November 2011: The Technology Issue

VOLUME 44 | ISSUE 3 | NOVEMBER 2011

The Technology Issue.

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E VErY THING SocIal MEdIa

ToP FaSHIoN BloGGErS

STE VE JoBS

# HaPP Y THaNK SGIV ING!

2 3 NO V EMBE R 2011W27 F I T

ON THE COVER:

W27 Staffers had the opportunity to visit the Tumblr offices to speak to Rich Tong, the sites Fashion Director. The Instagram-inspired photograph, taken by Jacquelyn Clifford, captures a moment when Tong was engaged in the staffs interview. Because this issue is so stuffed with information, being the biggest issue of the year, its taking a while for the cover image to load.

CORRECTION:

The article The Style Shop: Celebrating its Sweet Sixteen which appeared on p. 8 of the Oct. issue was mistakenly appropriated to Amira Okelly. The actual writer was Sarah Dill. We apologize for the mistake.

Taisa VerasEditor-in-Chief

Caroline NelsonSamantha VanceDeputy Editors

Sarah DillExecutive Editor

Georgi DwigginsVeronica HerasNicole TanVenus WongSenior Editors

Fernanda DeSouzaCulture Editor

Keely-Shea SmithManaging Editor

Alyssa KyleCopy Editor

Megan VenereTreasurer

Julie DalySecretary

w27newspaper.com

Mollie YarsikeSocial Media Manager

Advertising

Lauren SieberAdvertising Manager

Jessica McClintockAdvertising Associate

art

Kri Emil HelgasonArt Director

Alan ChaoDeanna PaquetteSenior Designers

Sofia ClausseStephanie PerezMaria StankevitchJunior Designers

Jason SilvermanMedia Design Club Guest Designer

Ruodan BaiDiane FernandesSiva-Jack SernvongsatEmily ShermanIllustrators

Jacquelyn CliffordPhotographer

contributors:

Amanda AlayanRachelle BalagtasMegan BatesFrancesca BeltranRaquel Rose BurgerAyana Bryant-WeekesLinda ComoElizabeth CrossBriana DAndreaGabriella FerreiraRich Gilmartin Meaghan HartlandAsiah James Armah JonesAlyssa KyleCamilla Mayer

LETTER FROM ThE EdITOR TABLE OF CONTENTS

This month, I had to Think Different. Not only I had a numerous amount of articles that couldnt fit into our biggest issue of the year (32 pages!) but I also wanted to incorporate media innovation for this issue.

When the president of the Media Design Club (MDC), Jason Silverman, approached me about collaborating for the Technology issue, I immediately jumped at the opportunity. Silverman came up with the idea of developing the Technologically Speaking timeline (pp. 16-17) that features some of the most influential technology innovations released in the past few decades. He collaborated with Senior Designer Alan Chao on making QR codes for the articles that didnt fit in this issue.

The best part about technology though, is the fact that it proves how far the human intelligence can go. Intelligence

is inspiring and thats what I saw in Rich Tong, Fashion Director of Tumblr. When our staff interviewed him at the Tumblr office, Tong not only spoke about how he launched his own online start-up Weardrobe, and later sold it, but he also addressed how his current role at Tumblr involves working with some of the most prominent fashion influencers (pp. 14-15).

Although I bow down to those who can create computer apps, build electric cars, create a new social media platform, or simply make a QR code, I must admit that technology can be overwhelming at times. Dont forget to log off and unplug.

Cheers,

M A S T hE A d

On the Block

4 Faculty Spotlight: Albert Romano & Stacy Karesh 5 What the Health? Log On, Lose Weight: A 3-Day Diet Diary6 Staff Picks: Fall Boots7 Social Media is Linking its Way to the Classroom7 Future Mode: Helene Verin7 Underneath it All: CEO of Calvin Klein Intimate Wear

Dear Industry

8 Sephora Sensorium: Fragrance for the Senses8 Zara Launches E-Commerce Ave9 Daniel Saynt: at Rebecca Minkoff & at Socialyte10 Beauty Buzz: Organic Nail Polish

and: Breakthrough Beauty Apps

Technology Feature

11 Think Different: Steve Jobs12 Influential Social Media Companies14 Tumblr Generation16 Technologically Speaking18 Top Fashion Bloggers22 Textbooks vs. E-books22 What Doesnt the iPhone 4S Offer?

