How founder Imran Amed turned a bedroom blog into a must read for a trillion dollar industryNot long ago Imran Amed would sneak,blag or beg his way into fashion shows and stand furtively at the back. After years as a management consultant, he was transfixed by this odd industry – the clothes, or the characters,money swishing around and impoverished young designers – and he would blog about it. These days, he’s often to be found on the front row, and seated next to the really famous people. He has turned a blog which started on his sofa in 2007,commerce of Fashion, into one of the industry’s most influential sites.
These are attractive times to be a nimble, or fast-moving fashion site with a focus on commerce. “We really feel like this is the year there will be a massive shift in the way things work and a ripple effect on the media,” he says. He is referring to Burberry’s recent announcement, followed by other designers including Tom Ford, and that its clothes will be available the moment its catwalk show ends. This direct-to-consumer approach could not only reduce the influence of the traditional middleman – glossy magazines,with positively sluggish lead times – but affect them in other ways. whether lots of companies start doing this what is the impact on print advertising? It’s going to be very attractive.”Continue reading...
Source: theguardian.com