfort, but to visualize and assist the hidden physical and mental processes of the human body.

The well-known fact is that, people have always been demonstrating their individuality through the clothes they are wearing, in order to create a specific social position in the conversation with others. In fact, the innovations in technology have provided us with the opportunity to express ourselves in a broader way.

The use of technology in fashion is now no more a tool to produce the clothes, but a new way to execute the human’s inside vision.

The newly invented fabrics and materials can correspond and show up the human’s emotions and condition. In result, a person wearing such clothes will be already unique due to the uniqueness of his or her own emotions and feelings, because the inner world of each human is already exclusive.

Therefore, as well, the high-tech clothes would be able to open a real conversation with a human body itself and due to physical factors and sensory processing the clothes would be able to interact with the body and, consequently, transform itself to satisfy the wearer.

Spider Dress

The Dutch designer Anouk Whipprecht through the combination of fashion and robotics has created a new realm of personal space. Due to the ability of biosensors to catch any evidence of a dress wearer feeling threatened, the robotic spider legs, built-in dress, create a “spider attack” position.

Social Escape Dress

As well, as Anouk Whipprecht, the designers from Urban Armor have been working on the problem of the personal space within a big city. In fact, the Social Escape Dress is equipped with GSR sensors (Galvanic Skin Response) that indicate a strong feeling of stress. As a result, the dress would emit a cloud of fog from the collar, if the wearer feels stressed and uncomfortable in any surrounding.

(NO)WHERE (NOW)HERE

By experimenting with the smart fabrics, robotics, sensory processing and eye-tracking technology, the Montreal designer Ying Gao got a chance to create the garment, which is complimenting its “user”. It is a series of two dresses, which have the ability to change the form and light up, if someone is looking at the person wearing these dresses. According to The Culture Trip: “It is normally the wearer who notices your gaze, not the clothes themselves, but this innovative creation has everyone’s head turning”.

Swarovski gemstone headpiece

The creative group “The Unseen”, headed by Lauren Bowker, has always been mixing the fashion and science. The Lauren Bowker, as the press calls her, “The Alchemist” has come with the invention of the ink that changes the color of the item it is applied on. Among a large majority of her inventions, like the hair dye that changes color, the headpiece created for Swarovski is the one that is acting in accordance with human body condition. The headpiece is constructed by the gemstones, which have been specially grown and later covered by the specific ink, created by Lauren, to become real indicators of the shift of amount of energy of the human. In fact, when the gemstones “feel” the transition of the condition of the human, they change color.  As the Dezeen has stated: “Excitement, nerves, and fear all produce different colours; and quicker shifts in emotion create more dramatic patterns.”

Bubelle emotion sensing dress

About a decade ago, Philips have been experimenting with the combination of smart electronics and fashion and, in fact, there was created one of the first garments that react to the wearer’s emotions. The dress is covered with numerous LEDs that illuminate and change colors due to the emotional condition of the human. Such changes are caught by the bottom layer of the dress, in which there have been installed the skin sensors.

Caress of the Gaze

Behnaz Farahi has developed an interactive garment. The 3D printed collar seems to become an artificial skin that due to built-in camera is able to catch the gaze of the other person and react on it by the lifelike motions. The garment is equipped with the Shape Memory Alloy actuators, which work as a muscle system for this 3D printed “skin”. The idea is to create a conversation not only “person to person”, but “person to person to clothes”.

To conclude, the technological innovation and, in fact, technological symbiosis with fashion have given us the ability to create a new way of expressing ourselves and interacting with the outer world through demonstrating our real inner processes. There, the clothes become a medium between a wearer and the surrounding. Such processes are assisting a human to enter a different level of interaction with the others, where the garment might become an equal conversational partner for people and the world.

But is it the thing that a person wants? There, step up millions of ethical questions. Would we be able to uncover our thoughts, our mood, health status, etc.? Would we be able to sacrifice the privacy of our own bodies and show up the real “I”?

 

Sources:

racked.com

dezeen.com

dazeddigital.com

businessinsider.com

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Evrnu – creating the future of textiles!

“One person’s trash is another’s treasure.”

Textile and clothing recycling is a beneficial activity for both sides – we have companies which are providing us with needed clothes and on the other hand we have customers with specific needs, tastes and preferences. Each year we buy lots of new clothes which are more trendy or just because we like them, not because we really need them. People throw away their old clothes every year statistically each American throws away 37 kilograms of textile and clothing per year! Only 15 % of this number gets donated or recycled. Why shouldn’t we make it 100 % recycled?

09_09_OldClothes_01

 

Evrnu is a startup with specific social purpose. This company is registered in the State of Washington, USA. By 2014 Evrnu started collecting money from investors. Evrnu makes cotton recyclable. People create 12 millions tons of textiles each year. Millions tons of clothing are landfilled but soon it will only be a history.

Evrnu makes cotton recyclable, taking the millions of tons of garment waste and up cycling it into premium fiber for the use in new, high-quality garments.

