My 2.0 Cents on Fashion Marketing

I've been seriously behind on my blog reading, and just stumbled upon some intriguing thoughts shared on two of my favorite blogs - The Runway Scoop by Maria Palma, and The Business of Fashion by Imran Amed - on the subject of fashion marketing 2.0. I hope I am not chiming in too late, but wanted to shed light on these thought-provoking, important posts, and add my humble two cents.

In her post titled "Fashion Marketing 2.0," Maria at The Runway Scoop discusses her recent experience of browsing through Vogue and Teen Vogue, noting that there was no difference between the two magazine's advertising that reflected targeting or customizing despite the difference in each publication's demographic. She laments that the advertisements were "forgettable," and elaborates that fashion industry execs should look to the internet for the future of fashion marketing and advertising. Maria specifically cites the example of Chanel inviting bloggers like DC's own Betsy Lowther (of Fashion is Spinach) for an event in Paris, and suggests fashion execs should look to create branded online communities and engage existing fans through interactive experience.

Among the latest posts in an excellent series entitled "Fashion 2.0," Imran at The Business of Fashion also brings up the question as to which luxury brand will be the first create an online community for their loyal customers, putting his money on Gucci. He takes a look at how little progress has been made since his original post on the subject, nearly a year ago, speaking on the need for luxury brands to reach their customers online. Imran notes that most of the brands haven't even dipped their toes in this particular endeavor, noting, "Marc Jacobs has no online store. Neither do Dolce & Gabbana, Cartier, Versace or Chanel. Selfridges, one of the UK's most prestigious high-end department stores, still sells absolutely nothing online. What are they waiting for?"

In fact, just two weeks ago, Wet Seal (though not a high-end luxury brand) launched its own online fashion community under the existing e-commerce site, which allows their consumers to try outfits in the virtual dressing rooms and chat with stylists. There isn't too much going on yet, but it looks pretty promising, as observed by Tom Sullivan of No Turn On Red. I would add my voice to Maria and Imran's observations, and stress that fashion brands should absolutely consider tapping into the existing presence of loyal customers online. Stop in and take a look at the active discussion taking place in The Fashion Spot or The Purse Blog Forum. Most companies in other industries can't even buy that kind of support, which, for many companies in the fashion industry, exists organically in these communities. For many high-end luxury brands like Gucci and Chanel, awareness is not the issue. Rather, these brands should take the next step and take advantage of the existing awareness - and feverish obsession, even, as evidenced in my own demonstration here - among loyal customers, and learn to cultivate a new generation of shoppers.

Also, I would urge brands to consider the pros and cons of creating their own online community. On the one hand, having a branded space to centralize and monitor consumer opinions - in the form of a corporate blog or a social network - makes sense, especially since there are many existing fans who would sign up, for the right kind of experience, in a heart beat. Though the result remains to be seen, Wet Seal gets applause for creating a space in which its consumers can interact with the brand and each other, marrying e-commerce and social network. On the other hand, brands should keep in mind that there's nothing wrong with utilizing existing communities and mechanisms on third party sites, if taking on the task of creating a new community is not right for timing or resource issues. There's nothing sadder than an online social network where no one will come to play.

P.S. For more serious thoughts on direct vs. social media marketing, read up on Toprankblog's latest. Thanks to Will for posting a link on Twitter!
P.P.S. I pledge to be more diligent about my blog reading habits. I know my writing suffers when I don't come up for air from time to time and read about what respected voices in the fashion blog world are discussing lately. :)

Image: Courtesy of Aula Cooperative and RinneNiinikoski via Thinglink, and Wet Seal.

In Search of a Man Bag l Barneys New York Two Gusset Briefcase

When you search for men's briefcases on Barneys.com, this gusseted briefcase comes up in a lovely chestnut shade (see image to the left - doesn't that leather just look scrumptious?). Though upon clicking on the selection, I was disappointed to find that it is only available in...black. Boooooring. I did expect as much when it came to the variety (or lack there of) of man bag palettes to choose from. Since I still like its shape and features, I will inaugurate the "In Search of a Man Bag" series with this briefcase and keep my fingers crossed that Barneys will restock it in other colors. In the world of relatively monotoned man bags, I think chestnut is a versatile choice that will compliment anything from gray to navy suits.

