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Fashion 2.0: Season of Change: A Forecast of Digital Trends Set to Disrupt the Fashion Industry Paperback – 5 Sep 2013
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About the Author
Yuli Ziv is a serial entrepreneur and online media expert revolutionizing the fashion industry. She is the Founder & CEO of Style Coalition, as well as the Founder of Fashion 2.0, the first and largest fashion & tech networking community in New York City. An internationally known speaker, Ziv keynotes and moderates panels at numerous conferences including: WWD Magic; DLD Moscow; NY Internet Week; Social Media Week; 140 Characters Conference; Early Stage East. She has been featured numerous times in major publications including: The New York Times, Financial Times, The Guardian, Women's Wear Daily, Wall Street Journal and Forbes. In 2011, she published her first book Fashion 2.0: Blogging Your Way To The Front Row, which reached Amazon’s bestseller list in its category. Prior to becoming an entrepreneur, Yuli spent years developing interactive online strategies as Creative Director at top agencies and advertising networks.
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Top customer reviews
Secondly, the claims in this book are unsubstantiated but very opinionated without thorough research or understanding of the industry. Comparing fast fashion to Apple's tech innovations in terms of seasonal output rate (fashion produces far more collections than tech industry) is just silly. These are two completely different product types with a different product life-cycle, customer base, profit margins and marketing strategy.
Ziv also states that designers should focus on best-seller signature items and not on basics in their product lines, but has she ever done a break up of where the designers actually get their greatest profit from? And whether those signature pieces are perhaps responsible for pulling in a wide crowd which ends up buying an affordable basic? I could go on breaking apart almost every unsubstantiated page this woman has produced and show how little knowledge of the industry has gone into those claims.
It's not a book for people who actually work in the fashion industry and want to do some trend forecasting in the are of social media strategic communications between brand and customer. What's remarkable is that this book does not have a publisher. It was published by Ziv herself! To me it is a turn-off, because I suspect that either no publisher wanted to use her work or she is a complete control freak and wants to have all publishing rights and royalties in her own hands.
However, Ziv has achieved some personal success so here we have proof that currently people who have no knowledge of the industry can barge into it and make it big. This itself is a forecast of the future. Brands should understand that people at the other end of the line (customers, bloggers, wanna-be-designers hailing from the music industry, etc.) now believe that their viewpoint is valid. Brands must involve those individuals and work with them to ensure good PR. So one star for Ziv for having been quite successful so far. I wonder if brands invite her because they like what she sais or because they fear her ability to openly discredit them....?
Most helpful customer reviews on Amazon.com
Two of the reasons that prompted me to read this book were its powerful description: "A forecast of digital trends set to disrupt the fashion industry" and the interesting author's career, Yuli Ziv.
The 4 key points I extracted
- Influencers: empowered (by a significant number of followers) individuals that by sharing their fashion outfits are getting premium commissions from brands or networks (most of them fashion bloggers).
- Social media provide a new way for brands to gather information and inspiration directly from final customers, allowing them to identify designs with the most commercial potential.
- Personification: customers are willing to know more about who are the people behind the brands they like, and be able to directly interact with them to establish a real connection.
- The decreasing importance of seasonal collections and trends