How do you manage a fashion company in the digital age? What are the challenges and the opportunities of bringing your brand – whether it be new, or in possession of a long and storied history – into the Internet?
This was the question at the heart of 21st Century Branding – from Heritage to Digital, the panel that took place in Munich on July 21st, in the context of DLDwomen14 (Digital, Life, Design). Margherita Maccapani Missoni was called to answer that question alongside Stephanie Phair of TheOutnet.com and Miroslava Duma, founder of Buro247.
The panel, moderated by Annette Weber of InStyle Germany, drew a fascinating picture of fashion in the digital era, from the role of magazines ("Magazines have a role: to make a selection and a choice. They make a selection for you and you follow them” said Margherita) to that of upmarket fashion blogs and the growth of e-commerce fashion retailers.
If you missed it and want to catch up you may find it here