Haute Culture

23 Theater: Youve Got Hate Mail17 Music: Catching up With Noelle Scaggs from Fitz and the Tantrums 24 Film: The Revenge of the Electric Car24 Book Reviews:

Twitter For Good: Change The World One Tweet At A Time and The Facebook Effect

25 OuchiA Home for Japanese Artists25 Off-Broadway: Fuerza Bruta25 Concert: Metronomy26 Experimental Art & Innovation at the Creators Project Festival27 Outside Your Borough: Pumpkin Pickings28 Month in Review

FIT Speaks

29 Dear Tech: Its Not You, Its Me30 Moop and Mary30 Online Dating: Browse, Click, Date

31 Style on 27

2011 Ron

ald M

. Drago

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Dianna MazzoneMarissa MuleArmane Robinson Kristen UhrlassAlessandra Della VecchiaMegan VenereCaroline WhiteleyAmanda Zyta faculty:

John SimoneEditorial Faculty Advisor

Albert RomanoAdvertising Faculty Advisor

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5 NO V EMBE R 2011F I T

On the BlockW27

FACuLTy SPoTLIghT Albert Romano

Stacey Karesh

By Caroline Nelson

Professor Albert Romano is the Assistant Chairperson and Professor of Advertising and Marketing Communications, and the Advertising Faculty Advisor of W27. He is also a winner of the SUNY Chancellors Award for Excellence in Teaching. His Spring 2009 Audiences and Media class was featured in the FIT Master Teaching Video Series on fitnyc.edu.

Caroline Nelson: What is your hometown?

Albert Romano: Born in Francavilla, Sicily and grew up in Manhattan and Brooklyn, New York.

CN: Where did you go to college and what did you major in?

Professor Stacey Karesh is an Adjunct professor of the Advertising and Marketing Communications major at FIT. She was named one of WAG Magazines Best-Dressed Women in 2008.

Caroline Nelson: What is your hometown?

Stacey Karesh: Greenville, South Carolina

CN: Where did you go to college and what was your major?

SK: University of South Carolina: Bachelor of Science in Communications & Fashion Merchandising Management. Im also in the process of completing my Masters Degree in Integrated Marketing & Communications at Manhattanville College in Purchase, New York.

CN: What is your background in the industry?

SK: I have over 15 years of experience as a Corporate Executive in Public Relations, Marketing, Advertising and Special Events Production, as a Director of Communications for Van Cleef & Arpels and a Public Relations Manager for both Neiman Marcus and Bloomingdales. During this time, I also continued to pursue a position as adjunct faculty at FIT in the Advertising & Marketing Communications Department and the Department of Precollege Programs where I recently began writing courses for their curriculum. Approximately 2 years ago, I left my corporate executive position with Neiman Marcus to begin pursuing my dream of becoming

AR: Hunter College, BA in Communications, and Baruch College, MS in Marketing

CN: What is your background in the industry?

AR: I worked for various advertising agencies and media services on national, regional and local accounts for 25 years.

CN: What new technology is changing the marketing and advertising field?

AR: The various ways of using digital means to reach consumers and B2B customers.

CN: How has social networking improved advertising and marketing? Has it impacted the industry?

AR: It has absolutely impacted the industry. Its real time advertising/marketing, highly targeted and relevant to those who opt in.

CN: Do you see print and radio advertising continuing in relevance or declining further?

AR: They will both be less relevant to the younger techie generation, but still relevant to the generations that grew up with them. Younger people do not feel the need to read a newspaper because they have other alternatives to news. Reading a hard copy of a magazine is different because magazines can be highly targeted and many want to read the ads that they will not find in the online versions. There are many people who still like to feel a

print page rather than reading it online. Radio for younger people is not relevant unless they listen to talk formats, which is unlikely. There are alternative ways to listen to music such as iPods and other gadgets.

