By Laura Medina
If Lucky FABB (Fashion And Beauty Bloggers) Conferences New York and Los Angeles were the splashier style gabfest and blogging bonding over start-ups and celebrity launches then, Fashion Digital Los Angeles is the interactive think tank for established fashion brands looking for how-tos in improvements and expansion. It's the "TED" Conference for premium fashion brands.
Fashion Digital Los Angeles, as usual, is the follow-up off-shoot of the original New York counter-part. Scott Silverman, of shop.org and Scott Silverman Associates, was overwhelmed by the need of New York-based fashion brands hungry for advice, he decided to take his marketing and e-commerce conference on the road and landed in West Hollywood's prestigious Director's Guild of America on the Sunset Strip last Thursday.
The concentration of "name fashion design companies" was overwhelming at both locations in New York and Los Angeles.
As mentioned before, this is a "TED" conference for fashion designers who need to iron out the kinks in their online ordering and payments, fraud, bumping up their sites, and growing into new sales territories.
It wasn't all about clothes. "Name" beauty brands were scattered about asking the same questions but more about using tutorial videos in teaching customers in how to apply the products and promoting them, of course.
Guess' Michael Relich talked about tariffs, import and export customs, and catering to local customs to grow your business internationally.
Dave Cook (Vice President of TheFind) and Jennifer Grasso (Director of Product of ModCloth) discussed about how to take your fashion design online store/boutique beyond Esty.com.
Lubov Azria, (Chief Creative Officer of BCBGMAXAZRIAGROUP and Max's wife) provided the warmth and inspiration from immigrating from the Soviet-era Ukraine "with little or no choice" to growing her husband's company into a luxurious fast and high fashion brand by fulfilling with it "with inspirational clothes, accessories, and items that women like her used to dream about in the Ukraine." She's the new and latest American Dream materialized..;and oh yeah, she's pretty sweet too.
Annie Georgia Greenberg, New York Editor of Refinery29 moderated Lubov's Question and Answer session.
The lobby of the DGA was filled with photographic technology advances that fashion entrepreneurs need to bump up their online businesses.
Splashlight.com debut their unique 360 rotating platform with a reasonably-paced treadmill catwalk. Better to catch on video on how the dress swing and flow. Far better to watch how the outfit moves with the body. Better the move. Better the flow. Better the sales.
Lucky FABB entices the fashionista techie into these conferences but Fashion Digital LA consolidates the bonding into a practical symposium for designers and companies hunting for that next big leap forward.
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