http://2008.leonbaileygreen.com/ en Leon Bailey-Green Copyright 2009 2009-11-12T20:39:00+00:00 http://2008.leonbaileygreen.com/index.php/site/permalink/the_online_fashion_agency_is_live/ http://2008.leonbaileygreen.com/index.php/site/permalink/the_online_fashion_agency_is_live/ The Online Fashion Agency is now live. There will be plenty of online fashion industry and consumer news updated regularly in the coming weeks, meaning this blog will change focus somewhat. Do send your comments for improvement to talk.to[@]theonlinefashionagency.com. Websites 2009-11-12T21:39:00+00:00 http://2008.leonbaileygreen.com/index.php/site/permalink/online_fashion_speakers_at_the_fashion_summit/ http://2008.leonbaileygreen.com/index.php/site/permalink/online_fashion_speakers_at_the_fashion_summit/ The Drapers/WGSN Fashion Summit takes place this month, and I’ll be on the panel for the ‘power of the style press’ discussion with Courtney Blackman, Rebekah Roy, Colin McDowell and Ali Hall. Drapers’s online editor Keely Stocker will be guest chairing a social networking session. My-Wardrobe.com founder Sarah Curran, Fat Face Director Kristine Kirby, Coggles owner Mark Bage and ASOS CEO Nick Robertson will be giving invaluable advice on getting online right. Also speaking at the summit the from online world will be Stephanie Phair from theOutnet.com, Google’s Peter Fitzgerald, Steve Robinson of M&M Direct, Vente-Privee’s Bunty Stocks and Andrew Robb of Cocosa. See here for more information Drapers, Events 2009-11-01T22:52:00+00:00 http://2008.leonbaileygreen.com/index.php/site/permalink/how_much_content_do_you_need_to_sell_clothes_online/ http://2008.leonbaileygreen.com/index.php/site/permalink/how_much_content_do_you_need_to_sell_clothes_online/ Read my Drapers blog ‘How much content do you need to sell clothes online?’ Drapers 2009-11-01T22:00:00+00:00 http://2008.leonbaileygreen.com/index.php/site/permalink/the_vente_privee_life/ http://2008.leonbaileygreen.com/index.php/site/permalink/the_vente_privee_life/ Last week I was invited to Paris to see the Vente-Privee.com operation and meet the founders of the business which turned over €510 last year. With plans for expansion in the UK the company faces a challenge to gain share in a mature market, often seen as Europe’s most demanding in terms of product and service. Vente Privee works by calling in stock from brands that have been sold in one of its online sales, and once it’s in the Vente Privee warehouse it is shipped to the customer. Anything that isn’t sold stays with the brand. The millions of users on its database has certainly given Vente Privee clout with brands, who have everything to gain by hosting a sale. Research suggests 4 in 10 shoppers on Vente Privee go on to visit the brand in a bricks and mortar environment. Not only is it an opportunity to clear stock (and attract people to store), for larger sales Vente Privee reports back to the brand with customer intelligence data. Me with Vente Privee CEO Jacques-Antoine Granjon Multimedia is high on the agenda too. With each sale comes a photo shoot and recording session – an in house team puts it all together to create a video to entice customers to visit a sale, a process CEO Jacques-Antoine Granjon described to me as “giving life to the product”. I think Vente Privee is going to be giving life to many a wardrobe across the UK very soon. Websites, E-Commerce 2009-10-20T21:05:00+00:00 http://2008.leonbaileygreen.com/index.php/site/permalink/when_headhunters_hang_up_the_phone/ http://2008.leonbaileygreen.com/index.php/site/permalink/when_headhunters_hang_up_the_phone/ By Emma Gamble As an Executive Search Consultant specialising in fashion e-commerce I have the challenge of finding the best people for my clients. Things that can switch a headhunter on and off in that first call. 1. Know your figures, if you are managing a budget, whether it be marketing specific or a full P&L, a lack of financial acumen is a big turn off to Headhunters and employers- every client is watching their costs and it’s all about the ROI! 2. Don’t just talk about your responsibilities- talk about your achievements. What did you do to drive fashion sales this summer for your business?  3. Be clear on your professional goals and objectives. Good headhunters want to find the right thing for you as well as the right thing for their clients. 4. Be realistic with your salary expectations- headhunters know what is realistic in the market. You should be given a financial incentive to make a move, but your reasons to move company should not be all financial ones- Headhunters can sense this and we steer clear. By Emma Gamble, Director at Gamble & Yeates New Media 2009-10-14T09:00:00+00:00 http://2008.leonbaileygreen.com/index.php/site/permalink/selecting_the_right_carrier_for_your_e_commerce_business/ http://2008.leonbaileygreen.com/index.php/site/permalink/selecting_the_right_carrier_for_your_e_commerce_business/ By Claire Muir of Amethyst Group For any etailer, the selection of the most appropriate carrier is a crucial component of setting up a sound e-commerce service and most companies are not in a position to offer free next day delivery for all orders. Each carrier has strengths and weakness within their network and operations. The etailer should identify their requirements by considering factors such price, reliability, speed, tracking and POD options, as well as reporting capability. The importance of each factor varies according to the brand, price point and consumer’s expectations. Often the best overall service is obtained by blending the strengths of more than one network in any given set of requirements. The basic options should include a good standard service and a high performing next day service both for UK and international despatches. Carrier management systems can be effective to ensure each individual parcel is placed on the cheapest service for any postcode, the danger can be splitting your volumes across too many different services and losing price benefits which can be negotiated with higher volumes. Regular carrier reviews to discuss performance and plan for the future are an important management tool. These should be supported by customer feedback as well as the carrier’s performance data. By Claire Muir of Amethyst Group Amethyst Group operates shared user distribution centres providing warehousing, distribution and internet fulfilment to the fashion and beauty industries. E-Commerce 2009-10-13T12:00:00+00:00 http://2008.leonbaileygreen.com/index.php/site/permalink/swapping_topshop_for_tesco/ http://2008.leonbaileygreen.com/index.php/site/permalink/swapping_topshop_for_tesco/ Supermarket giant Tesco are taking advantage of the growing online retail market and have just launched a new clothing website in an attempt to increase their profits yet again.  Their website actually looks pretty decent – there’s a good mix of Tesco own labels including the up-and-coming Florence & Fred Couture, and they have also managed to sign up some strong brands like Mischa Barton, Licorish and Storm. Tesco doesn’t hold back from bragging about he fact that it’s also recently managed to bag the prestigious title of London Fashion Week’s official sponsor.  But will the fashionistas really abandon their beloved Topshop and ASOS to go surfing at Tesco instead? The retail analysts say yes – apparently ASOS is set to lose out big-time as Tesco takes over.  I have to say I’m sceptical – yes I know that fashion fans are a fickle bunch, but those who worship at the altar of the usuals are unlikely to kick off their shoe-boots and go running for their supermarkets instead. However, that said, I don’t doubt that a fair few will still be logging on to check for bargains – remember the sell-out Chloe style dress a few years back that had us all tearing round our local Tesco in a frenzy?  It’s good to know that if that ever happens again at least we can buy it at our desks. Visit www.clothingattesco.com Swapping Topshop for Tesco? by Nicola Paul Branding, E-Commerce 2009-10-13T08:00:01+00:00 http://2008.leonbaileygreen.com/index.php/site/permalink/peter_ruis_director_buying_fashion_john_lewis/ http://2008.leonbaileygreen.com/index.php/site/permalink/peter_ruis_director_buying_fashion_john_lewis/ Peter Ruis, Director of Buying for Fashion at John Lewis has played a major role in the development of the recently revamped online offering. Here we find out more about the strategy and plans for online retail. What is it about the John Lewis online environment that makes it appealing to the brands you have on board? John Lewis’s revamped fashion site is all about choice, inspiration and brands – with a focus on bringing the quality in-store John Lewis experience to the website. This unique shopping experience is appealing for brands and they have been attracted to the concept which is proving successful. As an example Hobbs is now taking twice as much online as it is in our next biggest shop (Oxford Street). We have also created specific brand environments or ‘brand boutiques’ for the likes of Mulberry, Ralph Lauren and Orla Kiely, to name a few, which feature their own imagery, ranges and general brand feeling. Would you consider brands that are a good fit for one retail channel only, or must they have cross appeal to your department store and online customer? John Lewis is a multichannel retailer – and that will continue to be our focus.  However, the online channel provides more opportunities to enhance the volume and variety for customers such as offering a broader range of sizes or more (and newer) brands. With online, there aren’t the same space constraints as one would naturally find in-store. However, the different channels won’t be hugely different in terms of brands. The revamp has seen a emphasis on style focused content, is this something you’ll involve brands with more? We are excited to bring added value to our customers by offering seasonal trend advice and commentary from our Edition magazine editor (and former editor of Marie Claire) Marie O’Riordan.  In addition, at John Lewis we have strong relationships with brands and can give our customers the inside line on the season’s hottest fashions. We have a special team dedicated to liaising with brands to create and improve online content. Tesco is soon to join Asda in retailing clothes online. Do you see a time when John Lewis would use the Waitrose brand to retail fashion online? We are exploring better ways for our customers to shop with John Lewis and throughout the wider Partnership (including Waitrose).  For example, we are currently trialling a ‘Click-and-Collect’ service which enables customers to purchase online and pick-up at two Waitrose shops. Customers can already purchase online and collect from any John Lewis branch. Visit the John Lewis website E-Commerce, Interviews 2009-10-12T00:10:01+00:00 http://2008.leonbaileygreen.com/index.php/site/permalink/a_transactional_website_for_primark/ http://2008.leonbaileygreen.com/index.php/site/permalink/a_transactional_website_for_primark/ Read my Drapers blog ‘A transactional website for Primark’ Drapers, E-Commerce 2009-10-05T22:51:00+00:00 http://2008.leonbaileygreen.com/index.php/site/permalink/im_loving_my_wardrobecom_by_antony_hawman/ http://2008.leonbaileygreen.com/index.php/site/permalink/im_loving_my_wardrobecom_by_antony_hawman/ By Antony Hawman Week 2 at My-Wardrobe.com and the general feeling is – LOVE IT! It’s so great to be part of the new marketing initiative and for my role in particular, it’s open to so many avenues that there is never a dull moment. It’s been so exciting searching out brands that fit the My-Wardrobe.com ethos and creating exciting projects for them to partner with us on. Currently I’m busy getting around to meeting press and brands to work out their objectives to see what synergy we have together, using many of our vehicles – the shopping site itself, MY-TV, Style Feed, Blog and the amazing Style Guide. It was great timing with London Fashion Week, as I got to see so many faces and tell them about the new job at My Wardrobe. Killed so many birds with one stone. So watch out everyone – a partner proposal will be winging its way to you very soon. By Antony Hawman, Brand Partnerships Manager, My Wardrobe Branding, PR 2009-10-02T02:00:00+00:00 http://2008.leonbaileygreen.com/index.php/site/permalink/an_instruction_manual_online_fashion_business_by_helen_brown/ http://2008.leonbaileygreen.com/index.php/site/permalink/an_instruction_manual_online_fashion_business_by_helen_brown/ By Helen Brown, founder of Catwalk Genius Congratulations on your decision to purchase… MyAwesomeOnlineFashionBiz.com! Please read these operating instructions thoroughly before use. 1. Cool design not supplied Your customers spend most of their online time on beautifully-designed pages. The look of the site will be a critical factor in establishing your credibility with new visitors, so invest in professional design and photography. 