CN: What skills are employers looking for in new hires in terms of knowledge of technology?

AR: Guess what? Many dont care because they will train new hires themselves. However, they still want people to be able to communicate properly. Writing and analytical skills are the main traits they are looking for.

CN: Do you give your students specific social network or blogging assignments suggestions in class?

AR: Yes, they are included in my media courses where this is a must.

a full-time Professor of Advertising & Marketing Communications at FIT while simultaneously expanding my knowledge and experience for my students by beginning my own Public Relations & Marketing Consulting Firm: Karesh Consulting.

CN: The Internet and social networking have really changed the shopping landscape. What would you say is the new direction of online shopping and why?

SK: I genuinely think online shopping will continue to make its greatest impact on the retail holiday season. Consumers, particularly women, where the majority of my PR, marketing and sales experience derives from, continue to want to actually see, genuinely feel, try on, experience, smell and possibly taste the products that they intend to purchase. However, when giving gifts, the product isnt as personal. Moreover, during the holiday season consumers are time deprived, inundated with invitations, entertainment choices, shopping lists and social responsibilities, so it can be much more pleasant to sit in their living room by the Christmas tree, or Hanukkah menorah, with their favorite holiday tunes, a cozy fire in the fireplace, a glass of Cabernet and a laptop, to check off those endless names on the infinite gift list! This also eradicates the tedious task of wrapping, gift boxing and then shipping to those who live in other zip codes!

CN: Twitter, Facebook, and blogs have really highlighted the importance of Public Relations. How does pitching to an influential blogger differ from pitching to a traditional magazine?

SK: Its critical that a PR professional can clearly, distinctively and compellingly articulate their product, service or personality differential in just a few words or lines. We live in a society of sound bites. Bloggers are only as good as the up-to-the-second information they can provide to their public thats actually dissimilar from the numerous other news sources, bloggers, journalists and TV shows.

CN: How has PR changed over the years and how do you envision it in the future?

SK: In todays society, as a public relations executive, you are expected to be an ambassador of any organization you choose to represent. With that, you must know a little bit about an endless list of topics! If you dont know the answers to a question the media or a customer inquires about, you must know the means to obtain the answers to the question to be able to report honestly, accurately, intelligently and efficiently. With technology, there is no longer an excuse for not knowing, however, there is also no longer a tolerance for making an excuse for what you dont know!

CN: Do you give students specific social network or blogging assignments or suggestions in class?

SK: I teach a variety of classes from ac221 Publicity Workshop to ac171 Mass Communications and social networking and blogging are a common theme in all of my classes. Yes, I often give my students assignments directly related to social networking and blogging and more specifically, as citizen journalists or as purveyors of consumer generated media. As an educator in the Communications Department, it is critical to me that the students not only understand the role that social media and blogging play in their lives but that they also understand and embrace the role that they play in a society emerging out of citizen journalism.

CN: Are you involved in any on-campus organizations or clubs?

SK: I regret to say that Im not currently involved in any on-campus organizations or clubs at this time, but I certainly hope to embrace such opportunities in the very near future. In the interim, when Im not preparing for or teaching the 4 undergraduate classes Im currently committed to in my schedule in Advertising & Marketing Communications, or preparing for, or teaching precollege courses, or running my public relations & marketing consulting firm managing clients such as the Brazilian Gems & Jewelry Trade Association and Westchester magazine, Im an avid runner for over 25 years with 10 marathons to my resume, one marathon a year in a different state, physically and emotionally!

What the health? By Sarah Dill

For years, dieting has been the sought out

solution for those wanting to drop their excess

weight or stay on track during the holiday

season. With the introduction of technology,

staying healthy is only a click away.

Although I love the tangible product of print

and of course our own W27 Newspaper, Im a

sucker for Weight Watchers latest gadget and

the great new apps and features that come

with it. Thanks to Weight Watchers Online

program, I have lost 30 pounds, tracked my

eating habits and started a 5k Prep plan. With

these great cheat sheets and mobile apps to

calculate points on my phone, I had my own

support system at my fingertips.

