Interview with Helen Brown, Director of Catwalk Genius

I recently interviewed Helen Brown, Director of Catwalk Genius, an online store where consumers can buy directly from designers and invest in emerging designers' new collections. The Dublin-based site has already made quite an impression- Catwalk Genius has been featured in the Wall Street Journal and British Vogue, and Helen was named one of the Online Fashion 100.



What was the inspiration behind Catwalk Genius?

I studied Psychology and have always been interested in consumer behaviour. When our team decided to set up a business, we researched a variety of interactive tech ideas across different sectors. We settled on Catwalk Genius because fashion seemed to have the most opportunity; standard retail online is still pretty passive and we thought we could make it more exciting.

Catwalk Genius has a few interesting elements that make it stand out from other sites that promote new designers. What features do you think make Catwalk Genius unique?
It's still pretty rare to be able to buy direct from design labels and converse with them, but our unique feature is our Back a Designer scheme. If you love a brand, you can buy a share in their next collection. Once a target number of shares have sold, they produce the clothing and everyone takes an equal share in the revenues. Supporters can also get perks in return for their help - so everyone benefits.

How do you select your designers?
We work with Sarah Bunter, an amazing Creative Consultant who puts us in touch with strong UK design brands. She looks for strong design, wearable clothes and very high quality production. At the same time designers come to us directly by submitting product adverts every day. Then, we're still looking for high quality products as well as good quality imagery and appropriate pricing.

Can you talk about the “back a designer” scheme?
As I mentioned, it's about investing in a fashion collection in return for the opportunity for profits and perks. We're about to introduce a flexible funding target, which the designer will choose. You can switch or withdraw shares at any point up until the designer reaches their target and we're also adding a community where you can exchange messages with your favourite designers and other supporters. We've got a really exciting designer collaboration lined up to launch these extra features, so check back in mid-April to see what's going on.

What are your favorite pieces for Spring/Summer?
I've got a lot of weddings to go to this year, so Deibe Rondon's grown-up glamour has definitely caught my eye. Minna always produces the most lovely feminine pieces. All of her work is responsibly produced and she was named as one of the highlights of London Fashion Week's Esthetica exhibition last month. Shorts are still working over tights and I love the check on these, just in from pitchouguina.

How have you been promoting the site? Which social media tools do you use to spread the word about Catwalk Genius?

Social media's big for us because it involves the same kind of interaction that Catwalk Genius is all about. We do like Facebook and have the obligatory fan page, but I have the most fun with the folk who we follow on Twitter. Fashion tweeters are a fascinating and funny demographic!

Rent the Runway: Designer Style Made Affordable

I have been eyeing various incarnations of Herve Leger's bandage dress for over a year now, checking Saks and Net-a-Porter's websites regularly, and trying it on in several boutiques.
And every time, I almost make the purchase, but in the end, I can't justify the $1500 price tag. I had almost given up on my dream of surprising my boyfriend in what is often considered the sexiest dress of the decade, but then I discovered a brilliant solution for fellow recessionistas: Rent the Runway.

Rent the Runway is an invite-only site that enables women to rent a designer dress (labels like Badgley Mischka, Matthew Williamson, and Proenza Schouler) for between $50-$200. I can wear my beloved bandage dress for a full four days for only $150.

According to founders Jenny Fleiss and Jennifer Hyman, being fashionable should be easy: "As fun-loving girls growing up in New York, we observed the latent need for a service like Rent the Runway to accommodate our need for special dresses for all of the special occasions in our lives. Rent the Runway is designed for girls just like us who have many fun events in their lives, but don’t want the guilt or the expense of purchasing so many different outfits. Every girl wants the Carrie Bradshaw closet but who has the space, time, or money to assemble such a collection?"

Rent the Runway allows users to search for dresses by designer, style, and trend. They also categorized dresses by occasions as varied as "girls' night out", "fall wedding", and even the "this is getting serious date". Users unsure of their size can order the same dress in two sizes, and those debating between two (or three) dresses can order a second dress for only $25. Dresses arrive with a pre-paid envelope (like Netflix) and users can chat with the site's stylists for sizing, accessorizing, and other advice. There is even a same-day courier service for those in New York City.

Fleiss and Hyman comment: "Especially with the popularity of Facebook, girls face a social pressure to constantly be on trend and avoid repeating outfits. We ourselves have faced so many times in our lives when we would love to pop into Barney’s to buy the latest Herve mini but can’t justify the purchase. Rent the Runway enables girls to have fun with fashion, reach outside of their comfort zone to experiment with new designers, and expand their wardrobes beyond their wildest dreams!"

Q&A with Jessie Weiss from Fashion Blog Les Mads

As part of my blogger interview series, I connected with Jessie Weiss, one of the founders of the Germany-based fashion blog Les Mads. Les Mads is published in both English and German, and is highly regarded as one of Europe's top fashion blogs.

What is unique about fashion in Germany? Is there a difference German and other European style bloggers?