2. Select a business model Are you competing with Net-a-Porter? ASOS? If so, please plug in your multi-million marketing budget into socket A. Or, you could choose to exploit online technology in a way that nobody else has – and become remarkable.  3. Install a slick user experience Navigating your site may seem obvious, but guessing the best layout is an expensive gamble. Better to take a leaf out of Jakob Nielsen’s book and test your design regularly with the help of typical members of your target audience.  4. Find your audience If you just build it, they almost certainly won’t come. If you don’t have the budget for those Vogue advertorials, you’ll need to invest wisely in marketing and PR. Social media is your friend, as long as your firm has an authentic, interesting voice. By Helen Brown, founder of Catwalk Genius New Media 2009-10-01T00:15:00+00:00 http://2008.leonbaileygreen.com/index.php/site/permalink/dirty_money_fashion_can_be_yours_on_ebay/ http://2008.leonbaileygreen.com/index.php/site/permalink/dirty_money_fashion_can_be_yours_on_ebay/ Shoppers looking for bargains on eBay could find themselves to be the proud owners of “dirty money” goods, thanks to a new initiative being trialled by Leicestershire Police. In the past year, goods worth over £3 million have been confiscated from criminals, and now the police are using eBay to try and make some of this money back, which will then be split between their force and the government. Unfortunately, there’s not much in the way of fashion up there yet – no fur coats or diamond-studded heels.  They are however doing a roaring trade in plasma TVs, computers and stereo equipment. There’s also quite a lot of bling up for grabs, although it’s not had a lot of interest as yet – maybe bidders are scared of the consequences of coming face-to-face with the owner?  Or maybe there’s just not much of a market for knuckle-duster “Mum” rings. I’m still going to be keeping an eye on the auctions though – there’s bound to have been a gangster’s wife out there somewhere who had a penchant for designer handbags… E-Commerce, News 2009-09-30T22:59:00+00:00 http://2008.leonbaileygreen.com/index.php/site/permalink/press_drapers_on_the_web_this_week_egfashioncouk/ http://2008.leonbaileygreen.com/index.php/site/permalink/press_drapers_on_the_web_this_week_egfashioncouk/ See Webwatch in this week’s Drapers for my review of egfashion.co.uk. Read the article on Drapers Online Drapers, Press 2009-09-30T22:48:00+00:00 http://2008.leonbaileygreen.com/index.php/site/permalink/retailers_online_retail_isnt_a_passing_fad_by_vicki_day/ http://2008.leonbaileygreen.com/index.php/site/permalink/retailers_online_retail_isnt_a_passing_fad_by_vicki_day/ By Vicki Day After a long career in actual bricks and mortar retailing I now see the future as online as consumers love the flexibility and the fact they can shop without leaving the sofa. I think retailers need to “grasp the nettle” and see the Internet as an enhancement to their business and giving their business an extra dimension taking them relatively low cost into new countries or new areas not as competition for their retail estate. Consumers are going to be shopping online for convenience and to check out product. So when they go to do their actual shopping on the High Street it will be more of a leisure pursuit so people will taking in shopping along with eating and meeting friends. Retailers should be looking to enhance their retail estate so people have a real retailing experience when they step into a shop to buy something. Online retailing isn’t a passing fad it will grow and become more sophisticated and soon consumer’s expectations will be higher so just a basic site will no longer suffice – so my view is it’s better to invest in your online presence now than arrive at the party too late. By Vicki Day of Retail PR Pure Sauce E-Commerce 2009-09-30T00:05:00+00:00 http://2008.leonbaileygreen.com/index.php/site/permalink/new_designers_online_retail_by_linda_roberts/ http://2008.leonbaileygreen.com/index.php/site/permalink/new_designers_online_retail_by_linda_roberts/ By Linda Roberts Here at London College of Fashion we’ve seen an increase in the number of entrepreneurs who are planning to start, or have started their own label, and are keen to start selling online. They see e-tail as an extremely cost effective route to market. It allows newly established labels to reach a much larger audience more quickly, and it also enables them to demonstrate the vision or ethos of their brand which might otherwise get lost amongst other labels in a store.  To cater for this growth in the market, we’ve created a unique one-day seminar which will offer delegates the opportunity to understand the benefits of e-tail and learn how to take their brands online. There will be keynote speakers and online fashion experts, including Leon Bailey-Green and Claire Muir of Amethyst Group, who will offer an insight into what to expect when using the internet to sell or market fashion. Visit www.fashion.arts.ac.uk for more information. By Linda Roberts, Senior Business Manager at London College of Fashion Branding, Online Marketing, E-Commerce 2009-09-29T00:10:00+00:00 http://2008.leonbaileygreen.com/index.php/site/permalink/tv_product_placement_online_fashion_retail/ http://2008.leonbaileygreen.com/index.php/site/permalink/tv_product_placement_online_fashion_retail/ Hands up who only started noticing Manolo Blahnik and Jimmy Choo after watching one too many episodes of Sex and the City? It may have seemed incongruous at the time, but product placement in the US is a multi-million dollar concept. Now the UK ban on product placement is expected to be lifted; which could change the fashion retail environment in the country immeasurably. While this has caused controversy, there’s no denying that in the recession, money needs to be made. Retailers who feature on TV will no doubt see rising sales and increased brand awareness. An opportunity for an extra marketing channel is great news. It’s also a fantastic break for young designers – Gossip Girl recently used up-and-coming Alexandra Vidal’s collection, which led to huge press attention and stars clamouring to get hold of her pieces. Imagine watching X-Factor and seeing Cheryl Cole in a gorgeous designer dress that could be yours in a matter of minutes just by clicking online. This really could be the way forward for fashion retail. By Nicola Paul Advertising, E-Commerce 2009-09-28T00:10:00+00:00 http://2008.leonbaileygreen.com/index.php/site/permalink/fashion_brands_bloggers_can_get_from_each_other/ http://2008.leonbaileygreen.com/index.php/site/permalink/fashion_brands_bloggers_can_get_from_each_other/ Brands from bloggers... - Favourable write ups about products and services - Blogs posts to contain links to their online retail stores to drive traffic - Blog posts with links to improve search engine visibility - Trickle effect of other bloggers mentioning the brand - Appearance of blog posts in search results for brand related terms - CPA/affiliate advertising opportunities Bloggers from brands... - Free products - Links from the brand’s website - Invitations to press days, events and launch parties - Opportunity to write for the brand’s website - Payment for advertorial posts - Payment for adverts - Payment on a CPA basis through affiliate tracking - Competition prizes for visitors Do you have any to add? Content, Online PR 2009-09-24T00:05:00+00:00 http://2008.leonbaileygreen.com/index.php/site/permalink/empora_a_new_visual_way_to_search_fashion/ http://2008.leonbaileygreen.com/index.php/site/permalink/empora_a_new_visual_way_to_search_fashion/ Where Google innovates in text search Empora leads the way in visual search for fashion. Empora.com the place to shop the uk’s top retailers You thought shopping by shape meant body shape, but now, thanks to Empora, it can mean shopping by the shape of an item, not to mention colour and price. How does it work you ask; Well, click ‘view similar’, on any item that you like the shape of, and Empora returns other items of a similar shape. Take a look at this example. Top row – shape matches. Middle row – shape and colour matches. Bottom row – Colour matches. Give it a go at www.empora.com Websites, New Media 2009-09-23T00:05:01+00:00 http://2008.leonbaileygreen.com/index.php/site/permalink/susie_bubble_takes_adverts_on_her_fashion_blog/ http://2008.leonbaileygreen.com/index.php/site/permalink/susie_bubble_takes_adverts_on_her_fashion_blog/ ...And why not? Susie’s blog Style Bubble has a huge following and advertisers want to get in front of her audience. Susie’s blog shows an ad for Levi’s Advertising is a tricky topic in fashion blogging land (see here). A lot of bloggers don’t want adverts, and many that have given commercialisation a go have been disappointed by miniscule returns. Content, Advertising 2009-09-21T00:05:01+00:00 http://2008.leonbaileygreen.com/index.php/site/permalink/kristine_kirby_leaves_lipsy/ http://2008.leonbaileygreen.com/index.php/site/permalink/kristine_kirby_leaves_lipsy/ Myself with Kristine earlier this year Kristine Kirby has exited her role as E-commerce Director at Lipsy, which is owned by Next Plc. Kristine is expected to stay in online retail, with a new role to be announced very soon. E-Commerce, News 2009-09-17T21:38:00+00:00 http://2008.leonbaileygreen.com/index.php/site/permalink/whats_asositis/ http://2008.leonbaileygreen.com/index.php/site/permalink/whats_asositis/ Read my Drapers blog ‘Asositis; Excessive preoccupation with acquiring the qualities of ASOS’ Drapers 2009-09-17T00:03:00+00:00 http://2008.leonbaileygreen.com/index.php/site/permalink/meet_kristina_oconnor_founder_of_store_society/ http://2008.leonbaileygreen.com/index.php/site/permalink/meet_kristina_oconnor_founder_of_store_society/ Myself with Kristina O’Connor Kristina O’Connor may have studied Spanish and Italian at Birmingham University for four years but her passion is online retail. Having beta launched Store Society, at the end of last year, Kristina is now tasked with developing phase two of the website with a relaunch which took place last month. I recently caught up with Kristina (whose father is a TV favourite) to find out more about Store Society. What is Store Society to the average fashion shopper? Right now, many would think of Store Society as a social network. The site connects fashion lovers with each other allowing them to share their latest looks and be inspired by each other’s style. Members have the standard social network tools available to them such as status updates, messaging, recommending, rating, following and befriending, but Store Society is much more than that. Store Society relaunched August 2009 How does Store Society help boutiques? If you are a fashion retailer you can get your store listed on Store Society now, for free, which allows you to engage with our members. Simply filling in location and opening hours is enough to be useful to a user. However, upload your logo and add some product, and instantly your store becomes discoverable in our browse and search functions. Stores can promote products, sales and offers directly to members. This is useful for stores that aren’t yet online; it gives them a presence with the intention of assisting footfall. Retailers who do operate transactional sites can deep-link their items to product pages on their own websites. All free. Do you see Store Society as an alternative to a boutique creating a website, or is it more of a promotional tool for them? I’ve spoken with a number of boutique owners who say that they just don’t have the time or money to build a decent website. Store Society gives stores a professional online presence that is quick and simple to create and very easy to maintain, with instant traffic from the UK and