An affordable line under Barneys New York's own namesake, the briefcase is made of Italian leather and features gusseting that expands to allow more room for all kinds of legal documents my husband will likely bring home (bringing work home sucks, but if he has to do it, I'd rather that we eat dinner together and have him work from home). There is an interior compartment with designated spots for business cards, pens, and a cell phone (check, check, and soon-to-be checked as he does not own a cell phone), and a general compartment to fit a laptop and the aforementioned pile of documents. There are two front pockets that also feature the two metal flip closures with locks for the top portion, which may or may not be an inconvenience if you are trying to get something out of the briefcase on the move. This brings me to the top handle, which has never worked out for me when it comes to women's handbags. While top handles look more polished than having two attached on either side of the bag, I never found an easy way to hold the bag by the top handle while fishing for things. Good thing the briefcase comes with a detachable shoulder strap, which should help with multitasking. I do think it is quite a handsome-looking man bag to match my husband's good looks (I only speak the truth, not biased at all), and very affordable at $695.

On a side note, I just spent 20 minutes calling the Barneys New York customer rep line, and subsequently the actual stores in New York and Beverly Hills, just to find out the actual dimensions for this briefcase, which is roughly 14.5" W x 10.5" D. If they can be bothered to put up the dimensions for all of the other brands on Barneys.com, I don't understand why the actual Barneys brand products have been completely neglected in this regard...?!! The first two calls were wildly unsuccessful as the folks who answered the phone either didn't have the information or kept hanging up on me. The Beverly Hills location, on the other hand, seems to have their act together much better than its east coast counterparts, and I must give a heartfelt shout out to Kevin in the Men's leather accessories department at the Barneys on Wilshire Blvd. Kevin not only tried to track down my briefcase, but when he couldn't find the exact match, he brought back the most similar style of briefcase and measured it for me, with a tape measure in hand and everything. I'm definitely calling him back (310.276.4400 - ask for Men's leather goods) to place an order if and when I decide to make a purchase, and I highly encourage you to ask for him, too, unless you enjoy having the New York store hang up on you several times.

Image: Courtesy of Barneys New York.

Introducing Baggage Carousel 8 l In Search of a Man Bag

Mr. Baggage Claim - a.k.a. the husband - is finally graduating from law school (woo hoo!) in a couple of weeks, and has requested a briefcase on his list of potential graduation gifs. Though my dad was a true connoisseur of all man bags, I am not as well versed in this particular category, and the husband, even less so. When we started engaging in lively discussions about some of the features of an ideal man bag, however, we both realized that the same principles of aesthetics and functionality I use for the Lanvin shoppers or MJ hobos apply to the process of man bag evaluation (perhaps a little less to talk about with the former element).

So in our quest for the perfect briefcase for his big fancy law firm job this fall, I decided to start a new series on The Baggage Claim called "In Search of a Man Bag." I will share with you some of our criteria for the perfect man bag, and hope to share with you what I find in my search and assess the pros and cons. The plan is to make the husband look a little less ridiculous than Joey from Friends, as seen in the above picture brilliantly spotted by Lori Grant, who has already written a post about the history of and search for man bags. She makes an especially good point about the weight of leather bags, as some already weigh heavily without anything even in them. I will likely refer to her post again, but go here to read up on Grant's picks, and the 2007 Wall Street Journal article that spurred her post.

Here are some criteria I'm keeping in mind as I begin the search:

• Must-have features: A compartment for the laptop. A section for pen holders, business cards, etc.
  
• Less important features: A removable shoulder strap.
• Deal breakers: Flashy leather such as croc details. No attaches as you can't easily open and close them while standing. No sporty canvas style as briefcase needs to stand up to courtroom appearances, if needed.
  
• Other things to consider: Hard vs. soft leather. Top vs. flap opening.
  

Let the search begin! Please feel free to chime in with your comments and suggestions. This is going to be fun!!

Image: Courtsey of NBC and Smart Lemming blog.

