Big Data Big Impact

The marriage between fashion and technology driven by big data has become very dominant, especially over the last couple of weeks. Recently, we went to Techweek NY where we chatted with experts and colleagues about technology development, the future of media and fashion as well as checked out 30 cutting-edge start ups. Following that, we attended Fashion Decoded “Consumer Behavior on a Dashboard: New Data Startups” where five startups presented their company concepts. So how is big data changing our industry – i.e. the way consumers shop, anticipating what customers want to see on the shelves and online, merchandising the store flow, etc?

Big data allows for personalization, using a variety of metrics each with their own implications that treat each consumer as an individual. Right now a lot of data and analytics are available but not yet aggregated to allow businesses to anticipate future consumer behavior. While we are on our way there, we are still definitely not all the way there yet…

At this point we have a few technology driven platforms: Social and Mobile, Big Data and Analytics, and Cloud Computing. The use of social and mobile media is facilitating the capture of data and mobile unlocked social to create a sense of community. It is all connected and extremely visual. Therefore it is no surprise that fashion and technology are getting intertwined in the process.

photo via Business Insider

When we think of technology, Apple is one of the first companies that comes to mind and now, they have hired former Burberry CEO Angela Ahrendts. With a reputation for transforming the Burberry namesake, Ahrendts has an excellent eye for design as well as a keen understanding of successful business practices. She plans to join the Apple team next spring to head both retail and online stores and if all works out, word around the industry is that she may even be a considerable candidate to take over as CEO.

photo via WWD

Crowdsourcing is becoming a vital means to understand what consumers want and a great way to harness the co-production aspect of the business. BaubleBar is the epitome of this concept with their reactive business model which is highly sensitive to customer feedback through social media and the real time data it triggers. Above everything else, BaubleBar regards communication between departments among their most important practices, from sharing information with designers to factories, they ensure their customer's are getting what they want.

ModCloth takes another angle by building a community and enhancing their customers' experiences by revamping their mobile app, launching Be the Buyer test lab, and creating a Make the Cut collection comprised of crowdsourced designs. At the end of the day all that really matters is that your customers are satisfied so why not give them exactly what they want?

photo via Refinery29

The biggest shift by far is the move towards a more visually stimulated global language – think pictures, videos, and the like. Despite Twitter adding in preview features to photos and videos and Google+ perfecting its sharing capabilities, Instagram alone has become the largest social media platform to date and changes how we communicate by focusing on storytelling and a community driven setting. If you're still awaiting those promoted posts and advertisements, don't worry because they'll pop up on your feed soon enough. It's all starting with Michael Kors who introduced the first Instagram based ad last week. However, unlike Facebook and Twitter, Instagram restricts the usage of links within posts, making it much more difficult to monetize and make posts shoppable.

photo via Curalate

Curalate, who specializes in analytics and algorithms is one company we were introduced to at the Decoded Fashion Meetup. They work to create a comprehensive image based marketing platform that simplifies visual conversations and increases engagement, which in the process grows revenue. So far, they have collaborated with major brands like Gap, Neiman Marcus, Campbell's, and Meredith, but also have a client list to include the publishing, automotive, media and luxury markets.

video via Viewsy

So how do we measure all this information? This is where Viewsy comes in to help brick and mortar retailers interpret consumer tendencies, drive marketing, and increase sales. Through anonymous data capturing and location analytics, Viewsy is a startup that measures and manages foot traffic, return visits, and the general loyalty of customers.

video via fashionista.com

However, foot traffic no longer just applies to those that actually set foot in your store, but on your site. New online platforms are not only creating buzz, but offering customers convenience and added options simultaneously. Take the CFDA and Google who are teaming up to combine e-commerce shopping capabilities and customer engagement through Google Hangouts. You can now not only shop DVF but hang out with her as well, how cool?!?

Right now, the key is to not only harness data to analyze what consumers want, but offer attractive visual imagery that they can relate to, appreciate, and digitally share within their internal communities. We are at an age where the information is out there, we just need to learn the best way to comprehend it hence increasing profitability. Data and analytic startups like Curalate and Viewsy are the ones leading us into the future by making an impact on the industry with extensive expertise in research and social behaviors.

As we continue to put a precedence on what we see and hear online and offline, retailers need to find new ways to engage consumers and stand out among the rest of their newsfeed, shopping experiences, and overall physical world.

Trick or Trending

The scariest of holidays is just days away so we thought we'd recommend the most stylish and spooky things to do this Halloween!