If $16 a month for Weight Watchers doesnt fit

into your budget, the Internet can still lead you

down the right path. Log on to hungry-girl.com

to gather recipes, fitness tips, and to ask your

very own questions to the Hungry Girl herself.

Jot down survival strategies for weekend pig

outs and find out how to make your favorite

calorie packed meal into something slimmed

down, but still with the same flavor. Not a

techie? Watch Hungry Girls show on the Food

network every Sunday at 10am and be prepped

with a pen and paper to take down these

amazing recipes.

After staying committed for the past year and

a half to Weight Watchers, I thought I would

document exactly what I ate and did, fitness

and eating wise, in a health log for those

wanting to keep these tips as Thanksgiving

nears. Whats my secret? I pack my lunch with

filling foods and stay active.

Day 1: Monday October 31st, 2011

7:15 am: Wake up to my alarm and grab my

exercise gear to head down to the Kaufman

Hall fitness center for a 35 minute workout.

8:15 am: After showering and getting dressed

for the day, I grab a bowl to prep my Fage greek

yogurt mix of a tablespoon of honey, cup of

Kashi Go Lean Crunch and sliced banana. I

grab a FiberOne bar to end my breakfast on a

sweet note.

9:00 am: After running over to my laptop to

log in my Weight Watcher points, I grab my

packed lunch from the fridge and swing my

backpack on my shoulders, ready to go off to

my internship.

9:30 am: Hop off the E train and walk up the

long flights of stairs rather then the escalator,

to build up extra exercise points.

1:00 pm: Grab my lunch from the refrigerator

at my internship and eat my prepped pumpkin

butter and smart balance peanut butter

sandwich with baby carrots, an apple, 100

calorie pack of almonds, and mini Babybel

light cheese.

2:00 pm: Splurge on 2 pieces of chocolate.

I mean it is Halloween for Gods sake!

3:00 pm: Walk to the kitchen and prepare a

small coffee with skim milk and 2 packets of

splenda.

5:40 pm: Walk over to the E train and I stand

rather then sit on the subway to keep from

constantly sitting. As I approach the 34th St.

stop, I walk up the stairs to the Penn station

entrance and speed walk out the doors to the

entrance of Kaufman Hall.

6:00 pm: Arrive back at my dorm and grab a

Smart Ones frozen meal from the freezer to

pop it in the microwave for a light and quick

dinner.

7:00 pm: I end the meal on a sweet note with

my favorite dessert, Skinny Cow Fudge Ice

cream cones and then work on homework for

most of the night.

9:00 pm: Late night snack time rears its ugly

head, but I chew on a big Granny Smith apple

to stay full and curve my hunger pangs.

10:30 pm: Brew myself a mug of chai tea and

sit with a good book on my bed.

Day 2: Tuesday November 1st, 2011

8:00 am: Wake up and get dressed while my

coffee is brewing and then add a tablespoon of

my sugar free French vanilla creamer with a

packet of equal.

8:40 am: Eat my Greek yogurt with cup

of Kashi Go Lean Crunch, 1 sliced banana,

ground cinnamon and 1 packet of Equal. Then

I grab a FiberOne bar and my packed lunch on

my way out the door to class.

8:45 am: I start speed walking to class and

listen to music to keep my pace quick and

upbeat while sipping my morning brew.

9:00 am: I decide to take the stairs up to the

3rd floor rather then wait for the A building

elevators.

12:30 pm: I open up my prepared lunch and eat

my 100-calorie pack of almonds, Babybel light

cheese, bag of baby carrots, apple, lean turkey

and mustard sandwich, and bag of sour cream

and onion Popchips.

1:00 pm: After class I run down the stairs to

Starbucks to get my coffee fix of a tall Pumpkin

Spice latte with skim milk.

2:00 pm: I speed walk down the A building

stairs and through the C building to get to my

next class.

5:00 pm: I head off to the cafeteria and stand

by the grill to wait for a veggie quesadilla, but

cooked dry without any oil.

6:00 pm: I eat an apple to cleanse my palate

and keep me full during class until I leave

at 9:00pm and go back to the dorms.