Chanel Celebrates the Cruise Collection with Video Podcasts

Chanel just announced the upcoming unveiling of their 2008-09 cruise collection in at the Raleigh Hotel in Miami on May 15, with a video podcast that artfully captures architect Zaha Hadid's Mobile Art container. As you may have already seen from the initial coverage last fall, the Mobile Art (kind of looks like the bean-shaped Cloud Gate in Chicago) contains installations by 15 international artists, whose works for this particular project were inspired by Chanel's catalog of iconic handbags. You can see some of the images of the installations in the podcast (click here to subscribe), with varying degrees of the interpretations of the quilted texture. Artist Sylvie Fleury, for instance, lined her entire section with leather, giving the impression that you are walking on the surface of a gigantic 2.55 (how many 2.55s could you make with that much leather?! drooling...). The installations will travel the world, along with the collection, for the next two years. I can't wait to see the new shades of bags, but must confess I am already a huge fan of this navy blue crackled metallic calfskin flap bag.

Fashionologie posted the 20 second teaser for the Miami show on YouTube (see below). Quite frankly, there isn't much to see in this clip, though it is supposed to be just a teaser. I actually wonder how many people subscribe to their podcasts, other than fashion-obsessed geeks like yours truly. While I do applaud Chanel for venturing out into the world of social media - decidedly not an environment reflective of exclusivity or luxury normally associated with the brand - I have to wonder how effective podcast distribution has proven in the world of fashion marketing. Chanel's iTunes channel has 5 pretty enthusiastic reviews ("this podcast displays what Chanel is about"), and it seems Nordstrom and Ford Models are at least two others who have joined the league of fashion podcasters. The accessibility of video podcasts is certainly tempting for common folks like me who can't normally attend a fashion show in person, but the portability of the medium also means I am likely to download a full 52-minute episode of Battlestar Galactica over a 3-minute clip of a fashion show for my morning commute. I understand the impulse to hold on to some semblance of exclusivity by hosting clips only on the official site - Chanel.com, in this case - and a handful of podcast directories, but I don't think it hurts to spread the love a little more and establish an official channel on a prominent video sharing site like YouTube. I always find flash sites cool for about five minutes, until I realize its sleek look and feel often get in the way of my navigating the site.

My long, random rambling aside, you should judge for yourself by downloading the first podcast and waiting for the next four - more pictures and details to come from Miami next week!


Video: Courtesy of Chanel and Fashionologie.

Win a Trip to the Premiere of Hancock

I've been a Will Smith fan since his Fresh Prince days, and though I was not particularly impressed with I Am Legend, I am willing to give it a try with Hancock. What's not to like about a down-and-out superhero? I'll also give director Peter Berg a chance since he does have a hand in Friday Night Lights and The Kingdom. And what does Hancock exactly have to do with bags, you ask? I was just informed that W Desires, which is a promo site for the W Magazine, is hosting a contest for the film, through which you can win a trip the the movie's premiere in Hollywood. All you have to do is give up your secondary email - don't deny it, we all have that second email account with which we sign up for additional chances to win the latest Bluefly contest, etc. - and you will be entered for a chance to win a round trip to LA, with a friend, and get yourselves all done up for the red carpet premiere.

Still not convinced? Watch the trailer below and decide for yourself. If they insist on doing my hair and make-up for a red carpet, I'll never say no:

Martine Sitbon l Pleated Handbag

Last fall, I talked about Martine Sitbon's ever so elegant pebbled bucket bag, and having a hunch about the bag being a creation of a French designer before finding out who was behind it. Now that I knew what Sitbon's delicate touches looked like, I recognized right away that this peachy rose petal colored (paging Qui, Qui to The Baggage Claim), pleated bag had Martine Sitbon's name on it. I just love what she has done with the leather here - all those pleating and pintucking give the bag a very soft and organic look. Upon opening the magnetic closure, you will discover that the inside of the bag is just as precious, too, with smooth suede lining starting where the buttery leather ends. In fact, the texture and the color of this bag make me think of a pair of comfy, silk PJs! Trust me. This is definitely a compliment, perhaps of the highest kind, from someone who loves sleep. LOVE it.