beyond. The majority of independents don’t have transactional sites, which is something Store Society is working on. Stores will be able to sell directly from the site in the near future. Myself with Kristina O’Connor at the London Fashion Network’s first birthday party As a new media entrepreneur you must have picked up a few technical learnings on the way. Every day I’m learning something new! I would say the most significant thing I’ve learned so far is the importance of social media, full stop. As more people choose to shop online, the use of social media is increasingly important as a way for stores to attract attention in a crowded market place. Through social media, stores can create a personality and communicate directly with their customers, helping to engender loyalty and generate traffic, which in turn leads to sales. Communicate first, sell second. Name three of your favourite fashion websites? Peter Versus Toby - An Australian boutique with a sense of humour and some fantastic prints. Doc Dog - A Brazilian with some really fresh yet feminine designs. Billy Boyce Clothing - A London based boutique all about funky contemporary street fashion. - Check out Store Society New Media, Online Marketing, E-Commerce 2009-09-16T00:10:00+00:00 http://2008.leonbaileygreen.com/index.php/site/permalink/harvey_nichols_and_john_lewis_choose_handbagcom/ http://2008.leonbaileygreen.com/index.php/site/permalink/harvey_nichols_and_john_lewis_choose_handbagcom/ Check out the recent online fashion revamps of department stores Harvey Nichols and John Lewis. Both brands have bought media on Handag.com to drive traffic and build awareness. Harvey Nichols is sponsoring a daily handbag giveaway and has a live product widget that I’m liking a lot. Harvey Nichols daily handbag giveaway and product widget John Lewis has taken out leaderboard and above the fold MPU slots, both of which are interactively controlled by the user. John Lewis advertises on Handbag.com In terms of media buys I think there is a tad bit of conflict having the two brands run promotions in the same categories. However, both creatives have been executed well it shouldn’t pose a huge problem. I would like to see Handbag.com open up banner clicks in the same window to get around pop-up blockers - I think that’s something quality advertisers, such as Harvey Nichols and John Lewis deserve. Websites, Advertising, E-Commerce 2009-09-15T00:05:00+00:00 http://2008.leonbaileygreen.com/index.php/site/permalink/the_online_fashion_agency/ http://2008.leonbaileygreen.com/index.php/site/permalink/the_online_fashion_agency/ I’m very excited about The Online Fashion Agency which launches late this year in association with Amethyst Group and Olswang. As well as being a consultancy, with experts working on marketing and business strategy for online fashion retailers, it will also be a news resource. It will be packed with news about e-commerce and digital publishing for the fashion industry. Those in the industry will be kept up to date with what everyone else is doing, whilst consumers will receive expert advice on savvy online shopping. Plus, bloggers will be the first group of creatives to be signed up to the Talent House. Sign up here and email talk.to@theonlinefashionagency.com for business opportunities. New Media 2009-09-14T00:31:00+00:00 http://2008.leonbaileygreen.com/index.php/site/permalink/the_online_fashion_agency_fashshotcom_director_drinks/ http://2008.leonbaileygreen.com/index.php/site/permalink/the_online_fashion_agency_fashshotcom_director_drinks/ The Online Fashion Agency and Fashshot.com held the Directors Drinks at Pep-C in Mayfair. Photos featured in Drapers Off The Record. Fashshot.com / The Online Fashion Agency Events, Press 2009-09-13T20:32:00+00:00 http://2008.leonbaileygreen.com/index.php/site/permalink/press_the_times_web_fashionistas_are_high_street/ http://2008.leonbaileygreen.com/index.php/site/permalink/press_the_times_web_fashionistas_are_high_street/ Featured in ‘Web fashionistas are just a click away from high street acceptance’ as seen in The Times September 7th. Read the article online here Content, Online PR, Press 2009-09-09T00:41:00+00:00 http://2008.leonbaileygreen.com/index.php/site/permalink/press_econsultancy_qa/ http://2008.leonbaileygreen.com/index.php/site/permalink/press_econsultancy_qa/ Q&A with Econsultancy published September 8th. Read the interview online here Econsultancy, Online Marketing, E-Commerce, Press 2009-09-09T00:10:00+00:00 http://2008.leonbaileygreen.com/index.php/site/permalink/looking_back_the_last_few_months/ http://2008.leonbaileygreen.com/index.php/site/permalink/looking_back_the_last_few_months/ August Antony Hawman moves to My-Wardrobe.com Power of the Blog: London Fashion Network Interview with Keely Stocker July Littlewoods Direct becomes Very A preview of Fashionair June Online Fashion 100 Event Newsletters release dopamine Lunch and Lipsy May Would you pay for Stylebible? Playing with lingerie models E-Commerce 2009-09-03T07:10:00+00:00 http://2008.leonbaileygreen.com/index.php/site/permalink/sam_mitchell_eastenders_orange_and_pink_lipsy_dress/ http://2008.leonbaileygreen.com/index.php/site/permalink/sam_mitchell_eastenders_orange_and_pink_lipsy_dress/ Daniella Westbrook returns to EastEnders on Friday as Sam Mitchell. Her comeback outfit is an orange and pink Lipsy dress, which can be seen in promotional adverts and press shots. On Friday night and all weekend I imagine there will be a surge of Google searches for ‘where can i get the dress sam mitchell wore on eastenders’. Well the answer is here. So come on affiliates, grab that search traffic. And Lipsy, get the dress on the homepage and blog about it too! Marketing, Advertising, E-Commerce, News 2009-09-02T01:10:00+00:00 http://2008.leonbaileygreen.com/index.php/site/permalink/sweet_designer_tweets_luxury_fashion_stores_twitter/ http://2008.leonbaileygreen.com/index.php/site/permalink/sweet_designer_tweets_luxury_fashion_stores_twitter/ If you want to live and breathe fashion 24/7 then following some of the best fashion websites on Twitter is the way forward. Whether you’re looking for shopping inspiration or fashion do’s and don’ts, Twitter is leading the way in fashion interaction. MY WARDROBE http://www.my-wardrobe.com http://twitter.com/MyWardrobe These tweets could be far more engaging. For a website that has so much to offer in the way of fashion clothing and accessories, My Wardrobe is really not selling itself as well as it could. Tweets should be chatty and fun – these seem quite bland and often convoluted. It seems many tweeters write for the My Wardrobe Twitter and it lacks a coherent voice. Followers: 950 NET-A-PORTER http://www.net-a-porter.com/ http://twitter.com/Luxury_fashion I can’t decide if Twitter is a good tool to use for Q&A sessions. NET-A-PORTER frequently have expert fashion advisors answering questions live, but if you’re not taking part the tweets can be fairly confusing. When they’re not having a Q&A the tweets are great – engaging, frequent and informative. Of all the fashion twitters I found myself cliking back to the NET-A-PORTER website the most frequently. Followers: 9,600 MATCHES http://www.matchesfashion.com/ http://twitter.com/Matchesfashion Matches stands out from the others, and it’s my personal favourite of the three. Quirky and interesting links that not only go to the Matches website but also to other blogs, twitters and fashion sites. The tweets are really chatty and informal, so I feel like I’m listening to an uber-friendly PR rather than a bored intern glued to the desk. What works really well is using a different coloured font for the links, the only one out of the three to do so. Very confused as to why they have the least followers. Followers: 790 ‘Sweet designer tweets - What luxury fashion stores say on Twitter’ by Amy Tipper-Hale E-Commerce, Online PR 2009-08-27T00:10:00+00:00 http://2008.leonbaileygreen.com/index.php/site/permalink/digital_magazines_e_books_online_fashion_stores/ http://2008.leonbaileygreen.com/index.php/site/permalink/digital_magazines_e_books_online_fashion_stores/ Naming an online fashion store without a blog is becoming something of an impossibility. Now digital magazines and e-books seem to be coming back into vogue. Lingerie retailer Mio Destino has just launched an e-book, with trend reports for A/W09 and designer interviews. A/W09 E-Book from Mio Destino and Shudoo.co.uk’s Shoe Handbook At Shudoo we produced a Summer Shoe Handbook(download here) which features The Telegraph’s Fashion Director Hilary Alexander, Radio 1 stylist Angela Buttolph and popular fashion bloggers. Boohoo.com has also created an digital magazine for its visitors, as has Very.co.uk. Boohoo.com and Very have digital magazines Content, E-Commerce 2009-08-26T00:10:00+00:00 http://2008.leonbaileygreen.com/index.php/site/permalink/adili_is_now_ascension_which_reminds_me_of_accenture/ http://2008.leonbaileygreen.com/index.php/site/permalink/adili_is_now_ascension_which_reminds_me_of_accenture/ As we’re less than 10% of the fashion retail market it’s going to take a while before online only retailers become household names. You don’t need me to tell you the ones that are almost there, but Adili was a brand that certainly had the potential. The ethical clothing retailer is now called Ascension; named after the brand it acquired earlier this year. Apparently part of the reason was to avoid confusion with grocery store Aldi (gaining more attention in the recession). Ascension reminds me of Accenture, the management consulting company. It’s an unusual name for a clothing brand and will take some getting used to. Online stores need easy to spell names – could this be a costly mistake for Adili/Ascension or is it better to have done it before gaining more brand awareness? Branding, E-Commerce 2009-08-25T00:10:00+00:00 http://2008.leonbaileygreen.com/index.php/site/permalink/wikipedia_wiki_asos_asoscom/ http://2008.leonbaileygreen.com/index.php/site/permalink/wikipedia_wiki_asos_asoscom/ You won’t find many online only retailers on Wikipedia – those that are include ASOS. Problem is it’s close to being deleted. At the time of writing this the ASOS.com Wiki entry had that horrid ‘This article is written like an advertisement’ warning. Once a brand or person achieves notoriety, which leads to being worthy of a Wiki entry, it can sometimes be a good idea to encourage users to build on a Wikipedia profile to ensure neutrality. There’s no suggestion that the entry was written by ASOS staff or its associates; whenever a brand does write their own entry it is obvious to moderators and to readers. Jamie Murray-Wells (founder of Glasses Direct who I interviewed here) actively encourages his customers to make changes to his personal Wikipedia entry - looks like that’s the way to do it. E-Commerce, Online PR 2009-08-24T00:10:00+00:00 http://2008.leonbaileygreen.com/index.php/site/permalink/manchester_fashion_network_trading_online_event/ http://2008.leonbaileygreen.com/index.php/site/permalink/manchester_fashion_network_trading_online_event/ The London Fashion Network held a series of events in Kentish Town focused at online retail and blogging, two of which I chaired (getting noticed, merchandising, blogging). Now it’s the turn of Manchester to host a beginners class to online retail at the Circle Club in Deansgate on August 25th. Tickets are £8 and the panel includes CJ Brough from Blunt Communications, Usability expert Paul Rouke and Christina Barratt from Moonsparkonline. Book your ticket here. Marketing, E-Commerce, Events 2009-08-23T19:48:00+00:00 http://2008.leonbaileygreen.com/index.php/site/permalink/the_mulberry_website_simple_functional_bags/ http://2008.leonbaileygreen.com/index.php/site/permalink/the_mulberry_website_simple_functional_bags/ As an online shopping experience it’s one of the best provided. Firstly the site is clean and perfunctory, without being bland – the products, the sole focus (quite rightly) of the Shop Online page, have been beautifully shot. Page and product loading is fast, and searching through the line-ups of products is smooth. Mulberry has certainly accomplished its online shopping research, and is one of the easiest sites to navigate. They have fantastic product detail – of the product as a whole, then the different materials used and “product advice” which shows different ways a certain bag or item can be utilised. There is also a “material and care advice” section for each product. Viewing is great too; they have the customary “magnify” but also a tool that allows the customer to see the product shot from a variety of angles. This is instead of a 360-degree view window, and I can’t quite decide which I prefer. Their lookbook is an absolute gem; the latest autumn and winter collections are there for browsing on an interactive book. Once you decide on a product you like the look of, one click gives product detail and the opportunity to go straight to “buy online”.  