Znalezione obrazy dla zapytania evrnu

Facts about clothing industry worldwide:

China’s Textile Industry is the largest producer of cotton shirts worldwide, creating an output of 60 million garments a year. This is nearly 54% of the world’s total production. Now think about the producing process.

To produce one t-shirt company must use 700 gallons of water! Each year China is using 2,5 billion tons of wastewater every year only for textile industry.

 

Evrnu makes cotton recyclable, taking the millions of tons of garment waste, and upcycling it into premium fiber for the use in new, high-quality garments

Facts about clothing industry worldwide:

China’s Textile Industry is the largest producer of cotton shirts worldwide, creating an output of 60 million garments a year. This is nearly 54% of the world’s total production. Now think about the producing process.

To produce one t-shirt company must use 700 gallons of water! Each year China is using 2,5 billion tons of wastewater every year only for textile industry.

They give the opportunity to recycle the products that they already made by those brands. As an example,  Levi Strauss and Co. company produce first pair of 511 model jeans by using five discarded cotton T-shirts and the Evrnu technology. This available to use 98% less of water during the overall process of production.

 

Znalezione obrazy dla zapytania evrnu

How supply chain with implemented Evrnu technology looks:

Resource extraction and waste are eliminated! New fiber can be produced from the products we are throwing to garbage.

 

“One person can do a lot but a team can achieve impossible.”

 

If you would like to get more information about the Evrnu company here you can find video:

Sources:

Levi’s comes up with jeans composed of cotton waste

https://www.evrnu.com/blog-posts/2016/5/20/gotta-break-it-down-to-build-it-up-1

http://www.newsweek.com/2016/09/09/old-clothes-fashion-waste-crisis-494824.html

https://www.evrnu.com

Levi Strauss & Co. + EvrNu Create First Pair of Jeans From Post-Consumer Cotton Waste

https://www.thebalance.com/textile-recycling-facts-and-figures-2878122

https://cen.acs.org/articles/94/i26/Cleaning-clothing-industry.html

https://www.indiegogo.com/projects/evrnu-the-future-of-apparel–2#/

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Ivyrevel Digital Fashion House: Discovery or Empty Promise?

Ivyrevel is a clothes brand founded in 2003, which officially is a part of H&M global business group since 2016. It was co-founded by popular Swedish fashion blogger Kenza Zouten Subosic, and have been heavily promoted by her through social media channels as well as through her blog (kenzas.se). Ivyrevel already has been on the market for several seasons, but last year the founders have decided to offer a brand new and innovative relaunch that will turn it into the first truly digital fashion house. H&M is a major investor to offer strategic and production support. Another partner is Paypal, which is supposed to provide advisory services on payment and distribution issues.

Ivyrevel clothes are inspired by urban contrasts, strong independent women and by the contemporary now. Its style is polished, loud and extrovert with feminine silhouettes and ample amounts of attitude. It follows fashion trends and continuously releases new items with no pause, by reacting to latest fashion drifts.

The creators of the brand say that their site is their palace, their home, their one and only shopping window to the world. Consequently, you can find Ivyrevel clothes only online and there is no single physical store or a showroom to come try the clothes. Nevertheless, Ivyrevel ships worldwide and their clothes can be bought through many various e-commerce platforms, such as German Zalando or British Asos, and with the support of such a giant as H&M, it makes Ivyrevel a recognizable brand all around the world.

Using the hype around the brand relaunch, Ivyrevel announced that they are partnering with Google to bring couture into the digital age with the Data Dress – a personalized dress designed using a smartphone app developed by Ivyrevel and Google. The app tracks each user’s activity and lifestyle which is then interpreted into a truly unique, and on-trend, custom-made Ivyrevel dress.

”It’s such an exciting moment. We’re about to change the fashion industry by bringing the customer’s personality into the design process through data technology. To get a unique piece of clothing today you need to either buy a custom-made design piece or design it yourself, but that is generally not an affordable option and most people lack the design experience. The Data Dress enables women around the world to order a dress made entirely for them, that reflects the way they live their lives,” says Aleksandar Subosic, co-founder of Ivyrevel.

You ask how does it actually work? At 2016 Google I/O developer conference, Google introduced a new Awareness API that would allow for smarter applications that could understand where you were, what you were doing, what’s nearby, and even the weather, in order to more intelligently react to your current situation. In 2017 Google introduced a new application that’s taking advantage of this sort of data in order to…design you a dress.

Through a forthcoming Android application, users can consent to have their activity and lifestyle data monitored – by way of the Awareness API –  to create their own, personalized, custom-made dress that’s ordered through the app. Now it is officially called the “Data Dress,” says Google.

The idea is that you can translate your life and your lifestyle into a unique, wearable look sounds promising, but in reality, the resulting creation mainly displays your routes and routines as lines on a map, sans street labels and points of interest. But who would like to wear a roadmap?

Creators have promised that the app will release later this year, but still, there are no signs of progress.

 

Sources:
ivyrevel.com

kenzas.se

techcrunch.com

fashionpost.pl

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