That said, much like silk PJs, I also wonder if this bag can stand the wear and tear of everyday use. The part that concerns me the most is how the handles are attached to the main part of the bag. I'm sure the sewing job is sturdy and top notch, but I just tend to cramp my life into a bag once I start using it (and perhaps this is more my problem than the bag's) and the handles are usually the first to feel the pain, getting stretched out, or even developing tears in the leather... This is one of those bags that I'm tempted to buy and stow away in my closet, only to take it out once in a while to admire the craftsmanship (Yes, I have done that. After about a couple of months, however, I did break it out). Not that I can afford to buy a $427 bag and just have it sit around... The Martine Sitbon pleated bag measures in at 16"H x 18"L x 4"D, with a 6" drop of handles.

Image: Courtesy of ShopBop.

Bulga l Lace Up Multi Zip Tote (Again)

Seems like I'm doing a lot of revisiting lately, first with the Valentino Histoire, and now the Bulga multi zip tote. You heard all about my short-lived love affair with a dark brown version of this bag and the issues I had with the multiple pockets. That said, this bright, luscious coral color is beckoning to me for a second look. Can I possibly overcome the problems I had with zipping and unzipping of the multiple pockets, while juggling other shopping bags, etc.? I just might be able to work with them this time around, especially since it's on sale at Bluefly (originally $688, now just $412!)...oh evil, evil sales. You make me think that I am saving money, when, in fact, I am spending more than I should.

The two things I do like about the bag are its vibrant color (makes me think of flamingos) and the buttery leather, which I described extensively (if not graphically) in my last post about the dark brown version. I mean, seriously, if you are the kind of person who likes the smell of a new car with leather interior, this might be a good substitute, maybe not so much the same kind of look, but definitely for the smell and feel of brand spanking new leather. I may be seen caressing and sniffing it in public, just to warn you. I will just have to learn to remember which side of the bag carries which items, because you essentially have six different compartments to deal with here, and I often got turned around, fishing for things in the wrong pocket, etc. Maybe I will need one of those dangling cell phone ornaments Asian school girls tie on their phones, so that I can identify which side is which (ornament = make-up and wallet, non-ornament = notebook and pens). If you have a better system, please let me know. The Bulga multi zip tote measures in at 13'' W x 11½'' H x 10½'' D, with a 15" handle that drops 6" on your shoulder.

Image: Courtesy of Bluefly.com.

Marc Jacobs l Christy Shoulder Bag

When it comes to Marc Jacobs, I am not sure if he is just talented and brilliant in a multifaceted manner, or sometimes kind of schizophrenic, or simply has a workshop full of random people coming up with equally random craziness. I do love the man for his quirky ads and affordable chic, but how does this beautiful, refined, and polished Christy shoulder bag come from the same MJ family tree as this mutant?! I will not try to comprehend this "bag-on-bag" action and simply move on with my Christy - otherwise my head might blow up.

As you might have noticed, I'm on a kick with what I consider "evergreen" bags that you can invest in and keep for years to come. The MJ Christy shoulder bag - not the aforementioned mutant - comes to mind as one that would be perfectly suitable for everyday use, considering its neutral gray tone, which could be also played up with pale lilac, cream, or earthy toned clothing. I'm thinking sheer scarves in those colors would pair perfectly with the bag, loosely and gracefully tied around your neck, or if it gets warmer, around the handle of the bag a la fictional Miranda Priestley. What I like about the Christy bag are the ample zipped pockets, especially the two front ones that stay in place with magnets. That's right, ladies, those little tabs are magnetic closures. I'd hate to fiddle with them every time I opened or closed the pockets, and the tabs would end up dangling around wildly, if they hadn't been magnets. Brilliant.

The only thing I'm not crazy about this bag is the belted handle, which allows you to adjust it from a 7" to 8.5" drop. I'm usually a fan of having multiple options - like detachable shoulder straps, etc. - but for a shoulder bag of this size (13.5"x 12"x 4"), there really isn't a need for the belted handle unless I decide to put on a winter coat thick enough to make me look like Bibendum (who is this Bibendum, you ask? It's the actual name for the Michelin man - who says reading blogs don't teach you things). Otherwise, the hardware for the belt just ends up leaving unsightly imprints on the beautiful leather, and this is one instance I would actually choose beauty over functionality. The belted shoulder strap aside, I still love me some Christy, which is available for $995.

