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    Latest Fashion News: Fashion meets Crowdsourcing at DLD Conference

    We just stumbled on a very interesting and informative panel interview with Natalie Massenet, founder of online luxury fashion retailer Net-a-Porter, Margareta van den Bosch, Creative Adviser of H&M and Scott Galloway, Professor of Marketing at NYU, moderated by Fashion Editor for the Financial Times, Vanessa Friedman.  The Fashion Panel was all about the use of crowdsourcing for fashion brands, focused on the question if customers still want to follow the strong given fashion-trends from their retailer or rather prefer bringing in their own ideas and fashion designs somehow.

    Net-a-Porter founder Natalie Massenet especially relies on the different opportunities of customization. She was talking about the possibility to reorder things out of former collections, the huge choice of different fashion items and a better predictability of sales. Massenet also talked about the online retailers future plans. She will have an online platform called Net-a-Porter Live, on which her customers can communicate with each other. It is planed that they will be able to see who’s online, what they put in their baskets and what advice they’ll give to each other in real time.

    Margareta van den Bosch of H&M is convinced that it has to be a little bit of both: the designers or companies ideas/invention as well as including the customers desires as good as possible. That’s why she proudly revealed to be the first company to produce a collection with a Swedish fashion blogger right now.

    Scott Galloway of New York University on the other hand is an advocate of crowd sourced marketing and therefore doesn’t see crowd sourcing as a huge field for luxury brands to soon. He is convinced that a lot of the brands have to learn first how to include the social media aspect correctly to communicate with their customers actually. Galloway claimed the user reviews are the most successful tool to mounting sales on the website. As long as the negative reviews only make up between 5 and 15 percent, the sales go up, because the negative reviews give credence to the positive ones. Galloway also added: “The biggest success comes from those who trust themselves and ignore customer preferences for their own vision – for example Steve Jobs.”


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    Ein Kommentar zu “Latest Fashion News: Fashion meets Crowdsourcing at DLD Conference”

    1. Karina Friar sagt:

      I really enjoyed the interview. Very interesting!