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Just the Beginning: FashTech Part I

Posted by Mayka Mei on November 14th, 2011

Last Thursday was a great gathering of style-minded folk in not-so-notoriously stylish San Francisco, and just as the talk was getting good, attendees of SF Fashion + Tech‘s first-ever FashTech were evacuated! A nearby gas line break spilled entrepreneurs, fashionistas, and chefs of neighboring Town Hall (still in their whites) onto the street, but not after some great introductory discussion by SneakPeeq and FashTech’s panel.

SneakPeeq

The night opened with an overview of social shopping app, SneakPeeq, which rather perfectly marries shopping with social and gamification. Co-Founder and President Henry Kim, formerly of the VC world, cited the huge barrier to entry for emerging brands as one of the key inspirations for SneakPeeq. That, and the fact that if you’re going to get someone’s attention, you’ve got to go to Facebook:

"One of every four page views today is a Facebook Page." -@ #fashtech
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Kim claims SneakPeeq has indeed created exposure and opportunity for new brands, including one of their first brands to host a SneakPeeq boutique, jewelry line CC Skye:

90% of visitors to @'s @ boutique never heard of @. 83% said they'd consider buying @ in the future. #fashtech
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As new variations on online shopping keep the ecommerce industry on its toes, we’re interested to see what SneakPeeq can do for young brands in the future. Maybe all fashionistas have a little bit of Facebook gamer in them.

The Panel

FashTech had a fantastic lineup for its panel, representing multiple angles of ecommerce:

We were only able to barely scratch the surface of how social media has changed branding practices at large and how bloggers and online influencers are absolutely to be taken seriously – before leaving RocketSpace. Here are a couple of gems.
Sinead Norenius, founder of international fashion and beauty blogger organization iFabbo, jumped right into why bloggers are increasingly as influential as editors:
"Brands are finally realizing that it's okay to have a personality." -@ #fashtech Hear, hear!
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Susan Gregg Koger’s company, ModCloth, opened its San Francisco offices just last year, and is held up as a young brand that gets today’s new marketing methods. Big brands, though? She says they’re not all quick to social media successes themselves:
"A lot of the traditional [fashion] players are not going to be making the right moves." -Susan of @ #fashtech
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But when it comes to the right moves, Betabrand has it on lock – Largely because they shifted their marketing methods to match and celebrate their consumers’ behavior. Their Model Citizen app makes its very citizens into its product models:
We like how @'s Model Citizen opp engages fans because it makes the fans look awesome. #fashtech
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The SF Fashion + Tech team is already under way to restage FashTech, and we’re looking forward to getting deeper into the conversations of the tech-infused future of fashion.

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