Image: Courtesy of eLuxury.

Mad Imports l Gigi Clutch

In the spirit of Earth Day, I went back and looked at some of my "Green Baggage" posts (not too many, shame) for inspiration. There was the aGainNYC clutch I had discovered through Modify.com, an online boutique specializing in eco-friendly products, and Beau Soleil's Beau Bag, my favorite version among the latest flurry of canvas bags. Then I went looking for similarly fashionable and environmentally friendly bags, and was surprised that not too many shopping websites are featuring Earth Day specific products on their homepages. Good thing I had bookmarked the list of eco-friendly handbag labels collected by Allison Teich, the designer of aGainNYC (side note: Teich recently launched a high-end version of her "green" handbags. My favorite is the hemp herringbone day satchel from the spring collection).

It is among this list of designers that I discovered a collection of rainbow-shaded clutches by Mad Imports, a company that carries handmade bags from Kenya and Madagascar. Laurel Brandstetter, founder of Mad Imports, saw an opportunity to improve the economic condition in local communities by supporting handmade products, and expanded a development project her relative James Sellers had established in Madagascar. Since the founding in 2003, Jamila Hubbard, a New York-based designer, joined the company and currently works with local Malagasy artisans to create the bags you see on Mad Import's website. The company has since funded the education of the children of the weavers who help produce the handbags, and provides educational materials to the Akany Avoko orphanage. Mad Imports is also a part of the Fair Trade Federation, an association of businesses and nonprofit organizations that support fair trade (you can also find a list of other Federation member companies that sell locally-produced handbags from all around the world).

The Gigi clutches are made out of handwoven raffia and cotton lining, with a carved wooden button as decoration over the snap closure. The clutch comes in seven different colors with equally delightful names - punch, espresso, natural, sunflower, mango, ocean, apple (not pictured here) - and would be a fun way to accessorize your summery white dress. Measuring in at 7.5" H x 11" W, the Gigi clutches are available for $69 each. Not a bad way to celebrate Earth Day!

Image: Courtesy of Mad Imports.

Anya Hindmarch l Elrod Woven Leather Tote

I think I am beginning to get obsessed with Anya Hindmarch bags. I decided I must have one, and believe the Elrod woven leather tote is as good as an Anya Hindmarch bag will ever get. You know how I feel about the Beverly woven bag, but perhaps something a little less shiny yet equally exquisite in detail, like the Elrod, might be suitable for everyday use.

I'm usually not a huge fan of brown shades, but this deep, chocolate brown works well with the woven detail, and the silver hardware really pops against the leather. In fact, when done well with top quality leather, there's no other color that looks as lusciously good as chocolate brown (not to mention the association with, yes, chocolate), and no other color that would stand up to age and wear as well as chocolate brown. These are the thoughts that cross my mind when I'm considering the possibility of investing in a bag that costs as much as my rent. Evergreen value = important. As with other Anya Hindmarch bags, I love the shape of the Elrod as to how it has a structured bottom so that it can stand on its own, yet also an organically shaped top so that it will fold and mold to the shape of your body.

One key feature is the external zipped pocket that is on the side facing your body when the bag is hanging from your shoulder, which my mom and I decided is an absolute must for any bags touting its functionality. My mom's not a fussy person at all, but if she were to design a bag for herself, this external zipped pocket would be on all of her bags, so that she doesn't have to take a deep dive for changes or metro cards. My only complaint is that this external pocket sits on the same side as the internal zipped pocket. Having both pockets on one side often leads to uneven weight and bulk issues, with everything from pens to make-up crammed - though technically divided by the lining - into the same side of the bag. Other than the overcrowding of pocket issue, I am still loving the bag for the large silver hardware that connects the handle to the bag, as well as the round weight that hangs like a bell to serve as the bag's closure. The Elrod measures in at 15"H x 17.5"L x 6"D with a 7" handle drop, and is available for $1,250.

Image: Courtesy of ShopBop.