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03-05-2011
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ElleBoogieBrown,

We do have a small thread for Leigh Bowery ... in Art & Design. After you gather your information you need for your school presentation, we'll ask you all to move to his thread to talk about him. Perhaps you'd like to contribute to this thread which would not only reactivate it but it would introduce him to members who may not have heard of him yet.

Im going to move some of these the last posts plus the posts with the links provided by you and thejarc over there, now.

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Last edited by BetteT; 03-05-2011 at 04:50 PM.
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08-05-2011
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hey guys

as my final degree project i'm working on a fashion website and i need to hand in a proposal that resembles a business proposal if i were to present it to a backer

i'm trying to figure out how i'll be doing the adverts section and i wanted to know if there's anywhere i can find website revenue numbers or how much certain brands pay for advertising in certain websites. i'm a bit lost on how to do that section, so i just need anything about advertising in fashion websites really!

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09-05-2011
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Quote:
Originally Posted by Katie123 View Post
hey guys

as my final degree project i'm working on a fashion website and i need to hand in a proposal that resembles a business proposal if i were to present it to a backer

i'm trying to figure out how i'll be doing the adverts section and i wanted to know if there's anywhere i can find website revenue numbers or how much certain brands pay for advertising in certain websites. i'm a bit lost on how to do that section, so i just need anything about advertising in fashion websites really!
Hey, Katie!

It won't be easy to find a straightforward answer on the web to that because it depends on a case-by-case basis! :p

What kind of fashion website is your project about? Is it B2B or B2C? What's its product or service? Who is its target audience? How is different from other competitors? Is it a retailer, aggregator, publisher or a service provider? Would advertising be the only source of income or just part of it?

Note that advertising revenue models offer different options to generate income:
- CPM (cost per thousand)
- CPC (cost per click)
- CPA (cost per acquisition or affiliate)
- Sponsorships (including contra-deals or co-branding)
- Ads on email marketing

You need to review each option in order to generate the right mix which delivers the best benefit for the backer (eCPM or effective cost per thousand, which is a measure of the total revenue the site owner can generate every time 1000 pages are served).

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11-05-2011
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hello! first of all, phew! thanks so much for such a detailed answer. it's obviously a lot more complicated than i thought haha

the idea for the website is daily news but with the feature of a glossary, which would only be available to view for paid members (so to answer your question, advertising wouldn't be the only source of income!)

of course for university hand in purposes i won't be looking for advertisers but will instead talk about the future and how i'd create revenue. i have no idea what B2B or B2C is :/

i was thinking in terms of advertising what would be more possible would be CPC and sponsorhip? (no paid posts, but maybe sponsored contests etc) what do you think?

THANK YOU!

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11-05-2011
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I'm not an expert on this sort of thing, but as far as I know ... almost all revenue for web sites (if they are not designed for retail sales) and magazines comes from advertisers ... not subsrcriptions (Including the Fashion Spot). Subscriptions are not the place to make your revenue ... other than a token payment.

However, you will need subscribers to get your numbers up, so that you can attract advertisers. The more subscribers you have (paid or unpaid) and the more hits you get, the higher the rates you may charge ... so in the context, subscribers are very important Readers and subscribers come first ... then you can sell advertising.

B2B = Business to Business
B2C = Business to customer or consumer (I beleive)

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Last edited by BetteT; 11-05-2011 at 10:16 AM.
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11-05-2011
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thank you, you're always so helpful!

so in my case i'd be B2C right?

the idea would be that it would be a yearly paid membership, like wgsn or wwd. would that still be a minor source of income? so i shall put what you said, that ads would be the biggest source of revenue but in order to get it i'd need members and a big number of hits. if the website were to work, i'd prob need a backer to begin with, right? because i wouldn't be able to rely on advertising money on the first few months because there wouldn't be any! right?

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12-05-2011
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Quote:
Originally Posted by Katie123 View Post
thank you, you're always so helpful!

so in my case i'd be B2C right?

the idea would be that it would be a yearly paid membership, like wgsn or wwd. would that still be a minor source of income? so i shall put what you said, that ads would be the biggest source of revenue but in order to get it i'd need members and a big number of hits. if the website were to work, i'd prob need a backer to begin with, right? because i wouldn't be able to rely on advertising money on the first few months because there wouldn't be any! right?
Hiya, Katie!

