Describing advertising today as “highly fragmented,” Rachel Tipograph, global director of digital and social media at Gap brand, said marketers have to understand each medium in order to use it effectively. In other words, there’s no such thing as a “one-size-fits-all” approach.
In the old days, Gap would hire a renowned photographer, feature well-known celebrities and produce six images a year. They would put them all over the world and they would last anywhere from one to three years. Today, those six photographs are two days’ worth of content, she said. The shelf life for a Tweet is two hours; a Facebook post, seven hours; Instagram, 12 hours; Foursquare, 36 hours; Vine, two days; YouTube, five days; Pinterest, one week, and Tumblr, forever, she said.
Steve Aoki held a presentation, a runway show and outdoor concert for his men's line Dim Mak. Here's a look from his spring 2018 collection, which was titled "Paradise Found." #wwdfashion #wwdmens (📷: George Chinsee)
"It's really hard sometimes. I think I have a reputation for being really tough and aggressive and pushy but I really am a very shy person who wants to be liked, and that's the conflict constantly. There's something that takes hold - I want people to like me, I don't want to be mean - but if I see something that just cries out to be answered, I go for it," says renowned NBC News correspondent Andrea Mitchell. (📷: @axeldupeux)