First off, in need of a last minute costume idea? Well, you're in luck because NYC is the hub of all things weird, theatrical, and vintage. If you're going for retro inspired, the infamous Screaming Mimi's is your pick or if you're feeling more of a futuristic/fantasy angle, you may find yourself at Abracadabra in the Flatiron District. Open year round in the East Village/Union Square area and probably the most well known is Halloween Adventure carrying everything you could ever imagine to be and beyond.

photo via Fashion Magazine

It's not Halloween without some festive pumpkin carving and this tradition has finally gotten a stylish upgrade. Glam up your pumpkin with rhinestones and glitter or channel your inner fashionista by creating a replica of Karl Lagerfeld. For more inspiration, check out some of the most creative ideas here.

photo via Guest of a Guest

For all you party animals out there, this week is nothing short of the fun and obscure. Whether you're looking to hear some tunes like 90's favorites the Smashing Pumpkins, time travel to a 1930's Speakeasy Dollhouse, or summon your inner Sinner or Saint, there's something to do for everyone, especially if you're over the Village Halloween Parade and typical haunted house.

photo via Baked By Melissa

Halloween means goodies galore and there's no better place to be than NYC for some good eats. One of our personal favorites is Duane Park Patisserie with their ghoul and ghost inspired cookies, cakes, and cupcakes. Baked By Melissa has even created an exclusive Halloween collection of cupcakes in flavors of candy corn, green monster, and chocolate orange. Can we say yum?!?

photo via Harper's Bazaar UK

From BCBG's Trick or Chic Halloween Shop to Ahalife's A Costume Life, the fashion world's finally caught on and getting some costume fever. Charlotte Olympia is even releasing a limited-edition capsule collection full of Halloween specific accessories like pumpkin carved flats and vampire fang clutches. We're feeling goosebumps already!

So have a happy, safe, and supernatural Halloween and make sure to check out our Halloween inspired Pinterest board. 

RTW SS14 Sneak Peek

With Fashion Week finally over, one thing is for sure, there are absolutely no rules. The past couple of seasons in particular have confirmed this by blending what we typically think of as Spring/Summer with Fall/Winter and vice versa. These days anything goes whether it be furs, culottes, shorts, cropped tops, sheers, you name it, and this isn't the first time you've heard us say this.

photo via MBF Trend Consulting

As far as moving forward, we've seen most of the key trends on the catwalk before, they've just been given simple updates like changing hemlines, fresh color combinations, new styling techniques and ultra modern silhouettes.

Overall, we are looking at a super feminine season with lightness and fluidity, key sports influences and cutting edge technology as far as prints and fabrics go. Minimalism was the name of the game this time around with a sleek approach to shapes and details. We see a 90’s take but fresher, softer, and at the same time more minimal. Ethnic influences from all different parts of the world are predominant including the likes of Africa, Asia, India, and even the Middle East. The skirt is the new statement piece with new hemlines from midi to calf lengths to just above the ankle.

Not to mention, the most epic news of the week was the announcement of the last ever Marc Jacobs for Louis Vuitton show! So from New York to Paris here is our sneak peek of what to keep on your fashion radar for the seasons ahead!

photo via MBF Trend Consulting

photo via MBF Trend Consulting

photo via MBF Trend Consulting

For the full preview, click here! Stay tuned for the Key Trends SS15 available December 2013...

North Of The Border

Today we want to take you to Canada, which has become an often talked about neighboring country especially within the fashion industry. With many US companies looking to expand over the last couple of months, retail growth just north of the border is on everyone's radar.

photo via Nordstrom

At the lead of the pack is Nordstrom who in less than a year will introduce it's first store in Calgary. Following that, the Seattle-based department store expects to open four more stores in Ottawa, Vancouver, and two in Toronto throughout 2016 with hopes to eventually expand their lower priced sister store Rack as well. However, it's not all smooth sailing for the super chain who may see some competition arise as Holt Renfrew plans to launch an off-price high-end apparel shop called hr2 to compete with the steadfast Nordstrom.

photo via Ottawa Citizen

Others like Land's End, White House Black Market and Chico's have also recently ventured across the Canadian border. Many of these stores are taking a different angle and focusing market expansion on their online access versus advancing brick and mortar operations. With J.C. Penney in a rut, Canadian native Joe Fresh has just debuted online shopping as has Macy's and Bloomingdale's who both now ship to the north as of the past year.