Well actually Germany is a bit slower when it comes to trends, it's a bit conservative. You need your time to get accepted ;) Syle bloggers are still a bit shy to push their own individuality but I think we do in a good way.

What upcoming trend do you think will be hot in a year?

Trend in one year - well, let me wait and see the upcoming shows this september ;) Fashion is so fast, trends get adopted in a second... nevertheless I'd say the 90's will celebrate a big comeback because the 80's phase is almost over and we need something new.

Is there a unique German style? Can style be unique by one country or has it become more or less all the same all around the world?

Well I think we dont have a particular style here like all the Swedish style bloggers. Berlin is the only city in Germany where people look like they're from all around the world, which of course comes from street style blogs.

Do you have a fashion icon?

I think Chloe Sevigny's style is great. I have no idea what it is, but she can throw on everything and it looks good!

What is the future of blogging?

More influence, more opportunities to become part of the fashion scene which was more less private a few years back.

*Special thanks to Anne Koophamel

3 Questions with ShowMeYourWardrobe's Jackie Dixon

As part of my new interview series with top bloggers, I asked top fashion blogger Jackie Dixon of ShowMeYourWardrobe 3 questions. Below are her responses:

What was the original inspiration for your blog?
To put it simply: real style, and by that I mean how real people (and not models on a catwalk or a celebrity on the cover of a magazine dressed by someone else) put together a look. I am a stylist and have always admired how the people in my industry dress, whether it's a make-up artist that consistently looks immaculate or a photographer with an eclectic look. I love seeing how fashion influences people in reality and how each person incorporates a look or trend to suit them.

Why, in your eyes, do you think you've been so successful and have been able to reach such a broad audience?
I never think of myself - or my blog - as being "so successful". I am just really pleased if someone has seen it and even more happy if they like it as it's really fun to produce! Re the wide audience aspect I guess that's something to do with holding people's attention. It's interesting to see what the Creative Director of ELLE looks like and how she dresses, or a designer, illustrator etc. And because I always link the person's website you can check out their work too.

How do you see yourself, and other bloggers, fitting into the fashion world, now and in the future?
I think the beauty of blogs is that they are immediate, free, easy to set up and run and you're not censored or have to be biased in anyway. The blogs that review stuff can be completely honest and readers respect that. I think they proudly sit within the fashion world in a very prominent way. Marc Jacobs named a bag after BryanBoy, Tommy Ton (from Jak and Jill) just shot a Lane Crawford campaign and has teamed up with POP, Garance Dore just shot for Australian Vogue and Scott Schuman has shot for DKNY. Style Bubble is working with Dazed Digital, Rumi (Fashion Toast) is now with Next modelling agency...the list goes on! Blogs are ingratiating themselves within the fashion industry, even (British) Vogue just launched their very own blog!

BurdaStyle: Virtual Sewing Circle

BurdaStyle, an online sewing community, makes sewing fun (and easy.) The site offers hundreds of copyright-free patterns, from cocktail dresses to bras. The patterns range from traditional to trendy, and budding designers can showcase their creations, as well as search for inspiration. The BurdaStyle blog features member interviews, style tips, and even suggested patterns that coincide with current fashion trends.


BurdaStyle is not just for experts, however. Beginners can find a weath of information to get them started. The site features a "How Tos" section with both photos and videos, as well as a user-generated sewing encyclopedia. Users can also view patterns by level of difficulty, making BurdaStyle the perfect destination for all sewers.

Social Shopping Site Polyvore Turns Two

Polyvore, the social shopping site where users mix and match items to create collages (dubbed "sets"), celebrated its second birthday last week. Polyvore certainly has a lot to celebrate. In the past year, the site grew from about 500,000 unique visitors per month to 2.5 million unique visitors per month, an increase of 400%. They also crossed the 100 million monthly page views mark a few weeks ago, making them one of the largest user-generated fashion sites on the Web.

Polyvore's success lies in its simple drag and drop tool that encourages users to put together looks, not just endorse individual items. The community is encouraged to use their creativity to create aesthetically pleasing arrangements of items. And the quality of clothing on Polyvore is significantly higher than most other social shopping sites. Popular products include Marc Jacobs' dresses and Chanel handbags. One Polyvore user claims it is "like crack for fashionistas…In addition to the shopping euphoria of it all, Polyvore also fuses fashion with social media. Once you create your favorite look, you can publish your fashion matches by color or brand for others in the network to see. It’s very addicting creating fashion masterpieces and shopping all in one spot.”

Polyvore is part game, part art, and all fashion. With its unique offering in a crowded space, it's no wonder Polyvore is a popular destination for fashionistas. Happy Birthday Polyvore- wishing you many happy returns.

Shopflick Combines Shopping with Online Video

Shopflick is an online video‐shopping marketplace where shoppers can discover new independent products and the stories behind them. Designers, boutiques, merchants, small manufacturers, artists and personalities can all create closer connections with shoppers and increase sales through video. Since its launch in August 2008, Shopflick has garnered attention for its ability to combine two previously popular but unrelated online behaviors.