You need a backer only if the business model really NEEDS capital support to achieve its financial and sales goals, not just because you WANT it. Bakers will only support you -above anything else- if they believe in YOU and YOUR ABILITY to deliver your business according to its plan. Only if project financial goals are attractive enough and, of course, market objectives are realistic and achievable in a reasonable time, then backer COULD be interested in having a detailed look at your project. Note that you'll usually have 3 different kinds of backers:

1) FFF or "Family, Friends and Fools". Money is lent to your lovely folks or come from some rich dude with no business-sense-whatsoever that puts money in because he/she just kind of "facebooked liked" your project (see also crowdfunding projects through Kickstarter). Usually there's no management nor expertise support coming from this type of backer.
2) A bank, supplier (i.e. business loan, credit term). Not even in your wildest dreams you'll have management or expertise support coming from them.
3) An investor (i.e. venture capitalist, business angel). This folks will be only interested if your project requires OVER several million dollars and, of course, has a high chance of returning their investment several times before 2 or 3 years. They'll also support you with tons valuable management and expertise.

WGSN is part of a huge B2B publisher named EMAP. WGSN, taking advantage of the loads of information this publisher generates for businesses in different sectors (including that of the fashion industry), provides a specialised information service mainly for small fashion boutiques that includes exclusive news, creative direction, and loads analysis and trends about catwalks, trade shows, colour and materials, visual merchandising, buying and sourcing, business strategy, etc. Their main source of income is subscriptions (which cost several thousand dollars per year even for small businesses) not advertising.

Advertising models work best when site has:
1) loads of traffic (i.e. mainstream social networks, media (news or entertainment) or search portals, etc.). Think of Perez Hilton, Gawker, Vogue, Glamour, etc.
2) few but very specialised and high-quality traffic (B2B, niche media or blogs (news or entertainment), aggregators or price search engines or comparison sites, communities, etc.). Think about famous street style fashion blogs, forums or communities like tFS or Chictopia, fashion aggregators like Polyvore, etc.

CPM (cost per thousand of impressions) is the model commonly seen on high traffic sites. Works best for brand awareness than for direct sale. Newbies advertisers tend to pay for CPM thinking about generating tons of sales without realising more effective models to achieve that like cost-per-click (i.e. Google AdWords) that give them the option to pay for the ad only if user clicks on it (of course, old-fashion and traditional publishers hate this).

Consider also generating income through commissions (affiliate or CPA or cost-per-acquisition). Here you can have a mainstream or a very specialised news site and income will be generated when users click on a link that sends them to

Finally, when formulating the business e-strategy for your project, consider emergent advertising trends like banner blindness, privacy laws against "cookies" used by marketers and advertisers, advertisers paying by results, the lowering conversion rates, etc.


Last edited by F0F0; 12-05-2011 at 05:37 AM.
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12-05-2011
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My bad! Forgot to finish this paragraph from above post:

Consider also generating income through commissions (affiliate or CPA or cost-per-acquisition). Here you can have a mainstream or a very specialised fashion news site and revenue will be generated when users click on a link that sends them to advertiser's site where they can do (convert) some sort of intended action (buy, fill-out a form, subscribe to e-newsletter). Commission amount will vary from the very low (this happens when site sends either low-quality or high volume of traffic but with little benefit for the advertiser) to the very high. Financial sector (i.e. insurance, mortgage and financial) tend to pay high commisions (even for a single-click for filling-out a form! :wut: ) in comparisson to other business sectors ( including mainstream fashion retail ).

So based on these, which sector --within fashion-- do you think can give the best advertising commissions per click? What kind of advertiser could be? What kind of product they need to sell that affords to pay high commissions?

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22-05-2011
  699
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Join Date: May 2011
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survey help, pretty please!
hello!

i am working on a research paper discussing t-shirt culture and would really love your kind help in understanding how said garments are viewed and consumed. i am also tying t-shirts to modern culture and communication mediums (to explain the last set of questions)-

the survey is in 3 parts (pls do complete all 3 for best results), and is available on survey monkey:

part 1
part 2
part 3

your help is extremely appreciated,

thank you!

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27-05-2011
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Innovator fashion theme - Help!
Hey guys! I have to do a research project on a innovative theme related to fashion. It has to be a specific idea that is new to the industry. It could be related to anything, designers, buyers, shops, brands, models, etc.

Any ideas?????

