Is Facebook, a platform that was initially launched as a way for people to connect and share, now a tool for big business? Not exactly, but Chris Barbour, Facebook marketing strategist, said that businesses and brands can find much that’s compelling in the model. “When businesses leverage the Facebook opportunity, it all centers around building and maximizing essential connections,” said Barbour at the Digital Forum. “Fans are just the beginning. You can learn from them and build deeper relationships with them, but when you want to launch a new product or promotion to drive sales, the small amount of buzz generated through a Facebook fan page isn’t enough. There are new ways people are connecting and sharing.”
When Facebook realized how passionate people were about brands, it knew there was an opportunity for commerce. “We realized it’s not just the relationship between people — its the relationship that people have with the things around them, including brands and products,” Barbour said. “We all live in networks, and within a person’s own network, there are 10 critically close and essential people. The reality is that e-mail, phones, chat and text have enabled us to be more closely connected. But those [devices] have not had a unifying framework to them.”
Facebook recently introduced Timeline, which Barbour said is a complete overhaul of personal profiles. Timeline’s concept is: What if you could see your whole life in one place? And you practically can, as Timeline lets you share and highlight your most memorable posts, photos and life events. “This is where you can tell your story from beginning, to middle, to now,” the company said in a promotional video Barbour showed.
Barbour characterized Facebook as a human loom. “It’s the tool that will enable me to weave those things together that is the tapestry that is myself,” he said, adding, “the movies I’ve seen, places I’ve been, books I’ve read, brands that are important to me. Facebook’s mission is to give people the power to share and make the world more open and connected. How does that relate to your businesses? We believe businesses will be better in a more connected world. There are 800 million people connected worldwide to Facebook, that is so critical to your businesses.”
People and their networks can deliver credible and authentic messages to consumers. “Social commerce is getting advice and inspiration from trusted individuals and converting it,” Barbour said. “Purchases are shared on News Feed, and News Feed is shared with all my friends. My friends will go out and buy that product. No other platform in the world enables you to bring your authentic and wholly crafted robust identity. Twitter is relatively anonymous identities. Facebook is an easy way for a consumer to interact with a brand.”
“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