6:20 pm: I head up to the 7th floor of the B

building and walk up every other staircase.

8:45 pm: I grab my backpack and speed walk

back to the dorm, playing music to keep my

pace quick and to help me pass the time.

9:30 pm: The late night snack is back to haunt

me so I grab an individual 100 calorie pack of

Jolly Time popcorn to fill me up quick.

10:30 pm: I turn on my microwave and heat

up a mug of my vanilla chai tea to relax me as

I study.

Day 3: Wednesday November 2nd, 2011

7:15 am: Wake up for my morning workout for

35 minutes and jog down to the elevator.

8:15 am: I prep my greek yogurt bowl with

cup of Kashi Go lean crunch, cup of canned

organic pumpkin, a sprinkle of cinnamon and

a FiberOne bar on the side.

9:00 am: I head out the door to my internship

with my packed lunch in hand and walk over to

Penn station to catch the E train.

9:30 am: After getting off the E train, I proceed

to walk up the flights of stairs rather then the

escalator and take each stride one at a time.

12:30 pm: Im extra hungry today so I grab my

packed lunch and eat my turkey and mustard

sandwich, Babybel light cheese, baby carrots,

apple, 100 calorie pack of almonds and sip on a

small coffee with skim milk.

3:00 pm: My supervisor offers me a cupcake

that has been sent to the offices, so I try to

fight the urge but cave in and have to splurge

on the cake. I shave off most of the frosting

and splurge on this decadent treat.

5:45 pm: Im off to my dorm but since I feel

guilty about my cupcake I then make sure to

stand the whole way on the subway even if there

are empty seats and I walk at my maximum

speed as I approach the dorms.

6:30 pm: I cook a single serve steam fresh bag of

mixed veggies, a half of acorn squash steamed

in the microwave with a little brown sugar and

margarine and then have a cooked chicken cutlet

with salt, pepper and Italian seasoning.

7:30 pm: Finally my favorite part of the meal: the

dessert. I indulge in my skinny cow ice

cream cone.

10:00 pm: Since I have already eaten a cupcake,

I skip the late night snack and prepare a cup of

vanilla chai tea to settle my stomach and keep

me refreshed for the next day.

Already having nightmares of your post

Thanksgiving gut and dreading the excessive

leftovers? Lose the worry and use your leftovers

for good! Minus the fatty foods such as mashed

potatoes, stuffing, biscuits and other carb filled

foods; most of the thanksgiving traditional

dishes are actually very healthy. Theyre easy

to add to any plate and quickly jack up your

protein intake. Rather than making a turkey

sandwich on a leftover crescent roll or bread,

ditch the carbs that leave you feeling like

a balloon and load your plates with mixed

greens. Gobble up your Thanksgiving green

feast and be thankful for your newly purchased

skinny jeans.

dorm dish Recipe:Thanksgiving Save Parade Salad

Serves 1:

1/4 cup of sweet potatoes (not glazed, organic)1/4 cup of canned string green beans1/2 cup of shredded cooked turkey (white meat)1 tablespoon of sliced almonds1 tablespoon of dried cranberries1 cups of mixed greens (spinach, romaine etc.)2 tablespoons of Light Raspberry vinaigrette dressing

Fill your plate with a bed of mixed greens.Slice the cooked turkey, if not already, and layer on top of the greensAdd the sweet potatoes, string green beans, sliced almonds and dried cranberries in the salad.Drizzle the dressing and dig into your simple and healthy Thanksgiving salad.Store any other left overs in the fridge or prep the same salad for lunch for the next few days.

Illustrated for W27 by Diane Fernandes

Log On, Lose Weight: A 3-Day Diet Diary

6 7 NO V EMBE R 2011W27 F I TON T hE BLOCK

Staffs Picks:

Fall Boots1. Desert Boots by TOMsKeely-Shea Smith, Managing EditorGreat boot and great cause.

2. Pebble Leather Chukka by Steven AlanCamilla Mayer, Contributing WriterIf youre looking for quality shoes this winter, Steven Alans The Pebble Leather Chukkas are going to be worth exploring. These shoes are not just pretty on the outside but are handcrafted in Wisconsin by menswear boot staple Thorogood. So what ever your urban adventure may be, the round toe, leather lining, padded insoles, and cork outsole will get you there.