photo via Yahoo Finance

On the other end of things, the Canadian parent of Lord & Taylor, Hudson's Bay Co. just made a major acquisition by snatching up Saks Inc. According to CEO Richard Baker, the goal is to introduce the luxury of Saks into Canada and open seven Saks Fifth Avenue stores, 25 Off Fifth outlets and launch an e-commerce platform targeted at Canadians. Between Lord & Taylor, Hudson's Bay and Saks Fifth Avenue, the conglomerate will now be able to offer customers a range of quality products and distinct shopping experiences at a range of price points from moderate to luxury.

photo via Elle Canada

You'd be more than surprised about some of the Canadian born and bread who are currently power players on the international catwalk. Designers Erdem Moralioglu of Erdem and Dean and Dan from Dsquared2 are all natives who grew up in Montreal and Toronto accordingly.

photo via Financial Post

Despite the market shift, there are some retailers still slow to the game. Which stores are on Canadians' wish lists? From Trader Joe's to Uniqlo to DSW and Madewell, these are the brands consumers are demanding the most, so what are they waiting for?

Fashion Evolution

On November 7th, Fashion Evolution: Consumer Power will discuss the most talked about and challenging topics facing the retail and fashion industries today. Keynote speaker Amy Hall, Director of Social Consciousness at Eileen Fisher, will lead into an expert panel discussion with executives from:

• Naomi Gross, FIT Professor and Assistant Chairperson
• Faizun Kamal, Founder of SourceFK
• Gia Machlin, Founder and CEO of EcoPlum
• Telicia Bunch, Director of Technical Design for a global fashion design company
• And last but certainly not least, our very own Founding Partner and Creative Director at MBF, Manuela Fassbender

Organized by Ampleen, Fashion Evolution will highlight on how consumers are driving the industry and welcoming Sustainability and Corporate Social Responsibility (CSR) into their culture. The evening will examine how far Sustainability and CSR have come and what the future holds for them. Not to mention, it will be a fabulous networking opportunity complimented by wines, small snacks and an environmentally friendly reusable and recyclable gift from FACE Stockholm. 

photo via Fashion Evolution

So mark your calendars for Fashion Evolution, hosted at the Scandinavia House in New York City at 58 Park Avenue, November 7th from 6-9pm. For more information and to register, go to: https://fashionevolution.eventbrite.com/.

MBF Profiles: Steve Bock

Have you ever heard the term …“know s__t from Shinola?” Well…it was a popular American colloquialism back in the forties and referred to a brand of shoe polish. Today knowing something about Shinola will put you in contact with unusual quality products…made in the U.S. of A. We had the pleasure of sitting down with Shinola’s CEO Steve Bock.

photo via Shinola

MBF: Steve, you’ve been with Shinola for a few years now…can you tell us how you originally became involved?

SB: I was hooked in the first 5 minutes…who wouldn’t be?

When a brand is developed around watches made in the U.S. where watches are just the core, every paradigm in developing a brand is thrown out the window.

When you know that this cannot be done in the U.S. without opening a factory, creating jobs, initiating the development of cottage industries around the products…you know you have an amazing concept.

And then starting a business with unique categories – that frankly have not been developed with the same capacity capabilities in decades, you have the beginnings of a business worthy of jumping on board quickly.

Throw in a little marketing and…welcome to the world of Shinola! I am very happy to be involved.

MBF: Shinola’s story begins with Shinola, the shoe polish -- a company established in 1907. What inspired Tom Kartsotis, founder of Fossil to purchase Shinola?

SB: We needed a name. The concept was born long before the name. Several names were thrown around and none really resonated and frustration started to build. And then someone threw out “…you don’t know sh_t from Shinola." Unfortunately, trademarking sh_t globally was not possible at the time.

Welcome to Shinola!

photo via Shinola

MBF: Today, Shinola specializes in U.S. manufactured quality watches, leather goods and bicycles. Why these?

SB: Our assortment will continue to grow. We started with bikes, watches, and leather goods to include journals, shoe polish and Shinola Cola.

Today we are hard at work on the next categories. And there is always a connection between the categories, our stores and marketing. Whether by design, style – our brands value prop, their DNA or connected by leather.

Our expectation and hope is if you like our watches, you will love our bikes and leather goods.

MBF: Shinola has offices and manufacturing facilities in the distressed city of Detroit? Why there?

SB: Detroit is a storied city with a deep heritage in manufacturing, craftsmanship, design and innovation. It is also a city with global recognition – not only for manufacturing but also music and the arts in addition to a community spirit and a can-do attitude.