On the site, both consumers and designers create profiles. Designers create individual boutiques, where they can post videos to engage consumers. Technically challenged designers can use the Shopflick Filmmaker Marketplace (SFM) to find a "qualified, pre-approved" videographer to shoot footage. Best sellers are more prominently featured, and anyone can sign up for a designer account. Shopflick also recently expanded their video offerings to include an original signature series, The Hall of Style with Davida Hall. Future episodes will feature celebrity guests and how-to's for viewers searching for a way to look great without breaking the bank.

With its focus on indie fashion and unique use of video to engage consumers, Shopflick is sure to become a niche shopping destination for the fashion forward.

American Apparel Finds Models on Chictopia

Retailer American Apparel recently partnered with fashion blog social network Chictopia to launch a new ad campaign featuring members of Chictopia.com modeling American Apparel clothes. It is the first time a major brand has used fashion network blogs to discover models. The campaigns will run on Chictopia's website as well as the girls' individual fashion blogs which independently receive hundreds of thousands of pageviews a month. The models wear a combination of American Apparel and the company's vintage line California Select.

"Instead of trying to tailor the ads for consumer, we're using that consumer in the ad." said Mae Kaufman, the American Apparel photographer who shot the ads. "All the girls had strong, individual styles that they were able to translate into fun, wearable outfits."

American Apparel, who is well known for refusing to use airbrushing in their advertisements, and Chictopia are showing that traditional media beauty standards are obsolete and inefficient.

"It's the future of fashion, where style is set for the people, by the people," said Chictopia CEO Helen Zhu. "There will always be value to runway models and glossy prints, but people most often look to real trendsetters amongst their community for fashion inspiration. Some of Chictopia's trendsetters have over one thousand fans watching their daily style blogs, and our site receives over four million pageviews per month from fashion enthusiasts. We are happy to be working with American Apparel, a leader in recognizing the value of true fashion influencers."

Est. Today: Virtual Design Studio for Tweens

Est. Today is the latest virtual world targeted towards tween girls. The site was conceived by a husband and wife team that wanted to create an online fashion studio for their 12 year old daughter, and allows budding fashionistas to create, showcase, and purchase clothing and accessories designed by one another. The site provides three distinct offerings, each centered around fashion.

The community component is a virtual showroom, where users have avatars, chat, watch videos, answer polls, try on clothes, and shop for virtual items. The community section also offers a design contest, where tweens can vote on the winning design for a tee shirt. Finalists are displayed in the virtual showroom, and the winning design receives a $200 spending spree. The design studio is a fun, drag and drop tool with enough options to keep tween girls busy. Users can select backgrounds, designs, and accents, and logos. The designs can be saved and incorporated into a user’s virtual closet and even be put into production as a real clothing item. The site also offers a ready to wear shopping section where users can put buy stylish, age appropriate clothing.

Est. Today is a fun, engaging site that will catch the eye of tween girls who have outgrown more juvenile sites such as Webkins and Pixie Hollow, and may even be able compete with the successful tween fashion virtual world Stardoll.

Stylehop Provides Fashion Shopping Engine with Consumer Ratings

At Stylehop, fashion conscious women can shop, rate items of clothing, play games, and earn points that they can use as rebates to their purchases. The idea behind Stylehop is that the most valuable and relevant fashion advice for a woman does not come from New York, LA or celebrities, but from a woman’s fashion peers. Their goal is to become the Zagat of fashion- a shopping engine with robust, filterable consumer ratings.



Stylehop could have easily created a boring, Amazon-like ratings engine. Instead, they created fun, addictive, lightweight social games and quizzes to drive engagement and build the foundation for a robust, ratings-based shopping engine. The games prompt women to provide a five-star rating for each item presented, creating the star ranking data that feeds StyleHop’s shopping engine and allowing it to generate a substantial amount of ratings for a variety of items. Another catalyst to drive engagement is the points system, where women are rewarded for activities like reviewing styles, filling out their profile, etc. The points can be used towards rebates on items purchased through the site. Additionally, Stylehop allows results to be filterable not only by brand and product attributes but also by whom you want providing your five-star rankings.

Closet Couture Lets Users Organize their Closets Online

Closet Couture is a new fashion-focused community that takes social shopping to a new level. Users can not only create and view one another’s wish lists, pulling items from each other, but also upload photograph items from their own “real” closets. Users can create their own “Dressing Rooms” with their clothing photos, creating packing lists and photo albums. Merchants can also create profiles, uploading items from their boutiques and including pricing information in a way that is not only unobtrusive but offers real value to the consumers on the site.

In addition to the “My Closet” tool, Closet Couture offers forums, a style blog, and an extensive list of stylists and other fashion service providers. Closet Couture is off to a great start, but I would have liked to see the ability to share packing lists with friends, vote on other users’ looks, and create outfits for friends- functionalities that would allow users to take advantage of the collective style consciousness. Overall, though, the site provides a unique and relevant social networking community in the crowded fashion space.