Stylerookie

Hello fashionistas,

Today i would like to present to you  a 13 years old girl, who describes herself as a girl who  “Wears batman capes and oversized hats. Scatters black petals on Rei Kawakubo’s doorsteps and serenades her in rap. I wish I was Daria but I get too excited about things like candy to be deadpan all the time“

You are wondering why?

More than 50.000 readers and various designer can’t err! So enjoy reading my blogpost, another one, who points out the importance and the potential of digital media in our time: http://tavi-thenewgirlintown.blogspot.com/

First, i will present Tavi and her blog. Than i will conclude by pointing out, why her blog is a good example how to use digital media.

1) Tavi Gavinson:

Tavi Gavinson is at the moment the most famous U.S. fashion blogger. Her blog, “Style Rookie” , that she began writing on March 31, 2008 as a 11-year-old, is up to now fascinating more than 50,000 readers.

Tavis blog was initially assumed to be a fake, created by fashion insiders because it was so professional, and features analysis of magazines and photographs of her daily outfits.

Journalists and world press began to be attentive to her blog and so Tavi already appeared in an issue of the New York Times magazine, the Vouge Teen magazine, the Love magazine and many more. She has become a regular guest at fashion shows and a inspiration and muse for many designers.

2) Tavis blog is a good example, how to use digital media.

As I already mentioned in my last blogposts, Luxury companies have to listen to what people are saying online. Stylerookie is one of a kind and Tavi is that successful because she understood the importance of online conversations and community building.

She is inspiring, educating and entertaining people- and this what also companies have to do: taking care about the individuality of the client and exhaust the real potential of social media.

Potential of Investments in Windpower

What do you think, when you look outside the window and it is cold and windy?

I for instance think: „ Great! I’ am making money!“

You don’t understand?

Enjoy reading my blogpost and you will find out;)

I will introduce this interesting topic with a short overview of the constant growth and the advantages of wind power in general. Than, I will point out the evolution of wind power in the USA and in Germany, on the basis of different graphs. Finally I will end up by showing wind powers perspectives.

1.1) Mushroom growth of wind power:

In 2007 the wind industry achieved 25 billions Euro.

Over 20.000 Megawatt (MW) Wind capacity were installed in 2007 and the global capacity grew by 29% in 2008, the highest annual increase for six years Now,  93,8 GW of electricity are produced with Wind energy- able to serve millions of households.

And that is just the beginning.

1.2) Pros for wind power:

Wind energy is this kind of energy, which is future proofed:

Wind is available everywhere in the world and it is always available, contrary to oil and carbon. Wind energy is environmentally friendly and wind does not emit pollutants to the environment like sulfor dioaxid or carbon dioxid, which are factors for the global warming. There are no environmental damages, caused by the wind energy, like for example from the nuclear energy.

2.1) Evolution in the USA:

Wind power in the United States is a rapidly growing industry. The U.S. is the leading producer of electricity from wind power Last year America ramped up wind-power capacity to 25 gigawatts (GW), overtaking the previous leader, Germany. At the end of 2008, the United States installed wind power, which was enough to serve 7 million average households.

Because modern wind turbine components are so large and difficult to ship, manufacturers prefer to build plants near their markets. This is bringing new international investment to the United States in which the manufacturing sector had been in decline for decades. The growing U.S. wind market spurred new investment in turbine and component manufacturing plants, with enough new and planned facilities to create more than 4,700 new U.S. Jobs.

2.2) Evolution in Germany:

Also in Germany, the wind industry is rapidly growing.

In Germany, political conditions for wind industry are as advantageous as the seal of quality “ Madi in Germany” and so wind industry could grow up the last years in Germany. German technologiy has a leading position among wind turbine producers. Since 1991, the German government fixes a minimum price for each unit of electricity made by a wind turbine. Due to the minimum price, wind industry is consistently growing in Germany since 20 years.