It has a broad appeal and while the city continues to work through very difficult financial challenges, we also see its potential. This is a city that is rebuilding itself and while this will take time, the potential is very exciting – a new Detroit built on its heritage with renewed focus on innovation and creativity. We are very proud to be a small part of that renaissance. We love being in Detroit!

photo via Shinola

MBF: As niche-market luxury products and brands continue to develop/evolve, what are Shinola’s brand values? How do you differ from your competitors?

SB: We do not see ourselves as a niche market luxury brand.

We fill a space where quality is not only critical but is married to design and the value of our products is immediately apparent. And though our products are fashionable, they are not steeped in seasonal fashion trends.

We expect our products to retain their desirableness, be worn and used for years to come – they are not meant to be disposable; this is not about throwaway fashion.

We are filling a niche that is at the entry level to what is commonly referred to as prestige or designer level.

We use the same if not better components but by focusing our energy and drive, we are able to manufacture and assemble our products at a much better value then our competitors.

And our marketing is not celebrity-driven but rather focuses on the people behind our products, those who actually produce them. The fabrics and the components we use with our designs.

Our products represent “where American is made” and our brand is U.S. focused – not on a particular segment or market within the country.

MBF: Who is Shinola’s customer?

SB: Across the United States – broad, happy, interested and enthusiastic people.

photo via Shinola

MBF: Shinola opened their first NYC “brick-and-mortar”, the Tribeca flagship. The store is very “post-industrial” and warehouse-like. It’s a great place and a space that invites you to “cruise”. Do you have a strategy when branding your stores?

SB: Our stores reflect our brand’s DNA. We want our customers to feel very much at home with our products and our stores.

It’s more about a community and presenting products and a brand that are welcoming – in a relaxed environment, an environment that is intriguing enough that you will want to return again and again – to see what’s happening, what’s new.

MBF: How do you market them and how does this tie into your social media strategy?

SB: We combine the digital platform with more conventional marketing. Our customers are not insular – they are broad and we look to engage through all channels.

MBF: What other brands do you carry? And why?

SB: We are continuously looking for and adding to our line-up.

We want to be current, forward-looking. The “home” for exciting products that speak to great design, compelling value and beautiful craftsmanship…just like Shinola.

MBF: Do you think the consumers are making a conscious purchase? Are they buying because of Shinola’s a great story, the social aspects or because of the “Made in the U.S.A.?"

SB: We love being in Detroit and having this city as our home base. But no one is going to buy a Shinola product if it does not offer innovative design and great quality. That is what differentiates us from the competition.

The quality of our components and the value inherent to our products ensures we have a complete story.

We continue to strive and ensure we build our brand with products built with this criterion – guaranteeing this is what Shinola stands for…Made in America and competitive with any product developed anywhere. We stand above the fray given our design, quality and value props.

photo via Shinola

MBF: So the future is bright. What does it hold for Shinola?

SB: We will continue to work to make more products, remain transparent about what we can do here in the U.S. and what we cannot. We will also continue developing cottage industries that allow us to develop components and products in the U.S. And of course, in a small way contribute to creation of jobs as we continue to grow.

Our MBF Profile ends with a questionnaire that follows in the footsteps of Proust's Questionnaire and American TV show host James Lipton's "10 Questions."

MBF: Your favorite swear word?

SB: Used to be sh_t … now it’s Shinola.

MBF: Your least favorite word?

SB: Impossible.

MBF: Your favorite word?

SB: Yes.

MBF: What turns you on?

SB: None of your business.

MBF: And of course, what turns you off?

SB: Negativity, pessimism.

MBF: What sound do you love?

SB: Snow falling.

MBF: If you could pick any profession – what might you be?

SB: I’m doing it.

MBF: If you could be anywhere right now, where would you be?

SB: I'm here.

MBF: If Heaven exists, what would you like to hear God say when you arrive at the Pearly Gates?

SB: Go back…you have more to do and experience…there is no rush, we will be here for a while.

