Op-Ed | Are We Failing to Fulfill the Potential of Fashion Film?

NEW YORK, United States — Each season, shortly after the four main fashion weeks in New York, London, Milan and Paris, marketers in our industry begin planning their print campaigns for the following season. It often takes us weeks, if not months, to assemble our creative teams and produce immaculately crafted shoots, followed by still more months to buy media placements in magazines and on outdoor billboards. Meanwhile, for

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How Hotspotting Technology Could Connect Fashion Videos to Commerce

Screenshot of Dazed & Confused March Trailer | Source: Pokeware

NEW YORK, United States — “Moving image is the future of fashion communication.” It’s a mantra we’ve been hearing from influencers across the industry. Indeed, the number of unique viewers of online video has increased 10.5 percent year-over-year, according to The Nielsen Company, from 127.6 million unique viewers in February 2009 to 141 million in February 2010. With this kind of reach and rapid growth, it’s no surprise that both

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