3) Perspective:

The industry of wind power will consistently increase in the futur. In 2020, 12 % of the electricity demand could be covered by the wind energy and in 2054 it will be 34% according to the Global Wind Energy Council (GWEC).

Conclusion:

Investments in wind power are quite profitable: First of all, because of the market growth. Second, because of the guaranteed price for each kWh by the German and American government. And third, because of high cost saving through technological amelioration.

So I hope, finally, you also will look outside the window when it’s cold and windy, and thing: “„ Great! I’ am making money!“

By all means, Let me know;)

Why invest in Berlin?

In my last blogposts, we have understood  the importance of digital media. I pointed out how to use Digital media as a capital asset, as a strategic tool and finally  as a marketing tool.

This time, i will present to you my home-city Berlin, one of the most exuberant city’s in the world next to Paris and Milan.

In the following blog I will let you know 4 main reasons, why Berlin attracts fashion designers from all over the world but also a large number of experts, consumers, fashion agencies and major international players.

Why invest in Berlin?

Berlin lies at the heart of the EU. It functions as a strategic stepping stone between East and West and it facilitate easy access to the emerging markets of Central and Eastern Europe, which are of particular interest to the fashion industry. Berlin is a cosmopolitan city with a population of 3.4 million. Citizens from over 180 countries live in the capital and contribute significantly to its creative and inspiring atmosphere. Over 1,500 cultural events take place here every day alongside an exciting nightlife and a lively alternative music and art scene. Berlin is also the number one tourist destination in Europe and attracts an extensive intercontinental clientele. These shoppers come to Berlin for its unique mixture of brand name flagship stores and small independent shops run by up-and-coming stars. Approximately 123 million people visit the capital each year. This group represent an above-average spending power 56.6 billion euro in 2005 and an attractive market for established designers and innovative young professionals.The city is an inspiration to international fashion and lifestyle photographers, trend scouts and designers from all the major houses. Its The “unfinished” feel of the city which is a direct result of its turbulent and exhilarating history and that” je ne sais quoi” which makes Berlin unique in the world. The city offers unparalleled development potential to companies in the fashion industry.

1) Location:

The cost of living and renting in Berlin is very favorable, especially in comparison to other fashion centers such as Paris, London and Milan. Berlin also has an excess of beautiful and unusual event locations in every size and category from baroque castles and classical industrial architecture to hip clubs and trendy locations. These unique spaces are available for photo shoots, fashion shows and events. Rental prices begin at five Euro per square meter per month. These rates are considerably below the average in Germany and in other European metropolitan areas.

2) Support:

Not only Industries, which are related to the fashion business, have formed networks that work in co-operation with the creative young talents but also Politics supports the fashion industry. The governing mayor of Berlin, Klaus Wowereit, argues that “Berlin has a great future as the capital of designers and creative artists”. The development of the city’s identity as the capital of fashion has already begun.”The Berlin Senate makes a great effort to create more business opportunities for young creative artists and for the entire value chain of the fashion industry. Fashion companies receive quick and competent advice with regard to settling in Berlin and receiving financial support.

3) Production:

Designers in Berlin can also have  just as easily their sample and limited series produced right here in the city, in the surrounding state of Brandenburg or next door in Poland. Approximately 35 small manufacturers are located here, with another dozen in Poland. designers can be sure that their collections will be handled in a professional manner. Berlin also has local textile printers that produce individualised fabric and motif prints.

4) Events:

Twice a year, the capital becomes the the hot spot of the international fashion world. The “BREAD & butter” fair brings trendy street wear. The “Premium” fair features exclusive women’s and men’s collections by international designers. The “B in Berlin” takes place at the same time and features men’s wear by commercially success full brand names. Started in spring 2006, the “5th Floor” fair for women’s wear takes place simultaneously with the “B-in-Berlin” and features the latest in underground styles.

Next to 800 young and creative designers and fashion labels can’t err. The city’s exuberant mixture make all the difference: Come and see for yourself!