Best of the Best

Market Week in NY was quite busy this time around, covering the smaller shows first then moving on to the larger ones. After attending Capsule, D&A, and Moda Manhattan, we've handpicked our favorite brands showing Spring/Summer 2014.

photo via Capsule

Overall Capsule had an amazing variety of vendors from menswear and womenswear to knitwear, accessories, lingerie, and even high-end toys! With it's welcoming atmosphere and individual designer booths, the space had a modern earthy feel. Upon entering, we were definitely curious as to what we were going to see this time around.

photo via Wood Wood

Based out of Copenhagen, Wood Wood hopes to slow the pace of their customers' experience by "making their own universe" and rarely exhibiting at trade shows. Not to mention, they only post images of their collections right before launching to ensure exclusivity and anticipation for their clientele. We loved their new line which featured a plethora of varsity inspirations from marble to mineral to crystal inspired prints in mint green, blue, and tan tones.

photo via Shades of Grey by Micah Cohen

BPMW Showroom is a multi-label showroom in NY and LA that is also showing at the Berlin Capsule Show. Here we came across Shades of Grey by Micah Cohen which is a fairly large collection but sold at an accessible price point at Anthropologie, Neiman Marcus, and Nordstrom. Showing it's second season of womenswear, this label incorporates activewear into everyday pieces with their Spring Collection reminiscent of military inspirations, nature based prints, and varsity jackets in a variety of blue tones.

photo via MBF Trend Consulting

Between the Lower East Side and Shanghai, Baby Ghost is an international three year old label which manufactures as well as produces fabric at their own factories based in China. This season they were inspired by the movie Spring Breakers and incorporated quirky details like hotel towel inspired pieces. Currently they are working with the Chinese retailer, Taobao.

photo via MBF Trend Consulting

And of course the highlight of the show was Etsy with the launch of their new wholesale site. The entire booth was made to show what the website will look like in real life. The concept is called a "discovery platform" and is an excellent way to help independent designers and boutiques to find each other. "All items are juried to ensure quality and brand-fit. We are looking for designers that exemplify the Etzy ethos" says Senior Program Manager,Vanessa Bertozzi."
Partnering with Nordstrom, this platform gives the designer complete control of the selling/retail process and distribution.

photo via MBF Trend Consulting

New York is D&A's biggest show with mostly urban and international womenswear and accessory brands carefully curated. The atmosphere was intimate with comfortable areas on each floor to sit and talk including delicious catered food – a perfect setting for a cozy working environment. 

We had a chance to chat and walk the floor with one of the founding partners of the D&A, Barbara Kramer who is definitely a “connector” having a great relationship with every exhibitor and always available and open for communication and changes. We will feature and interview her about the way the connecter works lives and what inspires her – so stay tuned!

photo via Essent'ial

Essent'ial is an Italian company that uses 100% recycled materials and can be credited for making the paper bench cushions seen around the D&A show. The brand began after the creator, who once owned a printing company, wanted to give a new life to all the wasted paper. Some of the pieces are multi-functioning and all of the products made from recycled paper are coated so they can be washed like any other garment. This is their first season making clothes and while they don't sell in any stores in NYC just yet, they can be found at their showroom.

photo via Louiza Babouryan

With a sculptural approach to fashion, Louiza Babouryan explores the relationship between opposing forces through her fluidity and drapery. Made in LA, her Spring 2014 Collection was inspired by the Mediterranean and old communion dresses. With a touch of French Romanticism, she takes white and nude color combinations and mixes them with fabrications of sheer, silk, and linen.

photo via Péro

Péro, which means to wear in Marwari, is the local language of Rajasthan. The label which was launched by Aneeth Arora, is about a mindset that merges international style with local materials and skills and in doing so connects with people from all over the world. What makes this brand so special is that each material passes through the hands of one craftsperson to another linking it to different Indian traditions and culture. Currently the womenswear line is available at ABC Home in New York and a children's wear line will be available soon.

photo via Valia Gabriel

Back in 2009, Valia Gabriel started designing sandals and in 2011 she launched her own signature line. Influenced by Ancient Greece, each pair is handmade on the island of Crete and captures both the comfort and practicality of the brand. Her design approach reflects a minimalist aesthetic and earthy choices of color to create simple and flawlessly beautiful footwear.

photo via Moda Manhattan

Located at the enormous Javits Center, Moda Manhattan was the largest trade show on our circuit and packed with hundreds of vendors from all over the world. Despite the size, it was not overwhelming since the show is split into Moda, Fame and the Accessories Show. We felt lightness throughout the different shows with their well-designed areas to sit, including at times the desperately needed charging stations. The overall mood seemed very positive and the majority of exhibitors felt very well placed within the different shows.

photo via Second Yoga Denim 

Second Yoga Denim is made in Canada and uses high quality denim with a 100% stretch cotton (aka no polyester). With a 94% memory to your body, these jeans have a patented six piece waistband as well as a patented manufacturing technique that only uses the bias to create ultimate stretch. While they are jeans, the brand is confident that with so much stretch that never stretches out you can even do yoga in them, hence the name. If you're feeling intrigued and want to give them a try you can find them at Nordstrom now!

photo via Leota

Designed by Sarah Carson Cloud and made right here in New York, Leota is inspired by the classic Hollywood era and adds glamour to the everyday wardrobes of women across the country. All prints are designed in house and from signature wrap dresses to reversible dresses to night dresses, separates, and accessories, the brand is quickly expanding to produce a versatile range of easy to wear pieces. Their Spring collection is called Birds and Bees and can be found at Nordstrom as soon as this Spring.

