Small is the new big, Virtual shopping, Campus ambassadors, Jane Shepherdson’s rise, Being Stella

Levi's is collaborating with Reformation | Source: B4E

Could small be the new big for the fashion industry? (Guardian)
“Small companies have proven to be leaders in innovation, particularly when it comes to re-engineering products or processes, and when trying brand new approaches. The UK trend forecasters, Index B, identify six major UK trends in its The Ones to Watch report 2012.”

Windows of opportunity open among sales rails (Marketing Week)
“Brands are using technology to help them reach a new audience on the high street without the usual associated costs involved in opening up a permanent store.Online fashion sites Net-a-Porter and MyWardrobe have both used ‘virtual shopping windows’ to create a physical touchpoint for their brands.”

Big Marketers on Campus (WSJ)
“For start-ups, college students are marketing gold. They love Web products and tell friends, real and virtual, about everything they do, see and buy. They will work, free, at a time when even nonpaying internships are harder to land. Sometimes the students identify themselves as company ambassadors; sometimes not.”

Insiders | Jane Shepherdson (AnOther)
“In her 20-year tenure at Topshop during which she rose through the ranks from buyer to brand director, it’s no understatement to say that Shepherdson helped change the way women buy and wear fashion. Take any style icon of today from Alexa Chung to Kate Moss and their effortless mix of high fashion and high street and you can trace a line directly from Shepherdson’s influence.”

Stella McCartney talks to Tim Blanks (Interview)
“There are people who are utterly galled by the good fortune of others. Then there are those who feel uplifted by it, walking away with a smile on their lips, and a song in their hearts (preferably something in the vein of The Beatles). Stella McCartney’s sane, human response to a life that has been anything but ordinary is some kind of model of how to thrive in the lowering shadow of a legend.”