It really couldn’t be more simple, or functional: much like the bags they sell. www.mulberry.com ‘The Mulberry website is faultless. Simple and functional, like the bags’ by Amy Tipper-Hale Websites, E-Commerce 2009-08-19T00:10:00+00:00 http://2008.leonbaileygreen.com/index.php/site/permalink/when_is_a_fashion_blog_not_a_fashion_blog/ http://2008.leonbaileygreen.com/index.php/site/permalink/when_is_a_fashion_blog_not_a_fashion_blog/ Just because a website uses a blogging platform for content, in my eyes, that doesn’t make it a blog; even if the publisher calls it a blog. So what’s the difference between a fashion blog and an online fashion magazine? Well, today’s fashion blogs are written by individuals the readers have a relationship with. The blogger posts photos of themselves; in outfits, at parties and even at work. An online fashion magazine is newsy. The news isn’t what the writer’s wearing, where they’re going or what they do for a living. The news is what someone else wears, where someone else goes or what someone else does. A fashion blog is… Shoegalfi, Style Salvage, Disneyrollergirl An online fashion magazine is… My Fashion Life, OSOBLOG New Media, Content 2009-08-18T00:15:01+00:00 http://2008.leonbaileygreen.com/index.php/site/permalink/fat_fashion_assistant_jeanie_annan_lewin_dolly_rockers_video/ http://2008.leonbaileygreen.com/index.php/site/permalink/fat_fashion_assistant_jeanie_annan_lewin_dolly_rockers_video/ Jeanie Annan-Lewin, the blogger at Fat Fashion Assistant, features albeit briefly in the new pop video for Dolly Rockers single ‘Gold Digger’. Although Jeanie looks happy to be watching the up and coming girl group (approx 25 seconds in) the blogger tweeted “SSSSSSSH don’t tell anyone I went to a party and they rocked up I was horrified but it looks like I like them urgh FML”. Look at the smile – she loves them really! Jeanie isn’t the only fashion blogger that made the video. Can you spot the other two? If you haven’t already check out Jeanie’s blog Fat Fashion Assistant Video 2009-08-17T00:15:00+00:00 http://2008.leonbaileygreen.com/index.php/site/permalink/the_acceptable_and_unacceptable_use_of_flash/ http://2008.leonbaileygreen.com/index.php/site/permalink/the_acceptable_and_unacceptable_use_of_flash/ Acceptable Gorgeous Couture – rollover to see the back view of dresses, on category level My-Wardrobe.com – links embedded within video content Unacceptable River Island – bad website (but good financial results!) Websites, E-Commerce 2009-08-13T00:15:00+00:00 http://2008.leonbaileygreen.com/index.php/site/permalink/interview_with_keely_stocker_of_drapers/ http://2008.leonbaileygreen.com/index.php/site/permalink/interview_with_keely_stocker_of_drapers/ Ever wanted to know what it’s like to run the Drapers Online website? Keely Stocker has been managing the fashion business magazine’s website since the beginning of this year. Keely, what are your main responsibilities as Digital Content Manager for Drapers? As Digital Content Manager I am responsible for the day-to-day running of the site. This includes uploading content and optimising with key words, links and general SEO. I also work with the editorial and commercial teams to develop new ideas and launch new areas of the site. An example of this is Ask the Expert which is a great tool to allow users access to experts. I am also in charge of all video content on the site including the filming and editing for Drapers own videos. On the social networking side, I have now set up Drapers, Facebook and Twitter pages which allows us access to people that might not have been aware of Drapers before. We also have 3 groups on LinkedIn (one for Wholesalers, one for Independents and one for Etailers) where members can network with others in their specific field and start discussions which enables me to see what it is that the industry is looking for and try to provide this on our site. Which aspect do you enjoy the most, fashion or digital media? I would have to say both. I love the digital side of my job because it allows me to be creative and challenges me to enhance the user experience online, but I also have a real love of fashion (especially shoes!) so what better environment to do this in? How did you get to the position where you are now? What career steps did you take? I started at Emap four years ago as an administrator. During those years I have always tried to show enthusiasm and initiative (even when filing!) and always volunteered for everything! I then moved into ad operations but soon realised I was more interested in the development and content side of online which is how I moved into this role. Myself with Keely at the Online Fashion 100 event What advice would you give to someone wanting work experience at Drapers? I would advise them send in their CV with as much information as possible including any previous work experience they have. If they are given an opportunity to do work experience they should make their most of that time, meeting as many people as possible, showing eagerness to help out whenever they can and having the confidence to take on any task that is given. And finally, what can we expect in the coming months from Drapers Online? Drapersonline.com is going to continue to evolve over the coming months with aims to develop a clearer online prospect for specific channels and encourage more interaction on the site. I am looking at how I can develop our Ecommece channel online to cater for this ever growing audience. We will continue to be the first to bring all the latest fashion news including breaking news updates and are planning more catwalk coverage over the coming fashion weeks. Websites, Drapers, Online Marketing, Interviews 2009-08-12T00:15:00+00:00 http://2008.leonbaileygreen.com/index.php/site/permalink/fashion_business_club_daily_candy/ http://2008.leonbaileygreen.com/index.php/site/permalink/fashion_business_club_daily_candy/ The Fashion Business Club had a focus on Online for its most recent event. Malika Dalamal of Daily Candy interviewed by Alison Whelan Malika Dalamal, London editor of Daily Candy who I featured on the blog a while ago (here), was the special guest, interviewed by the club’s co-founder Alison Whelan. She’s in good company as previous guests have included Alexandra Shulman and Harold Tillman. If you missed the event Fashionista-at-Law has an excellent overview on what was discussed. Daily Candy has been very much an email based media platform, but this will change at the end of the year with a new website , containing city guide information, due to be launched. A new wedding website is in the planning, as is video content for Daily Candy New York. Websites, Events 2009-08-11T12:00:00+00:00 http://2008.leonbaileygreen.com/index.php/site/permalink/london_college_of_fashion_and_schway/ http://2008.leonbaileygreen.com/index.php/site/permalink/london_college_of_fashion_and_schway/ Schway has teamed up with London College of Fashion for an interactive look at their graduate collection. Schway is an online mix ‘n’ match fashion site where customers can dress mannequins virtually – with both outfits and accessories, and then purchase on the retailers site. Schway is in its early stages at the moment and needs to grow its collections for mass appeal. The graduate collection makes up the sites most eclectic and original pieces so far, and though we get no real idea of fabric and feel for the pieces, the graphic interpretations of the clothing get the core design across. Obviously the graduate collection is not available for purchase, but LCF have succeeded in taking their designs into the digital world, an advantage that serves both fashion lovers, and the graduates themselves. The collaboration is set to continue with more projects on the way next year. See the application, sponsored by Fashshot.com, in action here. ‘London College of Fashion and Schway - taking designs into the digital world’ by Amy Tipper-Hale New Media 2009-08-11T00:10:01+00:00 http://2008.leonbaileygreen.com/index.php/site/permalink/charging_for_fashion_content_affiliate_revenue/ http://2008.leonbaileygreen.com/index.php/site/permalink/charging_for_fashion_content_affiliate_revenue/ The websites of The Telegraph, Daily Mail, GMTV and Marie Claire, to name a few, use either ShopStyle or LynkU to power their branded shops. Daily Mail’s online fashion shop The publishing and media groups see online retail as a way of generating revenue by sharing affiliate commissions with the shopping aggregators. You’ve probably heard that some publishing groups are looking to introducing pay walls, with users charged micro-payments for content. If this happens it is likely there will be less visitors finding the publisher’s fashion content through search; leading to a reduced opportunity to direct people to a branded shop. Less affiliate commission potential all round then? Not a problem for the publisher, if of course they end up making more money from charging users for content than driving online retail sales. But it does matter to the aggregator, who needs the publisher to achieve reach. It does matter to the online retailer, who sees conversions coming through from publishers. And it does matter to the affiliate networks, for obvious reasons. Content, E-Commerce, Media 2009-08-10T08:30:00+00:00 http://2008.leonbaileygreen.com/index.php/site/permalink/drapers_ask_the_expert_get_your_e_commerce_question_in/ http://2008.leonbaileygreen.com/index.php/site/permalink/drapers_ask_the_expert_get_your_e_commerce_question_in/ This month the focus is on E-Commerce for Ask The Expert on Drapers Online. On the panel is myself, Fadi Shuman of Pod1, Steve Robinson of M and M Direct, Andy Francis of e-style and Jane Gleadall of Biglight. Send your question in here at Drapers Online Drapers, E-Commerce 2009-08-10T00:10:01+00:00 http://2008.leonbaileygreen.com/index.php/site/permalink/press_retail_week_online_merchandising_a_picture_is_worth/ http://2008.leonbaileygreen.com/index.php/site/permalink/press_retail_week_online_merchandising_a_picture_is_worth/ Featured in ‘Online merchandising, A picture is worth a 1,000 words’ in this week’s Retail Week. Read the article on the Retail Week website Press 2009-08-09T00:10:00+00:00 http://2008.leonbaileygreen.com/index.php/site/permalink/london_fashion_network_the_power_of_the_blog_making_money_from_blogging/ http://2008.leonbaileygreen.com/index.php/site/permalink/london_fashion_network_the_power_of_the_blog_making_money_from_blogging/ I chaired the final online event for the London Fashion Network; this one was about the power of the blog. One of the hot topics was making money from blogs. Charlotte from Glam Media was keen for fashion bloggers to monetise their websites with Glam’s network adverts but the panel of bloggers weren’t so sure. Some thought it would put readers off, whilst others just didn’t want the hassle. It is possible to make a living by having affiliate links and adverts on blogs, but it can compromise the content; a lot of bloggers in the fashion space don’t want to risk that. Blogger Mademoiselle Robot charges for personal styling (see here) My own view is that blogs can be used to enhance how someone already makes money offline. Mademoiselle Robot is using the following she has built up on her blog to launch a new online personal styling consultancy. I think the team at Glam, and many other ad networks, will just have to accept that some fashion bloggers just don’t want adverts. It doesn’t mean they’re commercially dim or afraid of advertisers, it just means they don’t want to make money from their passion – because then it becomes a job. Marketing, Online Marketing, Online PR, Events 2009-08-06T00:30:00+00:00 http://2008.leonbaileygreen.com/index.php/site/permalink/mademoiselle_robot_launches_mademoiselle_style/ http://2008.leonbaileygreen.com/index.php/site/permalink/mademoiselle_robot_launches_mademoiselle_style/ Fashion, vintage and bijou living. After blogging about all things stylish for two years Mademoiselle Robot (Laëtitia Wajnapel) has launched Mademoiselle Style, a style consultancy service for the online generation. Picking up on a trend led by iStylista, Laëtitia has noticed a need for online personal styling – not everyone can afford a personal stylist by their side for shopping trips and virtual styling is the way forward. Those that can, are able to meet Laëtitia in person, making Mademoiselle Style a truly flexible option for personal styling. Laëtitia has seen the development of her fashion blog following as an opportunity to provide a sound commercial offering offline. It proves making money from blogs, doesn’t have to mean on page adverts. Websites 2009-08-05T00:20:01+00:00 http://2008.leonbaileygreen.com/index.php/site/permalink/matthew_williamson_online/ http://2008.leonbaileygreen.com/index.php/site/permalink/matthew_williamson_online/ Matthew Williamson’s Autumn/Winter collection is available online. After launching his flagship store in Mayfair in 2004, the company has spread to West 14th Street in New York, and most recently in the Dubai Mall. The designer’s profile is spreading, and surely the last frontier for mass appeal is trumping the worldwide web. What a collection to launch online with: The Autumn/Winter is a distinctive shift for Williamson, “There is definitely a moving forward, or maturing of my collections. This sleeker look reflects the more sophisticated look of my customers” says Matthew. It’s certainly an eloquent tribute to a colder climate with luxurious furs, bejewelled warrior-like eveningwear, and a rich palette of watermelon and Kingfisher blue. The website is perfectly polite – easy to navigate, and each viewing item has alternative views and a “you may also like” section. Collections are easy to view and don’t take forever to download, as well as enlarging immediately if you pause in the search. I do like the website’s design, but I can’t help feeling that the collection looses some of it’s magic. It might be the white backgrounds and rather stark contrasts, which are user friendly but slightly sterile. www.matthewwilliamson.com ‘Matthew Williamson Online’ by Amy Tipper-Hale Websites, E-Commerce 2009-08-04T01:30:00+00:00 http://2008.leonbaileygreen.com/index.php/site/permalink/kara_tointon_and_michelle_for_george_available_to_buy_online/ http://2008.leonbaileygreen.com/index.php/site/permalink/kara_tointon_and_michelle_for_george_available_to_buy_online/ You can’t have escaped photos of Kara Tointon over the past few days in the new Michelle for George lingerie collection. If you’ve read about it online (here, here and here) you’d expect to be able to buy it online. At the time of writing this, the Michelle for George section on the George.com website shows Suzanne Shaw and the range she promoted. No sign of the new collection modelled by Kara. The majority of visits these articles will get is within the first few days – in this case, during that period the range hasn’t been available to buy online. I think Asda George have been pioneering as a value online retailer (see my first Drapers blog about Asda George here), but they could have missed out on a lot of potential sales by not having the collection modelled by Kara available to buy. Content, E-Commerce, Online PR, News 2009-08-04T00:30:00+00:00 http://2008.leonbaileygreen.com/index.php/site/permalink/emaps_antony_hawman_is_moving_to_my_wardrobecom/ http://2008.leonbaileygreen.com/index.php/site/permalink/emaps_antony_hawman_is_moving_to_my_wardrobecom/ Emap’s Commercial Brand Manager Antony Hawman will soon be taking up the role of Brand Partnerships Manager at online fashion retailer My-Wardrobe.com. Antony was the creative head behind the very first Drapers Etail Awards earlier this year, and Retail Week’s 21st birthday party at Liberty. He’s struck up a series of partnerships for Emap’s B2B publishing brands, including affiliating Drapers with the Fashion Business Club. At My-Wardrobe.com, Antony, who featured alongside Lauretta Roberts in Online Fashion 100, will be responsible for creating tie-ups to develop increased brand awareness and drive traffic to the online designer retailer. Antony is a great coup for My-Wardrobe.com and focusing its marketing strategy on partnerships is a canny decision as many brands which are complimentary will be seeking cost-effective ways to market themselves. Marketing, Branding, PR, E-Commerce 2009-08-03T00:15:00+00:00 http://2008.leonbaileygreen.com/index.php/site/permalink/london_fashion_network_the_power_of_the_blog_vox_pops/ http://2008.leonbaileygreen.com/index.php/site/permalink/london_fashion_network_the_power_of_the_blog_vox_pops/ New Media, Online PR, Events, Video 2009-08-02T15:58:00+00:00 http://2008.leonbaileygreen.com/index.php/site/permalink/press_drapers_off_the_record_london_fashion_network/ http://2008.leonbaileygreen.com/index.php/site/permalink/press_drapers_off_the_record_london_fashion_network/ London Fashion Network Power of the Blog event featured in Drapers. Press 2009-08-02T14:16:00+00:00 http://2008.leonbaileygreen.com/index.php/site/permalink/drapers_blog_my_wardrobecom_model_vs_mannequin/ http://2008.leonbaileygreen.com/index.php/site/permalink/drapers_blog_my_wardrobecom_model_vs_mannequin/ ‘My-Wardrobe.com – Model vs Mannequin, which do you prefer?’ Have your say on Drapers Online. Websites, Drapers, E-Commerce 2009-07-29T17:55:00+00:00 http://2008.leonbaileygreen.com/index.php/site/permalink/drapers_blog_will_fashionaircom_get_22m_viewers/ http://2008.leonbaileygreen.com/index.php/site/permalink/drapers_blog_will_fashionaircom_get_22m_viewers/ Read my Drapers blog, ‘Will Simon Fuller’s Fashionair.com get 22m viewers?’ New Media, Drapers, Video 2009-07-27T19:49:00+00:00 http://2008.leonbaileygreen.com/index.php/site/permalink/drapers_blog_improving_your_online_shopping_experience/ http://2008.leonbaileygreen.com/index.php/site/permalink/drapers_blog_improving_your_online_shopping_experience/ Read my Drapers blog, ‘Improving your online shopping experience: Schway, iStylista and Empora’ Drapers, Online Marketing, E-Commerce 2009-07-27T19:44:03+00:00 http://2008.leonbaileygreen.com/index.php/site/permalink/hed_kandi_miss_selfridge_for_body_con_dresses/ http://2008.leonbaileygreen.com/index.php/site/permalink/hed_kandi_miss_selfridge_for_body_con_dresses/ I can’t believe no-one’s thought to do this before – the Hed Kandi ladies, those glamorous graphic body poppers should already be synonymous with Miss Selfridge: the concept is perfect. The collection will be launched online on Monday, and available at Miss Selfridge stores. Those who register their interest online can buy a day before it goes into shops. Graphics for the website surely won’t be an issue; Hed Kandi is one of the most fun, recognisable pop-culture peacocks, perfect for site design. The website will be aiming for an interactive experience, and with a fairly small collection (10 dresses in total) this ought to give more scope for playful extras – catwalk shows, good soundtracks and a taste of Ibiza online. Hed Kandi illustrator Jason Brooks will finally see his girls brought to life. www.missselfridge.com/hedkandi ‘Hed Kandi teams up with Miss Selfridge for body con dresses’ by Amy Tipper-Hale Websites, PR, E-Commerce 2009-07-22T20:50:00+00:00 http://2008.leonbaileygreen.com/index.php/site/permalink/london_fashion_network_merchandising/ http://2008.leonbaileygreen.com/index.php/site/permalink/london_fashion_network_merchandising/ The London Fashion Network recently held an event on e-commerce merchandising. The panel: Lee Friend, Zia Zareem-Slade and Gary Day-Ellison I recommended two of the three panellists, Lee Friend and Zia Zareem-Slade, both extremely knowledgeable in all things online retail, but specifically visual merchandising on the web. Myself with Fashshot’s Lee Friend Along with branding expert Gary Day-Ellison the trio offered some helpful tips to up and coming retailers. Some of the tips offered by the panel… - If you decide to use model shots be aware some customers can be put off by models with certain hair colours - Write decent copy about fabric and materials; how will it sit, feel, flow etc? - Design your website to show as many preview images as possible - Don’t be distracted by innovations in mobile technology, get the basic offering right first I’ll post the podcast of the event when it becomes available Websites, E-Commerce, Events 2009-07-21T00:20:00+00:00 http://2008.leonbaileygreen.com/index.php/site/permalink/calvin_klein_world_cup_underwear_house_of_fraser/ http://2008.leonbaileygreen.com/index.php/site/permalink/calvin_klein_world_cup_underwear_house_of_fraser/ Online stores of bricks and mortar retailers are sometimes at risk of boring token operations of the physical store. Not known for anything in their own right, the websites merely act an alternative platform for purchase or pre-shopping. But many are now beginning to develop their own identity with online only exclusives. This week the House of Fraser website has an exclusive on Calvin Klein World Cup themed underwear. Alone, these kinds of specials won’t set the world alight. But regular exclusives will work to develop the customer’s attachment to the online brand. And that slowly developing attachment will lead to the online operation being seen as more than a token operation to the physical brand, but a valuable accompaniment to it. Marketing, E-Commerce 2009-07-20T00:30:00+00:00 http://2008.leonbaileygreen.com/index.php/site/permalink/press_retail_week_the_next_generation_of_e_tail/ http://2008.leonbaileygreen.com/index.php/site/permalink/press_retail_week_the_next_generation_of_e_tail/ Featured in Joanna Perry’s ‘The next generation of e-tail’ in this week’s Retail Week. Read the article on the Retail Week website Websites, New Media, E-Commerce, Press 2009-07-19T19:01:00+00:00 http://2008.leonbaileygreen.com/index.php/site/permalink/press_drapers_off_the_record_online_fashion_100_event/ http://2008.leonbaileygreen.com/index.php/site/permalink/press_drapers_off_the_record_online_fashion_100_event/ Online Fashion 100 event featured in Drapers. Press 2009-07-18T14:13:00+00:00 http://2008.leonbaileygreen.com/index.php/site/permalink/online_fashion_100_event_video/ http://2008.leonbaileygreen.com/index.php/site/permalink/online_fashion_100_event_video/ Events, Video 2009-07-15T12:29:00+00:00 http://2008.leonbaileygreen.com/index.php/site/permalink/a_preview_of_simon_fullers_fashionair/ http://2008.leonbaileygreen.com/index.php/site/permalink/a_preview_of_simon_fullers_fashionair/ The future of fashion magazines has made me loose sleep over the past few weeks. Their demise is predicted as imminent and now the only discussions worth having are how we’re going to format it all online. I think Fashionair.com may have it cracked. Fashionair is a new website launching in September by Spice Girl’s ex-manager Simon Fuller. Whilst we were gagging for girl power and plastic pop back in the mid nineties, the end of the noughties has bought about a more pressing need – an interactive, fashion forward and graphic conscience website. Fashionair looks like a cut out collage of my favourite issues of Vogue. The imagery is busy without being overwhelming – you want to click on everything because it’s bright, sparkly and inviting. Fashionair has a good use of space and colouring, and so far – no irritating pop-up ads. Where the site really excels is on video content. They have ‘Style Council’ which is basically a fashion-shopping channel for discerning customers. The joy being that whilst the video is playing you can click on the product, which is being displayed on the site at the same time. ‘Fashion Insider’ gets some of the biggest names in fashion on the site so that we can go poking around their wardrobes and interactively living their fashionable lives. The Personal Style section really works – items such as ‘7 Days of Chic’, with designer Saloni Lodha, takes us on a fashion guide through her holiday wardrobe – this time we can buy high street replicas of what she’s wearing by clicking on the screen. I suspect in September Fashionair will be in every favourites bar, and the ultimate lunchtime browsing experience. ‘A preview of Simon