To round it up, we feel we got a fantastic rundown of what will be in stores for Spring/Summer 2014 and an accurate confirmation of our seasonal forecast. Not to mention, the brands we have handpicked for you today are at the forefront of innovation and design. Keep an eye and an ear out for these labels as they take the industry by storm and show us their talent and unique approach to the future. 

Clicks & Bricks

Over the past few years we have seen the constantly growing battle between online and offline. We've been trying to understand how to drive traffic back to stores and preserve traditional retail models. However, maybe it's no longer one world versus the other.

As the rapid growth of e-commerce forces retail stores to change, the use of mobile technology in shops is becoming increasingly the norm and creating a new experience that drives traffic back to brick and mortar. Underestimate retail operations no more because the truth is we really can have the best of both worlds as we learn to push omni-channel retailing to new heights.

photo via imediaconnection.com

Mobile commerce has changed the entire interface of shopping. From stimulating impulsive buys to enabling shopping from anywhere across the globe, it's all at the click of a button. Not only can consumers download mobile apps that direct them straight to a site but many brands save credit card information and offer online exclusive items. These new features are challenging brick and mortar operations to give their shoppers the same convenient, personalized, and beneficial services that online retailers can so easily provide.

As consumers use mobile technology to compare reviews, price check, and find coupons, how are stores driving traffic and maintaining the incentive to shop? Through apps that allow customers to check in via social media, price matching guarantees, ipads in fitting rooms, and in-store pickup, physical stores create an experience that interacts with all five senses. By creating a multi-sensory environment, stores can compete with online giants like Amazon.com by giving their customers the choice between both in-store and online. The key is to merge the two worlds and as a result, many are shipping directly from their shop locations to speed up delivery times and reduce clearance merchandise by selling from their own inventory versus a separate online one.

photo via Mobile Commerce Daily

The changing retail industry is calling for a shift in the way we market and reach consumers as well. With that said, retailers are adjusting their strategies to rely more heavily on social media. From Oscar de la Renta to J. Crew, brands are beginning to launch their fall collections on platforms like Pinterest and Instagram before they hit more traditional outlets like print and television.

photo via Adweek

And forget the use of your perfect six foot model because real people's photos are what you may be seeing in future campaigns. Customers are demanding something they can relate to and research shows that user generated images up conversion rates. Brands like Urban Outfitters, Rebecca Minkoff, Under Armour, Beauty.com, and Dessy.com are in the works of beta testing the platform Fanreel, which locates hashtagged photos on social networks and integrates them to retailers' websites. This is just the beginning because these new marketing tactics could eventually translate into brick and mortar operations.

photo via WWD

Not to mention, there's a new ad agency in town. Launched by former Topshop CMO, Justin Cooke, Innovate7 is a disruption agency that hopes to revamp the current advertising model and bring a renewed sense of modern thinking and technology back into marketing. With plans to create a more "emotive experience," the team of 6 consists of professionals with backgrounds from Nike to Burberry to Facebook and Apple are exactly the types of people that think outside the box enough to lead the face of retail into the future.

Will brick and mortar ever go extinct? Probably not, but it will go through a massive transformation as we continue to introduce new technology and innovation to create multi-sensory experiences for shoppers. The important thing we need to remember is that brick and mortar stores, e-commerce, and social media are all linked and feed off of one another. As we begin to understand how to successfully merge the online and offline worlds, the potential of seamless retailing is unimaginable. 

Let's bring it back to the Catwalk

Has Fashion Week become a mass market kind of event? We see more and more shows every year added to the calendar, many being live streamed or available digitally on demand via the internet and apps. Before the tents were reserved for only high-fashion brands and now any designer that can afford it can produce a show from Desigual to Project Runway to Nautica. Not to mention, the audience is no longer limited to the industry's most honored insiders like editors, credited bloggers and buyers, but it's become a social event that invites everyone from non industry related guests to wannabe celebrities.

photo via NY Times

So how relevant are the shows anymore as they lose their exclusivity? Just think of flying and how it's become an everyday norm. In order to stand out you need to rent a private plane to prove you're privileged. With 350 shows this year and tents filled up with spectators that have no direct connection to the industry looking to get a glimpse of fashion's finest or use the event as a publicity stunt, how do we preserve the sacred nature of Fashion Week and keep it about the catwalk, not the guest list?

