Navaz at Apple in Covent Garden
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We went along to the Vogue: Fashion in the Digital Age event at the Covent Garden Apple store on Thursday night, to listen to creative director Robin Derrick talk about creating the new Vogue iPad app and all things digital/fashion/advertising/brand/blogging related. It was also DisneyRollerGirl's first event as proper person (she unveiled herself this week) and we wanted to support her too.
Robin is a top dog in the fashion world, it doesn't get much better than creative director at Vogue and he's been there a long time (17 years I think he said) so what he has to say is very relevant. And he didn't disappoint (although we would have liked a less scruffy look Robin, you're at VOGUE for heaven's sake).
He didn't mince his words about how ground breaking the new digital platforms were for communicating and how fast everything's happening. The new Vogue app is, he feels, just the start, the 'christening steps' of what is surely going to revolutionise the way magazines and brands talk to customers.
Navaz was a brilliantly poised interviewer and looked VERY chic in her Celine blouse, Gap chinos and Topshop boots.
Here's what Robin said...
On new ways of working with digital content
The 'Road to Damascus' moment happened for me when we were shooting David Beckham’s Armani underwear ad. The You Tube behind-the-scenes film we shot was seen by more people than the £3.5 million billboard campaign.
Now, every meeting I sit in revolves around creating an engaged on line community around a brand. It’s where media spend is shifting to.
We need a new generation of photographers, the current ones can’t do it, they don’t have the training or the desire or the time.….the world has changed.
There’s still a feeling that print ads are better ads, but that’s gonna change…
On using social networks
Tom Ford’s (first womenswear collection) launch was private, super exclusive and heralded as ‘in the face’ of new media. But it worked because everyone was outside tweeting they couldn’t get in, that made it a success, he’s a very clever man Mr Ford.
No one actually browses the web, they get sent places
On Luxury via the web
A whole new definition of what constitutes luxury is personal recommendation. For instance…Ashley Green from Twilight sitting in the front row of a show tweets her personal favourites, that’s a luxury recommendation.
Net A Porter keep's poaching my staff. Natalie Massenet says she just tells them ‘make it like Vogue…’
On PRs
What the hell is the PR industry doing? PR’s are still taking magazine journalists out to lunch to place their product. PRs are redundant! Brands are going right over their heads direct to the consumers via bloggers.
The press and PR community have got really lazy with magazines... just re running the press releases from beauty brands…the blogging industry is showing them a thing or two.
A lot of criticism about bloggers is actually criticism of PR strategy…PRs are not reacting to what’s going on… It’s quite extraordinary
Navaz, when she got a word in said....
On blogging
The reason bloggers relate to each other and to their readers is because they are all consumers. They believe in each other and listen to their product reviews…. If that’s the case, where does that leave fashion and beauty editors and journalists working on magazines?
On PRs
I feel for the old school PRs. It is a transition and they are trying to get their heads round it but also I think, ‘no, its your job, keep up. You work in fashion, utilize and make the most of it.’
Apparently there will be a full podcast of the event to download from the Apple website and we'd urge anyone in the industry to take a listen.
Hi Jane, this is a really good summary of the evening. It was interesting to hear Robin Derrick's thoughts - though personally I'd have liked a bit more about blogging and a bit less about advertising!
Might do a wee post myself.
TNMA
x
Posted by: That's Not My Age | February 05, 2011 at 08:56 AM
As a budding fashion journalist (mostly just a blogger right now though..!) I find this kind of dialogue very interesting.
It's difficult for us newbies because we want to work in fashion, in magazines or PR - it's what we've always dreamed of. Yet we see that there are many in the fashion industry who just haven't caught on as quickly as bloggers to how the digital platforms are changing everything (and will change everything even further).
This makes it difficult when applying for positions in the industry. Do we pretend the digital revolution isn't happening to try to get that job with the company who still favour tradition? Or is it a selling point that we can and will embrace innovation? Of course, I believe in the latter, but do the employers??
Posted by: Loren Cotter | February 06, 2011 at 12:32 PM
Hi Jane
I was there too, and first things first, she did look very chic and composed. However I was pretty shocked by some of the things revealed by Robin. Like for example Vogue are only just now having ideas about their writers shooting video on interviews. The friend I was with was totally exasperated at what she saw as complacency of these established brands. To Loren above I would suggest in just a few years journalists without digital experience will be looking very old fashioned and hard to employ.
Thanks for the write up - it was an interesting evening.
Posted by: My Friend's House | February 06, 2011 at 01:53 PM
Actually it was Amanda who was there and wrote this post, I wish I had been able to make it.
You are right about journalists in the future having to have digital experience. Personally I think the term journalist may be wrong for the future. Its all about content, and that can be published on any number of platforms. Those who cant cross boundaries will be left behind. And thats not about age its about learning new skills and challenging established ways of thinking. It seems PR's and magazine publishing isn't always doing that at the moment.
Loren, my advice would be apply for those positions in industry and show them you have a variety of skills. If the are not interested, they are not for you. And carry on blogging, at the end of the day it will keep you sane, as it is your very own way of publishing what you believe in.
Good Luck
J x
Posted by: jane | February 06, 2011 at 03:49 PM
Amanda here and I was pretty surprised at the way Robin described how 'behind' things are in some fashion institutions but I have to say that it's my experience that he's absolutely right.
He said a really interesting thing about most companies not having the work flow systems to cope with the new ideas you can initiate with online and that many companies are entrenched with inflexible 'old school' systems and ways of working. As he said, magazines have been doing what they've been doing for aeons and aren't that keen to change
.
I also think the magazine industry spent the first few years of watching blogs and video evolve thinking 'so what?' and were pretty dismissive of the whole thing. It's taking them a while to change their views. Ax
Posted by: amanda | February 06, 2011 at 08:16 PM
My thoughts about how surface bursting the new electric types were for speaking and how quick everything going on. The new fashion app is, he seems, just the begin, the christening steps of what is absolutely going to change the way publications and manufacturers chat to clients.
Posted by: בריכות ים בניית בריכות שחייה | December 05, 2011 at 08:18 PM
Hi when is the next Fashion event? I'm interested in attending!
Posted by: Diablo 3 Guide | April 11, 2012 at 02:54 PM