Hello! Lovely to meet you!
Welcome friends! Lovely to have you here. So where exactly is "here"? And what on earth is a ThinkerBelle? "Here" is a blog space on all things that interest this little strategist, namely design, social media and technology. I like to think that "ThinkerBelle" (my strategist persona) lives at the intersection of these three domains. I hope you enjoy this space, please comment and don't be a stranger. I appreciate you being here. Follow me in the tweetverse if you like @thaz7.
Latest
Fashionably Social.
Democratisation of fashion. The fashion houses are no longer sacred places where few will ever venture. The digital world changed everything about fashion-from simply changing WHO gets front row at a show (move over editors of Vogue, the Sea of Shoes blogger is wanting her space and her target is just a bit more relevant these days) to shows being streamed live to simply being open (as a brand) to talk back to those adoring fans such as the great efforts of Burberry. And yes, now that I’ve spent much time with it, I do love the Art of the Trench. It gives people a place to learn, play and share, all under the guise of a branded experience–the basis of a real social idea. Glorious. http://artofthetrench.com/
There are naysayers who believe that losing that elitist cache of the ever sacred “brand” will take away its inherent value. A luxury brand has no place being social. I would argue the opposite. Like it or not, being social will increasingly become the marker of the value of your brand. It’s not about throwing up a twitter or facebook page, but finding that special social idea, like Art of the Trench, that will make your brand come to life for those who love it. Or look at Hermes (yes, you heard me right Hermes), who has started to dip their toe in the digital world, with quite a lovely site, which gives you the opportunity to design your own Kelly bag and interact in a quaint “Hermes world”. http://www.hermes.com/
It’s about people taking ownership in something, feeling as though they belong to this world of fashion-the new world is about inclusion, not exclusion. Approachability is not a dirty word anymore. Speak to people as people. Respect their intelligence.
Many wise people have written about the changing face of authority or influence in the communication model. The “death of the influencer” may be at times a bit overstated, yet there is a lot of truth to what the OLD notion of “authority” is. Today’s consumer doesn’t want a stogy fashion editor to tell her what she should be wearing. She wants to learn from her peer group-whether it be a “real life” peer group, or those she admires on Polyvore. He will trust his peer group over all else (far above advertising per-say), and a close second, complete strangers she entrusts in the digital world. Companies like ModCloth are leading the way for fashion (“Be the Buyer”, constant social games/communication) and will continue to grow in relevancy as they mature. Will luxury fashion brands be able to answer the call? Innovate or die.
Up for it?