Fuller’s Fashionair’ by Amy Tipper-Hale Websites, New Media, Content, Video 2009-07-13T00:45:00+00:00 http://2008.leonbaileygreen.com/index.php/site/permalink/meet_joanna_perry_technology_editor_at_retail_week/ http://2008.leonbaileygreen.com/index.php/site/permalink/meet_joanna_perry_technology_editor_at_retail_week/ I recently met up with Joanna Perry, the technology expert at Retail Week. If you’re readinig this you must know Retail Week as a must-read for those in, erm, retail. Drapers is the staple for the fashion industry, and Retail Week has a particular focus on what’s happening generally in the sector of consumer selling. Joanna covers retail technology for the publication, everything from IT systems to e-commerce issues. She quickly picked up on HabitatTwitterGate, and was - albeit unwittingly - quoted in The Telegraph’s coverage of the fiasco. Joanna and I spoke about some of the hot topics within online fashion retail, including creating blogs. Setting up and strategising content on blogs is something I help fashion brands with, so I was more than happy to answer the reader dilemma recently sent in to Retail Week (featured here). Joanna and I at the Online Fashion 100 event / Photo courtesy of Fashshot Joanna hosted the Retail Week Technology Awards last month and was in work the next day despite the 4am finish. She made a Twitter plea in the morning for a McFlurry. I don’t know if she got it, but she did have drinks and canapes at the Online Fashion 100 event that evening! Online Marketing, E-Commerce, Online PR, Media 2009-07-09T00:30:00+00:00 http://2008.leonbaileygreen.com/index.php/site/permalink/press_scarlet_magazine/ http://2008.leonbaileygreen.com/index.php/site/permalink/press_scarlet_magazine/ 40 Ways To Look Fabulous on a Budget (’Dig For Discounts’) - Scarlet, July Issue, out now Download a digital issue at www.scarletmagazine.co.uk E-Commerce, Press 2009-07-08T03:00:00+00:00 http://2008.leonbaileygreen.com/index.php/site/permalink/drapers_blog_theoutnet_of_my_size/ http://2008.leonbaileygreen.com/index.php/site/permalink/drapers_blog_theoutnet_of_my_size/ Read my Drapers blog, ‘theOut of my size – but they do fit, honestly. theOutnet.com’s appeal’ Websites, Drapers, Marketing, E-Commerce 2009-07-06T13:00:00+00:00 http://2008.leonbaileygreen.com/index.php/site/permalink/very_good_littlewoods_direct_is_now_verycouk/ http://2008.leonbaileygreen.com/index.php/site/permalink/very_good_littlewoods_direct_is_now_verycouk/ Littlewoods has rebranded and I’m very impressed. So what am I impressed by… the Homepage is minimal in feel, giving users the option to browse product or interact with content. Content is strong at Very. Loving Louise Roe’s street video and the VIP Loungue where customers can chat to Caprice, Simon Webbe and Miranda Levy to name a few. Very is yet to appear in the natural listings for its own brand name, but they seem to be investing in paid search until this changes. Well, here’s one SEO friendly link to help - Visit Very, the new online fashion store the e-commerce industry will be keeping a ‘very’ close eye on. Websites, Content, E-Commerce, Video 2009-07-05T16:43:01+00:00 http://2008.leonbaileygreen.com/index.php/site/permalink/beth_ditto_for_evans_party/ http://2008.leonbaileygreen.com/index.php/site/permalink/beth_ditto_for_evans_party/ See my Drapers blog ‘Arcadia gets bloggers to Beth Ditto Evans party’ and check out Miggy Likes The Internet for a run down on the party. Events 2009-07-02T21:45:00+00:00 http://2008.leonbaileygreen.com/index.php/site/permalink/grand_gossip_beth_ditto_for_evans/ http://2008.leonbaileygreen.com/index.php/site/permalink/grand_gossip_beth_ditto_for_evans/ The Beth Ditto collection was as I expected. There is nothing shy or retiring about this plus size extravaganza. Some expect the larger women to hide under black smocks and grey scale, and whilst there’s certainly black in the Ditto range – it comes in cropped biker jackets, sequins, and bold prints. Though Evans has previously been a footnote on the high street fashion favourites, this collection is going to fly off the shelves, and the size eights and ten’s will just wear it baggy. A new website www.bethdittoatevans.co.uk has been specifically created to drive traffic to the collection. Going live from the 9th July the site contains streamed music (all the latest Gossip, of course), animated flash based light transitions between pages, as well as a “Backstage Pass” which will hold video content of the designer/star herself. It will feature full-screen lookbook campaign shots by Rankin, including a share section that enables fans to download iphone desktops and screen savers. The domino countdown clock, in honour of her fabulous domino print scarves, has started.  The site is all very interactive, aimed at the Beth Ditto fan-base age with links that can be shared via facebook and youtube. The site is kept fairly separate from the official Evans website, in hopes that they’ll attract a far larger amount of independent traffic. I’m certain they will - there’s nothing about this collection that screams, “plus size” – only “fashion first”. ‘Grand Gossip - Beth Ditto for Evans’ by Amy Tipper-Hale Websites, PR, E-Commerce, Online PR 2009-07-02T21:32:00+00:00 http://2008.leonbaileygreen.com/index.php/site/permalink/rosie_huntington_whiteley_according_to_the_internet/ http://2008.leonbaileygreen.com/index.php/site/permalink/rosie_huntington_whiteley_according_to_the_internet/ Her face is place-able and unmistakable – she smoulders from the latest Burberry ad campaign and appears with the modelling elite in party pages. Rosie Huntington-Whiteley in Agent Provocateur video Online she certainly holds her corner. There are hundreds of images littering the web, mostly from shoots but also with boyfriend Tyrone Wood (son of Ronnie Wood, who she’s been dating since 2003), looking very girl-about-town. The images are divided into two leagues: English rose or smouldering temptress, images which are largely supplied by her Agent Provocateur work. Along with the de rigueur models homepage with archives of images, news updates and envious measurements, she also has her very own fan site set up by a respectable obsessive with over 2,500 hits to date. Rosie also has a MySpace page set up by another fan, who refuses anything negative to be said about the beloved model. The online video ad for Agent Provocateur seems to be a big hit; Tastefully almost-nude Huntington-Whiteley gives a sufficient warning to all males not to forget Valentine’s Day or they’ll be left in a drooling, frustrated puddle. As distant relative of Queen Victoria, it seems the British fashion-conscience public have taken her into their bosom. There is nothing derogatory to be found on Google – which for any public figure is no small feat. Even the bitchiest of blog critics haven’t a bad word to say; “30x hotter than the heavily overrated coke-whore” says ‘Barstadly, comparing Rosie to Kate Moss. Nice. ‘Rosie Huntington-Whiteley according to the internet’ by Amy Tipper-Hale Websites, Online PR, Video 2009-07-01T00:30:00+00:00 http://2008.leonbaileygreen.com/index.php/site/permalink/press_online_fashion_100_event/ http://2008.leonbaileygreen.com/index.php/site/permalink/press_online_fashion_100_event/ Just some of the post Online Fashion 100 event commentary The Online Fashion 100 Party - iStylista Caprice and Nicky Hambleton-Jones make an appearance for the Online Fashion 100 - OSOBLOG The Online Fashion 100 - Koodos Credit Crunch Fashion - The Independent FBC member is 2009’s Online Fashion Star - Fashion Business Club Press 2009-06-30T00:30:00+00:00 http://2008.leonbaileygreen.com/index.php/site/permalink/email_newsletters_shopping_dopamine/ http://2008.leonbaileygreen.com/index.php/site/permalink/email_newsletters_shopping_dopamine/ Dopamine is the chemical which fires a pleasurable feeling in the brain. We’ve all heard the phrase ‘retail therapy’, and know that shoppers feel elated after purchasing. That’s the dopamine neurons being released in the brain. Wolfram Schultz, a neuroscientist at Cambridge University, conducted a series of studies with monkeys. He measured the release of dopamine neurons in their brain after giving them juice (the reward). Naturally it went high. He then presented them with a loud noise, just before giving them the juice. Over time, because of the association of the loud noise and being given juice, the monkeys began releasing dopamine whenever they heard the noise. Simply because they associated it with getting juice. Online fashion retailers always receive an upsurge in traffic and sales when they send out an email newsletter, particularly to those who have purchased before. Perhaps the email newsletter is the loud noise, which shoppers associate with finding that perfect item (the reward). The brain releases the neurons way before the shopper has even clicked through. Websites, E-Commerce 2009-06-29T00:45:01+00:00 http://2008.leonbaileygreen.com/index.php/site/permalink/lunch_lipsy_afternoon_with_kristine_kirby/ http://2008.leonbaileygreen.com/index.php/site/permalink/lunch_lipsy_afternoon_with_kristine_kirby/ I was recently joined by the lovely Kristine Kirby, Ecommerce Director at Lipsy, for lunch at Mortimer’s in Soho. It’s just round the corner from the Lipsy office, where I popped into later, and is the place to catch the ecommerce team lunching or winding down (should you want to stalk them). I have loved watching the growth of Lipsy over the years. The marketing and PR behind the brand has been fantastic. You won’t find a weekly celebrity magazine without seeing someone pictured in Lipsy. Whether it’s Duffy, Jessica Taylor, Paris Hilton or Bianca Gascgoine, who seems to live in the clothes, someone will be wearing it. Now with physical stores and owned by Next Plc, Lipsy is an example, to other own brand online fashion stores, on how to manage growth, change and expansion. Over lunch Kristine and I chatted about future plans for the Lipsy website, and the current online fashion market. We went back to the Lipsy office where I popped in to say hi to the (hard working) team and see some of the samples for Autumn Winter 09. Lipsy has a real signature look. If it isn’t shiny or glistening, it’s bound to have embellishment. Even the office calculators are blinged up. Love Lipsy. And wish they did a men’s range! Websites, E-Commerce 2009-06-24T01:00:00+00:00 http://2008.leonbaileygreen.com/index.php/site/permalink/online_fashion_100_event_sponsored_by_fashshotcom_part_4/ http://2008.leonbaileygreen.com/index.php/site/permalink/online_fashion_100_event_sponsored_by_fashshotcom_part_4/ Fashshot.com’s Lee Friend chats to Caprice Eamonn and Marilyn Clarke of Schway Myself with Nick Ede from EdenCanCan Fashion Business Club’s Courtney Blackman and Rebekah Roy from Stylist Stuff Chantelle Znideric and Hayden Allen-Vercoe of iStylista.com OSOYOU.com’s Jess Markwood Online Fashion 100 Event, Events 2009-06-22T03:00:00+00:00 http://2008.leonbaileygreen.com/index.php/site/permalink/online_fashion_100_event_sponsored_by_fashshotcom_part_3/ http://2008.leonbaileygreen.com/index.php/site/permalink/online_fashion_100_event_sponsored_by_fashshotcom_part_3/ Emap’s Andre Rickerby Extreme CEO Al Gosling Liberty’s Guy Hipwell and Zia Zareen-Slade of Conchango Robert & Claire Russell of Shudoo.co.uk My Fashion Life’s Michele Obi and myself Rob Jones of Harvey Nichols Myself with Lipsy’s Kristine Kirby Brand expert Frances Card Online Fashion 100 Event, Events 2009-06-21T11:00:00+00:00 http://2008.leonbaileygreen.com/index.php/site/permalink/online_fashion_100_event_the_photos_part_2/ http://2008.leonbaileygreen.com/index.php/site/permalink/online_fashion_100_event_the_photos_part_2/ With Zia Zareem-Slade of Conchango Baukjen de Swaan Arons of Isabella Oliver Fashion Business Club founder Courtney Blackman checks out my outfit Nicky Hambleton-Jones announces the winner of Online Fashion Star 2009 Lipsy’s Kristine Kirby with Michael Ross of Ecommera Drapers’s Keely Stocker Online Fashion 100 Event, Events 2009-06-20T13:08:00+00:00 http://2008.leonbaileygreen.com/index.php/site/permalink/online_fashion_100_event_sponsored_by_fashshotcom/ http://2008.leonbaileygreen.com/index.php/site/permalink/online_fashion_100_event_sponsored_by_fashshotcom/ Miriam Lahage from Koodos.com was named the Online Fashion Star 2009 at the Online Fashion 