At a recent fashion council meeting, the Queen of the wrap dress, DVF, mentioned that in a few years all the shows may be showing digitally. With everything moving into cyberspace and no real way to predict the future anymore, this tactic may be the only way to bring exclusivity back by limiting access to clientele, editors, and buyers actually interested in purchasing and promoting the brand. Just think of the amount of money designers can save from producing shows and instead, reinvest it back into the quality of the clothing and the brand.

photo via WWD

This brings up another point: the need for brands to be more careful than ever with their social media strategies. It's no longer just about seeing the clothes on the runway but posting them on Facebook, Twitter, Instagram, Pinterest, and YouTube instantly. However, there's a fine line between posting relevant content and putting anything and everything out there. Designers are going to have to learn to find a balance between reaching a larger, global audience and controlling who sees what, where and when, if they want to maximize profits, create publicity, and deter knock-offs of their collections.

With all this talk of exclusivity, another way of standing out from the over-saturated fashion calendar and create a unique story in the process is by producing shows offsite. Here are some exciting side venues that stand out from the masses of shows and give you a hint of what the future may hold for the catwalk.

photo via The Business of Fashion

Meet Ruth Runberg, the former Buying Director of Brown's, who now with the help of Freelance Stylist, Alison Brokaw has launched an appointment-only fashion event that is not only collaborative but cost-effective as well. Deemed The White Space because many emerging designers are merely looking for "an empty white box" during Fashion Week, Runberg has handpicked five designers who will show their collections at the West Chelsea studio of Justine and Jeff Koons. Rather than charging the designers, both Runberg and Brokaw will receive a small percentage of any sales made from the presentation and the designers themselves have agreed to donate to the Koons Family Institute which works alongside the International Centre for Missing and Exploited Children.

photo via newsle.com

Probably our favorite menswear label, Ernest Alexander, really won us over this season at Bespoken. As you enter through a back freight elevator up to the 17th floor, the space combined an industrial warehouse setting with a casual, well-defined man. This time, American Designer Ernest Sabine has gone abroad with a collection reflective of his time in Venice. The clothes were modern, with preppy details and accented solid tailored pieces with light florals, pinstripes, and ditzy prints. His signature briefcases and carry-alls added a bit of a edge to his classically, cool style in camo and charcoal wax finishes.

photo via Juan Luis Real

Located at Canoe Studios overlooking the Hudson River, Pedro del Hierro showcased a static presentation full of an intimate circle of guests industry-wide. With a quality and price similar to Miu Miu, this was the first time Pedro del Hierro showed in New York. Carmen March, the creative director talks about the multitalented artist, Mariano Fortuny as one of the visionary creative forces that changed the course of modern concept of Fashion. Mirroring his laid-back oriental aesthetic, the collection featured light and free moving pieces like crepe tunic dresses and flowing overcoats in a palette of soft grays, creamy ivories, pastels and a pop of coral. Just as Fortuny did in his work over the course of his artistic life,March wants his influence to be evident throughout the collections.

video via milkmade.com

MADE Fashion Week emerged in 2009 as a solution to support the next generation of young designers breaking into the industry and have teamed up with both American Express and Macy's to help spread word of this new talent. Founders Mazdack Rassi, Jenné Lombardo, and Keith Baptista have helped put Milk Studios on the calendar as a Fashion Week hot spot and launched the platform milkmade.com, an editorial outlet featuring innovative content, video streaming, and real-time images along with a Tumblr and online store.

photo via MBF Trend Consulting

The real question is will we even miss it if Fashion Week goes completely digital? We are becoming so accustomed to instant access and viewing things via a computer screen that how important is the real thing anymore? However, in order for us to move in this direction, the industry will have to find a way to reach the right people, preserve everything it stands for and still remain cutting edge and innovative in the process. 

Triple-A Dude Talks BS

Disclaimer: If you are subject to any kind of sensitivity as it relates to the use of 4-letter words and the likes, please accept our apologies and refrain from reading this blog post.

photo via Maxime Ballesteros

Jan, we’ve been die-hard fans since your zero-BS policy from your early days as co-pilot of Uslu Airlines, back when you first took off in NYC in 2001. Wow! That’s history – seriously no BS!

photo via Shukra Cola

MBF: What do you have your sights set on – in addition to the airline business?