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27-05-2011
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When I hear "fashion" and "innovative" together, I think of the use of nanotechnology in clothing materials. The idea has been around for a while, but the implementation is still in its infancy.

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28-05-2011
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I think of this video clip :
http://fashionbeirut.com/2011/01/a-c...n-is-launched/
So many brands are becoming more and more "environmental" but to me these guys are the most innovative ones!!

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28-05-2011
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Quote:
Originally Posted by bafchloe View Post
Hey guys! I have to do a research project on a innovative theme related to fashion. It has to be a specific idea that is new to the industry. It could be related to anything, designers, buyers, shops, brands, models, etc.

Any ideas?????
Related to fashion retail
- Virtual fitting rooms (i.e. one Topshop store in Russia)
- AR (augmented reality) apps for tables and smartphones that let you "try" clothes
- Virtual lookbooks (i.e. Looklet)
- Clothes swaping using Netflix-like models (i.e. thredUP)
- Fashion sold through subscription models

Related to designers
- Dresses made of laser-cut paper (i.e. Jum Nakao)
- Crowfunding for designers (i.e. Catwalk Genius)
- Using grannies to design your own knitwear (i.e. Grannies Inc)
- User-generated fashion (i.e. Continuum's computational couture)

Related to clothes
- Energy saving clothes (i.e. Ralph Lauren backpacks)
- Cooler clothes (i.e. Jockey's bikinis let you stay 3C cooler)
- Electromagnetic radiation protective clothes for babies
- Friendly fashion for cancer patients (i.e. Jillies)
- Playable music clothing (i.e. mp3blue)
- Hoodies integrated with headphones
- Colour-changing clothes depending on your mood, surroundings :p
- Invisible clothing (i.e. US Army "invisible" suit)
- Wearable electronic clothes for biofeedback (i.e. E-39 compression shirts)
- GPS built in clothes (i.e. for mountain explorers)
- Health-monitoring garments (i.e. e-fibers)

Related to manufacturing or production
- Clothes being able be tracked all the value chain for consumer transparency purposes
- Crowdsourced designed garments (i.e. Exuve, Threadless, Ryz)
- Sewing cafes (sew while you sip your cappuccino )

Related to fashion beauty
- Photographic cameras that take "beautiful" pictures of you (i.e. Panasonic Lumix DMC-FP7).

Related to fashion magazine
- Digital only fashion magazines for tables and smartphones (i.e. Post magazine)
- Real live magazine (i.e. The Live Issue by Burkes)


And as Tarden said don't forget about nanos!
- Nanotube textiles for creating bullet-proof clothing
- Nano-lamp textiles that can help your t-shirt emit light

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01-06-2011
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Independent Luxury Stores and Brands
Hello, I hope everyone here is having a good day.

I've had a search through the forum and haven't found exactly what I'm looking for, but if a thread like this is already in existence, I'm very sorry if this one is superfluous.

I intern with a consultant of private luxury companies who also writes a blog and have been asked to research independent luxury stores in New York City, as well as American luxury brands. The boss is always a bit vague, so I'm hoping to get some help from TFS. I've already come across these shops:
  • Flight001
  • TKNY
  • MOSS
  • If Boutique
  • Seven
  • Jeffrey
  • A.

However, he is looking for a lot more. The guideline I am going by is finding stores along the lines of Colette in Paris. It would be amazing if any of you could help with my search, as the above stores are also the ones that come up on most Google searches and seem to be most known on blogs/shopping guides.

The second topic is American luxury brands, so I've come up with a short list, and am looking to add on to it, so please give your input!
  • Tom Ford
  • Michael Kors
  • Marc Jacobs
  • Calvin Klein
  • Ralph Lauren
  • Vera Wang
  • Bill Blass
  • Carolina Herrera

Thank you all so much in advance! (I do hope I put this post in the right board, but it seemed most related to shopping - so sorry if not.)

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05-06-2011
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Quote:
Originally Posted by jscheurl View Post
The second topic is American luxury brands, so I've come up with a short list, and am looking to add on to it, so please give your input!
  • Tom Ford
  • Michael Kors
  • Marc Jacobs
  • Calvin Klein
  • Ralph Lauren
  • Vera Wang
  • Bill Blass
  • Carolina Herrera
Just a quick edit. I was told that we'd be needing the Heads of PR and Advertising for these companies, so if anyone has contact details, that would be great!

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