100 event at 24 London. Myself with Miriam Lahage and Nicky Hambleton-Jones Sponsored by Fashshot.com, the great and the good, from e-commerce and fashion, celebrated the work done by those named in Online Fashion 100. Lee Friend, Managing Director of Fashshot.com, Caprice and Myself Fashion expert Nicky Hambleton-Jones announced Miriam Lahage as winner, and supermodel-turned-businesswoman Caprice made a surprise appearance. Lee Friend, Miriam Lahage and Myself Myself with Abigail Blackburn, editor of NOW magazine Being filmed with Eammon and Marilyn Clarke from Schway Antony Hawman and Lauretta Roberts, editor of Drapers Myself with Nicky Hambleton-Jones More photos to come. Online Fashion 100 Event, Events, News 2009-06-19T12:55:00+00:00 http://2008.leonbaileygreen.com/index.php/site/permalink/burberry_provides_a_satisfying_browsing_experience/ http://2008.leonbaileygreen.com/index.php/site/permalink/burberry_provides_a_satisfying_browsing_experience/ Burberry certainly provides a satisfying web browsing experience. Simple and easy to navigate, the clean web design ensures the focus is on product rather than the latest advertising initiative. Products are viewed with ‘back’ and ‘front’ perspectives, as well as a substantial zoom that’s smooth and quick - rather than the downloading mission you’ll find on Google maps. Personally I’d like a 360 degree view, but the zoom allows those all important tailoring details that set luxury brands apart. I like their product information – which is satisfyingly detailed and enticing, along with easy to understand delivery information. But what really works on the site is the detailing on their catwalk collection – which has the same zoom function and product detail as the ready to wear. Another feature that works is the ‘also recommended’ – displaying other items that work with the product. Cheaper than a stylist. ‘Burberry provides a satisfying browsing experience’ by Amy Tipper-Hale Websites, E-Commerce 2009-06-18T00:30:01+00:00 http://2008.leonbaileygreen.com/index.php/site/permalink/london_fashion_bloggers_let_them_eat_cake_magazine/ http://2008.leonbaileygreen.com/index.php/site/permalink/london_fashion_bloggers_let_them_eat_cake_magazine/ On Friday I was on the panel for an informal discussion hosted by Let Them Eat Cake magazine at the Design Museum. There were eight fashion bloggers including Steve from Style Salvage, Rebekah Roy, Vicki Loomes, Elaine Robertson, Susie Bubble, Alex Fury and Jeanie Annan-Lewin. The old debate of print vs online came up. There was a consensus from the panel that we’re simply going through change, and it shouldn’t be a case or one vs the other. Both will survive. My view was that blogs can hit niches, because of the easy route to publishing (anyone can blog for free), whereas printed media needs to appeal more to masses, as the route to publishing in print is a little more challenging to say the least. Photos by Jack Soilleux @ jacksoilleux.com Websites, Content, Events 2009-06-17T00:40:01+00:00 http://2008.leonbaileygreen.com/index.php/site/permalink/press_retail_week_retail_blogs/ http://2008.leonbaileygreen.com/index.php/site/permalink/press_retail_week_retail_blogs/ Retail Surgery: “Lots of our competitors have set up blogs on their websites. If we create one, what should we write about and how successful could we expect it to be?” See my answer in Retail Week June 12 issue, or on the Retail Week website. Websites, Content, Online Marketing, E-Commerce, Press 2009-06-16T00:40:00+00:00 http://2008.leonbaileygreen.com/index.php/site/permalink/press_catalogue_e_business_diversify_or_die/ http://2008.leonbaileygreen.com/index.php/site/permalink/press_catalogue_e_business_diversify_or_die/ I was asked to comment on home shopping businesses diversifying their offering, for Catalogue e-business magazine. The article Diversify or Die features in the June issue, out now. Read the article online on the Catalogue e-business website. E-Commerce, Press 2009-06-15T21:50:00+00:00 http://2008.leonbaileygreen.com/index.php/site/permalink/london_fashion_network_trading_online_getting_noticed/ http://2008.leonbaileygreen.com/index.php/site/permalink/london_fashion_network_trading_online_getting_noticed/ Last week I chaired the London Fashion Network’s Trading Online event, which focused on Getting Noticed. L to R: Richard, Barnaby, myself, Joel, Stephen The panel included Stephen Pratley from Shine Marketing, Richard Thorpe from Screen Pages, Joel Vertes from Olswang and Barnaby Brown from motelrocks.com. Topics covered included search engine optimisation, paid search, fashion blogs, domain names and email marketing. There were a mixture of experiences on the panel, and I was most pleased that all agreed on the principle of online PR being the focus for SEO and building traffic. I’ve said many times before about the importance of finding that interesting unique thing, about a website or brand, to shout about, in order to attract links and attention. There was also a consensus on using paid search as a research resource, for instance to find out which keywords are the best converters. The panel were keen to stress that campaigns should be managed, or at least set up, by a professional, otherwise costs can spiral. The next Trading Online event will be on July 9th and focuses on ensuring your website is ‘Looking Good’. Websites, Online Marketing, Online PR, Events 2009-06-15T00:30:00+00:00 http://2008.leonbaileygreen.com/index.php/site/permalink/drapers_blog_interview_with_abigail_blackburn_part_2/ http://2008.leonbaileygreen.com/index.php/site/permalink/drapers_blog_interview_with_abigail_blackburn_part_2/ Which online fashion stores does NOW magazine editor Abigail Blackburn rate? Read my latest Drapers blog, ‘Interview with NOW magazine editor Abigail Blackburn (Part 2)’ See Part 1 of the interview here New Media, Content, Interviews, Media 2009-06-11T00:30:01+00:00 http://2008.leonbaileygreen.com/index.php/site/permalink/nu_look_at_lookbooknu/ http://2008.leonbaileygreen.com/index.php/site/permalink/nu_look_at_lookbooknu/ I stumbled across Lookbook.nu after searching for hours on the Internet – trying to find out if I could order 24/7 Suits online. If you haven’t heard of 24/7 Suits it’s an Italian label created by Livio Graziottin: a menswear collection, which unfortunately seems to be sold everywhere but the UK. See the collection on the 24/7 Suits website I found 24/7 Suits on lookbook.nu and quickly became distracted. The premise of the site is a “street style” type of arrangement but it mainly deals with luxury brands, mixed in with the Topshop and American Apparel basics. Designers have caught on to the lookbook.nu trend and have started posting their own collections, with website links and stockists. Members are also able to post their own series of “looks” using different brands - so Vivienne Westwood is displayed not as a catwalk ensemble, but as a unique interpretation from a fashion-lover in Hamburg. Genius. ‘Nu Look at Lookbook.nu’ by Amy Tipper-Hale Websites, Online PR 2009-06-10T10:00:00+00:00 http://2008.leonbaileygreen.com/index.php/site/permalink/interview_with_abigail_blackburn_editor_of_now_magazine/ http://2008.leonbaileygreen.com/index.php/site/permalink/interview_with_abigail_blackburn_editor_of_now_magazine/ What does the internet mean to the editor of Britain’s premier celebrity weekly? Abigail Blackburn, editor of NOW magazine, reveals her must-read websites, views on blogging and the role of showbiz gossip forums. So, what are your favourite websites? Abigail: I’m a regular on Wonderwall, The Superficial and People.com (and its Celebrity Baby Blog). My guilty secret is First Lady of Style because I actually don’t feel my week’s complete if I haven’t checked out what Michelle Obama’s been wearing - I obsess about all her belts and most of her dresses. First Lady of Style & Deadline Hollywood Daily I also check out Deadline Hollywood Daily for US industry gossip, Girl With A Satchel to keep up with Aussie media gossip and The Style Editor because, in all seriousness, NOW’s Alison Tay is an enigma whose blog is always full of surprises, even though I can see her desk from my office. It’s the only way I can keep up with her.  The Digital Spy Showbiz forum has a huge user generated blind items thread. What part, if any at all, do gossip forums play in getting new stories for NOW? A: They play a role if there’s suddenly a big interest or outcry over a celebrity who’s key for NOW’s cast list. So if there’s a massive reaction over Jennifer Aniston or Cheryl Cole then we may well pick up on that and mention it as part of a feature. However forums don’t generate complete stories for us as they’re still one step too removed from the celebrity and tend to be litigious. Our news team always work with great sources or they wouldn’t get any story past our lawyers. Do you see blogs as a way to spot new writing talent for the magazine? A: Mainly in the sense that it helps to loosen up the writing of staff who are currently blogging as well as writing on the page for the print mag. Blogging lends itself to a much more informal style and letting that filter through to the magazine makes it feel more contemporary. I get lots of emails from people asking me to check out their blogs, but I’m afraid I don’t always find the time to take them up on their offer, thanks to the 100+ emails I receive daily. See Part 2 of the interview here on Drapers Online. The new look NOW is on sale. See more on www.nowmagazine.co.uk New Media, Content, Interviews, Media 2009-06-08T00:30:00+00:00 http://2008.leonbaileygreen.com/index.php/site/permalink/press_retail_week_good_shop_bad_shop/ http://2008.leonbaileygreen.com/index.php/site/permalink/press_retail_week_good_shop_bad_shop/ Contributed ‘Good Shop, Bad Shop’ in Retail Week. E-Commerce, Press 2009-06-06T19:06:00+00:00 http://2008.leonbaileygreen.com/index.php/site/permalink/drapers_blog_tesco_online_fashion_retail_market/ http://2008.leonbaileygreen.com/index.php/site/permalink/drapers_blog_tesco_online_fashion_retail_market/ Why am I excited about the impending birth of Tesco’s online fashion store? Read my latest Drapers blog, ‘Tesco will upset the online fashion retail market’ Content, Drapers, E-Commerce 2009-06-04T00:52:00+00:00 http://2008.leonbaileygreen.com/index.php/site/permalink/spendthrift_catwalk_show_backstage/ http://2008.leonbaileygreen.com/index.php/site/permalink/spendthrift_catwalk_show_backstage/ A few weeks ago I attended the launch party for Spendthrift, a new fashion label. It was hosted at Jalouse in Hanover Square, and included a catwalk show and live guitarist. I recently came across a blog about the event by a stylist named Madeleine. She takes a bit of mystery out of the event by revealing some of the happenings behind the scenes. The blog post is insightful reading for anyone that wants to work in the fashion industry. It’s also indicative of our culture, where we are increasingly educated on, and somewhat becoming immune to, the goings on in the creative/media/pr world. What goes on backstage, doesn’t always stay backstage. Content, Events 2009-06-03T00:30:00+00:00 http://2008.leonbaileygreen.com/index.php/site/permalink/live_the_hiho_lifestyle/ http://2008.leonbaileygreen.com/index.php/site/permalink/live_the_hiho_lifestyle/ I like the way online jewellery retail Hiho Silver uses events to epitomise the lifestyle of its brand. Not only does the Events page work to draw people to the website, by ranking for event related terms on search engines, it also solidifies the brand value, by screaming that it knows the lifestyle of its customer. I came across Hiho Silver as Nick Ede has just launched his own range of jewellery for the store called Lost & Found. The collection of statement jewellery is available to buy online now, with a percentage of sales going to The Stroke Association. Websites, Online Marketing, E-Commerce 2009-06-02T00:30:00+00:00 http://2008.leonbaileygreen.com/index.php/site/permalink/meeting_courtney_blackman_from_fashion_business_club/ http://2008.leonbaileygreen.com/index.php/site/permalink/meeting_courtney_blackman_from_fashion_business_club/ I recently met up with Courtney Blackman, co-founder of the Fashion Business Club. Fortnum & Mason was the meeting place, chosen by Courtney, being a place she frequents often. We chatted about fashion (of course), including the difficulties of finding clothes for the more petite man and woman. As well as founding Fashion Business Club, where industry players network and help each other, Courtney also runs Forward PR, where she represents Britain’s Next Top Model judge Louis Mariette and designer names Fred&Ginger and Rebecca Cella to name a few. See Courtney’s recent guest post on this blog here. PR 2009-06-01T00:30:00+00:00 http://2008.leonbaileygreen.com/index.php/site/permalink/drapers_who_is_the_star_of_online_fashion/ http://2008.leonbaileygreen.com/index.php/site/permalink/drapers_who_is_the_star_of_online_fashion/ The Online Fashion 100 are now voting for the ‘Star’ of the industry, with the winner to be announced, and an award presented, at an event, sponsored by Fash Shot, next month. Who will win? Read my latest Drapers blog, ‘Who is the Star of Online Fashion?’ Download Online Fashion 100 for a reminder of the names. If you’re on the list email vote100@reallycontent.com with the three names you think should win, by June 12th. New Media, Drapers, Events 2009-05-29T00:45:00+00:00 http://2008.leonbaileygreen.com/index.php/site/permalink/mark_heyes_at_shudoo/ http://2008.leonbaileygreen.com/index.php/site/permalink/mark_heyes_at_shudoo/ Over at Shudoo.co.uk we’re working with Mark Heyes, who you might just recognise as GMTV’s expert stylist. Mark will regularly be picking his favourite products, answering style advice questions and blogging at Shudoo News. Websites, Content, E-Commerce 2009-05-28T00:15:00+00:00 http://2008.leonbaileygreen.com/index.php/site/permalink/would_you_pay_for_stylebible/ http://2008.leonbaileygreen.com/index.php/site/permalink/would_you_pay_for_stylebible/ If you want up to the minute information on the best sample sales, restaurants, salons and places to go, you’re spoilt for choice. Stylebible.com charges for premium content Chiconomise and Daily Candy are just two lifestyle email newsletters which offer tips for free, whilst Stylebible charges for access to similar content. According to Stylebible’s Racheal Cooper “Membership is designed to pay for itself. If premium members take up offers or go to the higher end sample sales, the savings more than cover the cost of membership”. Stylebible membership does come with perks (see here). But are they enough to make you cough up £120 per year? Websites, Content 2009-05-26T00:15:00+00:00 http://2008.leonbaileygreen.com/index.php/site/permalink/14_ways_to_promote_a_new_fashion_label_online/ http://2008.leonbaileygreen.com/index.php/site/permalink/14_ways_to_promote_a_new_fashion_label_online/ How can new fashion labels market themselves online? Read my latest Drapers blog, ‘14 ways to promote a new fashion label online’ Drapers 2009-05-23T16:26:00+00:00 http://2008.leonbaileygreen.com/index.php/site/permalink/malika_dalamal_editor_of_daily_candy_london/ http://2008.leonbaileygreen.com/index.php/site/permalink/malika_dalamal_editor_of_daily_candy_london/ A few weeks ago I caught up with Malika Dalamal, editor of the London version Daily Candy. Malika used to write for another Daily, The Telegraph, but can now be found looking for quirky lifestyle venues, brands, events and people to feature in the glossy daily email newsletter. Daily Candy prides itself on its organic growth, relying on subscribers recommending it to friends, as well as its strict editorial guideline, where it must be the first to feature a story. If something’s been published elsewhere, it gets dropped from Daily Candy’s radar – it’s exclusives or nothing here! Content 2009-05-21T00:30:00+00:00 http://2008.leonbaileygreen.com/index.php/site/permalink/playing_with_lingerie_models_by_body_shape/ http://2008.leonbaileygreen.com/index.php/site/permalink/playing_with_lingerie_models_by_body_shape/ Online retailers are constantly thinking of ways to eliminate barriers to purchase. Shoppers do like to feel and see fashion, but the success of home shopping and the growth in online fashion retail speaks volumes. If people are given enough textually and visually they’ll feel confident in purchasing. One barrier to purchase is fit – we normally tend to fit into standard sizing for clothing, but when it comes to lingerie fit is more important. That’s why online lingerie retailers have to work that little bit harder to secure a purchase. The KnickerPicker.com website allows you to see videos of models wearing underwear available to but online from a range of stores. You pick a model with a similar body shape, choose the lingerie, see how it looks on a real woman, then click to purchase. New Media, E-Commerce, Video 2009-05-20T00:30:00+00:00 http://2008.leonbaileygreen.com/index.php/site/permalink/keely_stocker_lauretta_roberts_from_drapers/ http://2008.leonbaileygreen.com/index.php/site/permalink/keely_stocker_lauretta_roberts_from_drapers/ I recently went to lunch with editor of Drapers, Lauretta Roberts and Keely Stocker, the Digital Content Manager of the Drapers Online website. For those of you not aware of Drapers, it’s a weekly fashion retail industry magazine being a must-read for everyone in fashion, from the up-and-coming to the retail elite. I have written a blog for Drapers since last summer, and was on the judging panel of the Drapers Etail Awards which took place earlier this year. The awards will be back next year, and I am told it will be much bigger as the January event was sold out and there were a huge amount of entries; proof that the e-commerce sector is booming, and a testament to Drapers that such an industry accolade is so sought after. There may also be new award categories too, which is great, as it opens up options to online retailers. I asked Keely if there would be a separate navigation tab on the Drapers Online website for E-Commerce, as it’s such a popular area, and she said it was being looked into. Lauretta mentioned there is a Drapers conference dedicated to online retail planned for October, which is around the same time we should be hearing about the next Etail Awards. New Media, Drapers, E-Commerce, Media 2009-05-19T00:33:00+00:00 http://2008.leonbaileygreen.com/index.php/site/permalink/cheaper_fashion_buy/ http://2008.leonbaileygreen.com/index.php/site/permalink/cheaper_fashion_buy/ Internet payment provider ClickandBuy recently carried out some research with YouGov. The survey found 44% plan to spend more time online looking for cheaper versions of high street buys, rather than reduce their spend during the recession. 36% said they would be spending more online than on the high street in 2009, compared to 2008. Fashion is an area that people will cut back on in terms of how much they spend, rather than how much they buy. That’s why private sales websites such as Cocosa, Brand Alley and Vente-Privee, and discount stores like Koodos, have grown in popularity, as have discount codes. They offer access to designer brands at affordable prices – the discount is the new in-store shopping experience. E-Commerce 2009-05-18T00:30:00+00:00 http://2008.leonbaileygreen.com/index.php/site/permalink/guest_post_fashion_business_club/ http://2008.leonbaileygreen.com/index.php/site/permalink/guest_post_fashion_business_club/ Guest post by Courtney Blackman, Co-Founder & Co-Chairman of Fashion Business Club Fashion Business Club (FBC) is composed of the sharpest minds in the industry, and there isn’t a member who hasn’t harnessed the power of the Internet. From digital news providers including Drapers, Vogue.com, Fashion.Music.Style and Stylist Stuff; to a massive list of online retailers such as Koodos.com, Adili and Debenhams, FBCers understand the importance of e-commerce, news distribution and of course using their websites as marketing tools for services like photography, copywriting, legal assistance and show production. FBC brings all these empirical experts together to share ideas and learn from each other with the end result of course to increase everyone’s bottom line. FBC was designed to foster business support through experience and knowledge and all it takes to join is a minimum of two years working as a professional in the industry. To apply for membership, you can download an application form from the Fashion Business Club website. FBC’s next meeting is on the 28th of May at the Institute of Contemporary Arts, and FBC board member and fashion illustrator Daisy de Villeneuve will be interviewing Felder Felder, followed by business networking. Guest post by Courtney Blackman, Co-Founder & Co-Chairman of Fashion Business Club Events 2009-05-14T00:20:00+00:00 http://2008.leonbaileygreen.com/index.php/site/permalink/interview_with_carla_bevan_editor_of_marie_claire/ http://2008.leonbaileygreen.com/index.php/site/permalink/interview_with_carla_bevan_editor_of_marie_claire/ What did you think of Online Fashion 100? A great idea. My mum couldn’t understand why I wasn’t at number one though! Who in the list would you most like to be stuck in a lift with? For stealing style tips, definitely Natalie Massenet. I suppose with net-a-porter as your own private wardrobe, it’s not difficult to be well-dressed, but she always looks so effortlessly chic. If I’m going to be there for ages, probably Maria Milano; we’re old friends, having sat next to each other for three years when she edited GQ.com and I edited Glamour.com, so always have plenty to gossip about. You worked with My-Wardrobe on a trends channel, would you like to work more closely with retailers on content in the future? We’re always on the hunt for new partners and have done some great partnership work this year with Wallis, Uniqlo, Lastminute.com and i-escape.com, to name just a few. Carla Bevan is the editor of MarieClaire.co.uk Some say in a recession sales of shoes, make-up and accessories grow faster than that of other fashion items. Do you believe this theory, and is it impacting your content plans? Yes, definitely, it’s far easier to update your wardrobe with a few well-chosen accessories, than expensive top-to-toe outfits. We’re ensuring we include plenty of shoes and bags in our ever-popular Buy of the Day slot and our What to Wear This Week feature. Having said that, our readers seem to love reading about dresses, too, right now. If you could choose a fashion blogger to do your job for a day who would it be? Tavi, of tavi-thenewgirlintown.blogspot.com - she’s ace. Visit the Marie Claire website New Media, Content, Interviews, Media 2009-05-12T00:15:00+00:00 http://2008.leonbaileygreen.com/index.php/site/permalink/promote_a_new_fashion_label_eg_fashion_bloggers/ http://2008.leonbaileygreen.com/index.php/site/permalink/promote_a_new_fashion_label_eg_fashion_bloggers/ e.g., a new fashion label started by Emma Griffiths (who graduated from Westminster University last summer) and Jeanpierre Kalebic (a former estate agent), is one of the best examples I have seen of a fashion start-up getting on with the business of promoting themselves online, and successfully too. There are tons of new fashion labels launching all the time, but unlike many of them Emma and Jeanpierre have focused first on getting coverage from fashion bloggers. The next stage of their plan is to target online fashion magazines before beginning an assault on the fashion magazines, using the buzz from fashion blogs as a way in. A very clever (and realistic) strategy if I do say so myself. Every new label wants to be featured in Vogue and Grazia, but there is a lot to be gained by start-up labels from featuring on blogs like Style Bubble and Kingdom of Style. Queen Michelle features e.g on Kingdom of Style blog e.g. Sales Director Jeanpierre says “We have been picked up by a number of blogs and this has provided us with a steady stream of new visitors to the site”. Fashion bloggers offer awareness, visitors to websites, search engine friendly links and post-blog commentary from their readers, often offering constructive insight into what they think of the range. See e.g.’s press page - pretty impressive work. Online Marketing, E-Commerce 2009-05-11T00:30:00+00:00 http://2008.leonbaileygreen.com/index.php/site/permalink/online_fashion_retailers_homewares_and_seo/ http://2008.leonbaileygreen.com/index.php/site/permalink/online_fashion_retailers_homewares_and_seo/ Homewares - the new growth area for online fashion stores. Which stores have an SEO head start? Read my latest Drapers blog, ‘Online fashion retailers, homewares and SEO’ Drapers 2009-05-09T13:41:00+00:00