For further information click on: www.breadandbutter.com/; www.premiumexhibitions.com; www.berlin.de/;

Digital Media as important business tool

The use of digital media seems to become a major tool for luxury and fashion brands to increase their sales and to reinforce their brand image.

In order to this evolution, i would like to present to you an other article i found on the website:www.businessoffashion.com.

To understand the importance of digital media, I will point out Digital media as a capital asset, followed by Digital media as a strategic tool and finally by digital media as a marketing tool.

Digital Media as a strategic tool:

The luxury market is constantly growing since years. The emergent markets as well as the Asian market are redounding to this growth. Digital operations and digital media consumption have been doubled from 2004-2008. Only the use of luxury brand sites has been increased of 61% the last years. Luxury consumers are twice as active online as the general population. This is why, especially luxury firms have to make major strategic investments in digital innovation to ensure future growth.

The investment in social media, can be turned into a competitive advantage against competitors. If luxury brands don’t want to risk shrinking revenues they have to respond to the their demand for digital conversation. Having understood this evolution, Zara, leading fashion brand in Europe, launched online shopping last December in Spain, France, Germany, the UK, Italy and Portugal, before implementing e-commerce to all Zara’s market.

in order to guarantee the best service to clients worldwide.

Digital Media as a capital asset:

Digital Media can also seen as an additional capital asset. If firms use their digital competence as a competitive advantage they cannot only compete with competitors but, and this is even more important, improve their brand image.

To analyse brands activity in digital media, www.businessoffashion.com published the 2.0 | Digital IQ Ranking of Fashion, which has been developed by the clinical associate professor of the NYU’s stern school, Scott Galloway.

This ranking classifies 109 brands across the luxury spectrum into „genius“ , „gifted“, „average“, „challenged“ and „feeble“ groups. Nevertheless, only two fashion brands, „Louis Vuitton“ and „ Ralph Lauren“ which exhaust the real potential of social media, and are on the top of the ranking. Instead of following this good example and to use their digital competence as a competitive advantage, too little firms have so far aesthetical, functional, and interactive sites and engage themselves insufficient on social media platforms and mobile devices.

Digital Media as a marketing tool:

Online conversations, community-building and brand culture are becoming more important. Luxury companies have to listen to what people are saying online, participate authentically and build digital applications that inspire, educate, support or entertain people. Business objectives can only be reached by taking care about the individuality of the client.

What do you think about his approach and his cost-benefit-analysis of investment in social media? Is it really so important for luxury brands to invest in digital media or do you think this is just “ some kind of a fashion trend” to be present on internet platforms etc.?

Are you curious to learn more about this interesting theme? Than go have and have a look on my blogposts:  ma-u.posterous.com. ,or click on www.businessoffashion.com.

Can’t wait to discuss with you!

Zara goes online

http://www.stylelist.com/2009/09/17/zara-launching-online-shopping-e-commerce/

As you have already noticed, my blogpost are all about e-commerce,

The last ones, you foind on posterous.com  were more about companies’ strategy and the need for social media in order to increase the sales.

This blogpost I am going to present transfers this theory into action.

On http://www.stylelist.com/2009/09/17/zara-launching-online-shopping-e-commerce/, the author reports about Zaras launch of online shopping in Fall/Winter 09.

He is clarifying that the launch concerns for now only Spain, France, Germany, the UK, Italy and Portugal, before implementing e-commerce to all Zara’s market.

Furthermore the author examines the need for online shopping, in order to guarantee the best service to clients worldwide, and therefore he is emphasising Inditex’s CEO point of view.

What do you think about launching online shopping as an strategic tool in fashion industry?

Let me know if you would do online shopping instead of doing shopping in a store? Or just complementary to it?

Furthermore i invite you to visit my blogpost on ma-u.posterous.com/, where you will find other interessting blogs about the need of social media. Enjoy!

Zara

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