This was the main idea of the president by Jennifer Pasiakos Lipman’s vice president, digital, who believes that women are the next global emerging market in the digital ecosystem.
“I’m going to share with you a women’s movement unlike any seen before it. [This is] an emerging movement about women for women, women for men — but moreover, a unique recognition of her individual contributions which in aggregate engineer our global digital economy,” she said. “I love the fact that it’s about a feminist movement, but not the ones you always hear about. I’m talking about women as an individual category. She’s basically driving the entire digital experience — whether it’s social, shopping or the ways businesses are catering to her.”
Pasiakos substantiated this with several statistics from the U.S. Census Bureau and World Bank. Among them: 91 percent of home purchases, 65 percent of new cars, 66 percent of computers, 80 percent of health care, 60 percent of men’s wear, 80 percent of U.S. spending and 65 percent of global spending are all the result of women.
However, only 8 percent of apparel purchases happen online — which is divided into 54.3 percent males and 45.7 percent females, a number that puts women slightly in the minority but is “catching up quickly.” Currently, women are spending 8 percent more time online per month — which is two hours more a day than her male counterpart.
Pasiakos said that, when targeting women in the digital sphere as an emerging market, there are three key points that brands must keep in mind. These are: respecting that she is not a niche market (and that her influence fuels commerce globally); joining her circle and listening and engaging with her on the various social channels she’s using, and realizing her influence on every purchase, including men’s wear, cars and computers.
Within the digital community, Pasiakos contends that women are the resounding voice. They spend 30 percent more time on the social Web and mobile usage is 55 percent female.
“We all know the business and culture of fashion was a push-pull environment, but the rise of social media has completely changed the landscape. Women are driving these taste-based communities and brands who engage always stand to gain from her involvement,” Pasiakos said.
She cited Facebook’s chief operating officer Sheryl Sandberg, who said that women are not only the majority of the platform’s users, but they drive 62 percent of activity in terms of messages, updates and comments, including 71 percent of daily fan activity.
Moving on to Twitter, Pasiakos further proved this by noting that 55 percent of accounts belong to women and that they tweet double that of men — and they even follow more people. On Yelp, most of the comments and purchases are made by women, and on OpenTable, reservations are booked mostly by women as well.
With respect to e-commerce, she pointed out that women out-shop men at every turn, adding that, as a gender, women are responsible for 25 percent more transactions per month than men — driving over 70 percent of apparel, accessories and jewelry sales online. This adds up — considering that companies such as Zappos and Groupon grossed $1 billion and $760 million in 2010, respectively.
So what does this all mean?
“Delivering on gender differentiation is more than a nice to have. It’s a need to win. Women are the digital mainstream and they are the voice of the global digital community,” Pasiakos said. “At Lipman we think the ongoing debate about women and technology has been missing a critical insight. Women are not only the routers and amplifiers of our digital ecosystem, they are fueling all forms of commerce globally — in-store, online, and via mobile, social and tablet. She is not just a market, she is the market.”
“Azzedine has been one of the biggest influences in my life. He has always been such a strong, loving, fatherly figure to me. I call him Papa. His designs are indescribably unique, they are pieces of art. He knew how to make the female form look its loveliest. I have so many memories of him; my favorite might be during my first show with him in Paris. He liked me and he wanted to help me get more work. He called all his friends at Kenzo and Comme des Garcons, and asked them to book me. They said, ‘But she can’t walk!’ And he said, ‘but she has such a great ass!' His friendship and support has been the great privilege of my career. I can't imagine life without him. Repose en paix mon Papa.” - @stephanieseymour tells @wwd. #wwdfashion (📷: @steveeichner) #alaia #azzedinealaia
Azzedine Alaïa, flanked by two of his closest friends, models Stephanie Seymour and Naomi Campbell.
He designed Seymour’s dress for her 1995 wedding to Peter Brant, and treated Campbell (who famously called him Papa), like a daughter. For more on the legendary designer, tap the link in bio. #wwdfashion #alaia #azzedinealaia
Azzedine Alaïa's “I-did-it-my-way” ethos stood out starkly at a time when brands are experimenting with consumer-facing fashion shows, coed formats and trans-seasonal collections – anything to perk up lackluster sales of ready-to-wear in an age of Insta-everything. “It’s not creation anymore. This becomes a purely industrial approach,” the late designer told WWD in an interview last year. “But anyway, the rhythm of collections is so stupid. It’s unsustainable. There are too many collections.” Read more about the iconic designer’s life and work on wwd.com, link in bio. #wwdfashion #azzedinealaia (📷: @WWD Archive, 1986) #alaia
Sneaker reselling app @goat’s latest exhibit, "The Greatest: New York," tells the story of New York's sneaker culture. To celebrate the exhibit, an intimate crowd gathered on Thursday night at the pop-up gallery space, located at Platform in Culver City, to hear guest speaker and illustrator @esymai talk about her own rise in streetwear and women in the business. "For me I'm just someone who is creative. I like to create things," said Chang. #wwdfashion
Azzedine Alaïa, one of the most iconic couturiers of the modern era whose body-con designs defined Eighties fashion, has died in Paris. The diminutive Tunisian-born designer, known for his structured knitted dresses with fitted waists and impeccably cut, figure-hugging second skin silhouettes was deeply admired by his peers, and counted supermodel Naomi Campbell - his adoptive daughter - among his inner circle, one of a gang of glamazons including Farida Khelfa, Carla Bruni and Stephanie Seymour who became ambassadors of his style. (📷: Alexandre Guirkinger) #wwdblast