Jan Mihm: My currently most rewarding businesses aside from 'ua' are Shukran Cola, a kinda-non-profit venture that invests all profits in Palestine. My personal competitive goal is to push Coke from its #1 postion in the soda market. We shall start in Berlin-Neukölln with this and then take it from there. So far, market response has been phenomenal!

photo via art-is-the-alibi.de

The close second for me in terms of personal rewards is ART IS THE ALIBI, an incubator and boiler plate for discovering international ideas and realizing them as artistic projects. Art is the Alibi's focus is fostering emerging and up and coming regions, both geographically and contextually. Founded in London, Art is the Alibi's headquarters have just been relocated to Berlin, the epicenter of emerging culture.

MBF: Please name your favourite airline…and airport.

Jan: My favourite airline is Virgin Atlantic. I have never flown with them, but I admire smart brand positioning more than recliner seats or tomato juice anyways. My favourite airport is Tegel. Cab to cabin is less than 50 steps there. Genius.

MBF: We can’t but help think of you as a NYC ex-pat. What’s most exciting today in and/or about NYC?

Jan: Honestly, I should answer that question end of October, after my 2013 visit.

photo via morgenpost.de

MBF: And if you had to sum up Germany’s capital Berlin in three to five words? No BS.

Jan: Four dimensional cluster of culture(s).

MBF: Rules are definitely made to be broken. What marketing rules should we be breaking today ensuring products appeal to the very fickle, short attention span, knowledgeable consumer?

Jan: I know very little about marketing rules, so I would not exactly know what to break. To phrase it positively: think of your brand as a playmate for the consumer. And then continuously ask your yourself whether you would want to enter the game with that playmate. Make them laugh, bring them joy. Become their friend. A friend that they want to play with over and over again.

MBF: Can you identify the 5 most interesting people you have recently met?

Jan: No (nobody's biz).

MBF: What’s your connection with them?

Jan: See above.

photo via American Apparel

MBF: If you had to pick a fashion company to admire, which company would you pick?

Jan: Chanel and American Apparel (CC and AA for the B) both for their uniqueness, sexiness, smarts, awesomeness and especially – their particular portrayal of femininity.

video via ACRONYM® x Uslu Airlines Collaboration

MBF: And the most fashion-forward one?

Jan: ACRONYM

MBF: Who do you think is the most engaging technology company?

Jan: Huawei, Kel-Tec, Monkeylectric

photo via art-is-the-alibi.de

MBF: And of course, your favourite watch brand?

Jan: Analog: Raketa, Digital: Casio, Binary: The One

MBF: Have you ever been accused of looking somewhat like Tom Ford?

Jan: Yes, that has come up occasionally. But so have look-a-like comparisons to Ben Affleck and Ethan Hawke.

MBF: If “yes”, what do YOU think?

Jan: He is a very good looking guy. If I was gay, I would certainly bang him.

MBF: If you had to share words of wisdom with Ashton Kutcher – for his role as Steve Jobs – what would you say?

Jan: Drop the role, let Charlie Sheen do it. You suck.

MBF: Not terribly original but all the same fun. We’d like to take a page from James Lipton’s / Pivot’s questionnaire and ask you some questions, no BS…

MBF: Your favourite swear word?

Jan: "Scheisse" for things or mishaps, "Fotze" for people.

MBF: Your least favourite word?

Jan: Hate.

MBF: Your favourite word?

Jan: Love, Jan, charmer.

MBF: What turns you on?

Jan: Passionate brainy hearts, particularly on long legs.

MBF: And of course, what turns you off?

Jan: Abusing your own word of honor as if it was ever fixable

MBF: What sound do you love?

Jan: Laughter, especially that of my kids.

MBF: What sound truly irritates you?

Jan: Phone ringing.

MBF: If you could pick any profession – other than co-pilot – what might you be?

Jan: Certainly neither dentist, nor gynocologist as they both have to look in the same hole all the time. But since I regard my profession not so much as a co-pilot but rather as a hustler, I see no room for improvement = no need for change.

MBF: If you could be anywhere right now, where would you be?

Jan: Right here.

MBF: If Heaven exists, what would you like to hear God say when you arrive at the Pearly Gates?

Jan: Why if? And God will say exactly what will make me most surprising welcome, he is god after all. (And would not enjoy to guess him today. Why spoil the surprise?).