“Blogs posting things about us, going viral, spreading throughout the internet… it has an extraordinary impact on the business.”
~Jack McCollough, Proenza Schouler
You know the fashion industry has truly embraced social media when top-tier designers such as Proenza Schouler's Lazaro Hernandez and Jack McCollough take time out of their pre-show schedule at fashion week to talk to bloggers at Evolving Influence. Imran Amed of Business of Fashion interviews Jack and Lazaro about their emergence in the social media space and what that means for the growth of their brand.
What I took away from the talk was that, Proenza Schouler, as a brand took to the digital space not so much for the love of all things digital, but more because of what it offered: an opportunity to present their brand directly to their consumers, directly to people like you and me. Bloggers offered them not only a faster way to transmit their collections to the public but also immediate feedback from a younger, and more geographically diverse audience (they were amazed about how many people in the MidWest made purchases when their ecommerce site opened up).
Of course, they're still figuring things out, then again, we all are. Imran noted, “So is the entire industry…I think everyone is trying to wrap their heads around [social media]”