What is the DNA of style online? How do we share our taste? And what does it mean for fashion e-commerce? Yuli Ziv, moderator at the DLD Moscow digital fashion panel “How Taste and Style Go Social,” has a platform for independent online fashion publishers. At Style Coalition, she helps brands, designers and agencies communicate, market and connect with fans through their passionate community.
How do other great fashionistas do it?
The latest hit is trying on clothes virtually via your webcam using augmented reality technology. Elena Silenok, the founder and CEO of Clothia has brought it to perfection. Clothia, she assures, is a fashionista’s dream: an online destination where you can “mix and match outfits and share looks you love.”
Also Shauna Mei is a hunter for creativity. She founded AHAlife, an online shopping destination for gifts and unique finds. “Fashion products inspire us,” the company’s founder and CEO says on stage. With AHAlife, Mei disrupts the luxury industry and intends to bring the global “AHA” expression into the digital fashion world. On her site, curators like Mei give advice in what of all those beautiful lifestyle products (e.g. Marchesa) suit us. “We also have a physical store in Beverly Hills, an e-commerce project with an offline approach.”
It’s about this blend between physical shopping, trying on a dress in a store, and receiving expert and personally suited information through new technology. The fashionistas are sure, ”the future of fashion is mobile!”