3. Forestr by Steven MaddenFernanda DeSouza, Culture EditorThe classic combat boot with a little hidden surprise on the inside makes for a great and versatile boot!

4. Aspelina Boot by TretornTaisa Veras, Editor-In-ChiefIm all about Swedish brand Tretorn when it comes to comfortable shoes with great design aesthetic. I will be wearing these boots when snow falls.

5. Grannie Booties by Steve MaddenSarah Dill, Executive EditorIm all about comfort and utility in the fall season, so with these beautiful victorian style lace up boots, you get the perfect mix of quality and autumn chic. I absolutely love the worn in leather look and easy to slip on style that can be paired perfectly with chunky knit socks or lace stockings.

6. FahrenheitVenus Wong, Senior Editor/Columnist

It is fashion common knowledge that leopard prints are always in for winter season. These Fahrenheit womens wedge booties come with an interesting color and print combo, and give a lot of height to those of us who dont want to sacrifice comfort.

7. Utah Fringe Suede Boots by Sam EdelmanRaquel Rose Burger, Contributing WriterWith endless fringe and a rich purple color, you cant pass these by.

8. Ecote Stallion Leather BootSamantha Vance, Deputy EditorThese boots have just the right heel and color for Fall. They will be able to be worn for many seasons to come!

9. Jane Tall Boot by FryeGeorgi Dwiggins, Senior EditorThese Frye boots are an awesome Slate color and hit above the knee. Theyre a little dressier than just a flat boot, but still casual and laid back.

10. Franco SartoCaroline Nelson, Deputy EditorThese tall brown leather riding boots by Franco Sarto are perfect for fall weather. They are so comfortable and look chic with a blazer and jeans or tights and a dress.

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The Fashion Institute of Technologys campus will see big changes in the near feature. By rapidly introducing social media into FITs curriculum, students will be able to interact with their classmates and professors outside of the classroom effortlessly and learn new material using the tools they became well versed in.

Jeff Riman, an assistant professor and coordinator at the Center for Excellence in Teaching at FIT, is encouraging faculty to go outside their comfort zone and step deeper into the technology pool, which some already have. Professor Jean Marc Rejaud, Assistant Professor of Advertising, Marketing and Communications, has his students watch videos on specific cases and stops at key points. He then asks the student to answer a question and once answered,

Social Media is Linking its Way to the ClassroomBy Raquel Rose Burger

the video continues. Rejaud also uses a website called brain-scope, that uses LearnSmart modules, essentially online flashcards that record your score each time you test yourself to cite improvement. Riman and Rejaud both agreed, Looking ahead we will be ending up with the flipped classroom model where assignments and discussions are done in the classroom but the actual lecture will be listened to online, at home by the student.

In the future, Riman envisions a 2 hour studying period turning into a 1 hour studying period and the rest spent watching an informative video. To aid learning outside of the classroom and create a less painful task, a mobile App for Angel is in the works as well. Additionally, the newly established website, Voicethread, allows students and

teachers to record their voices and discuss any given topic, making the learning process more interactive and fun. This website works especially well with group work assignments. Most professors agree that even with the invention of new advancements every day, FIT is much more advanced in this field then we think.

Though blogs are popular among students, Advertising, Marketing and Communications Professor Lynda Johnson has a different view on them being incorporated into the classroom. Only my journalism students do a news blog as a final project and it is worked on throughout the semester, said Johnson. I have mixed feelings about blogs because there are some that are very good and useful but then there are those that serve no real purpose at all. Any chance Twitter will be used to announce

Calvin Klein Underwear: the brand is edgy, sexy, cool, andoverseen by a man who serves on the Board of Directors for The Childrens Place? Thats right, Joe Gromek does it all. As President and CEO of the Warnaco Group, Inc., Joe Gromek and his team handle seven major accounts: Calvin Klein Underwear, Calvin Klein Swimwear, Calvin Klein Jeans, Olga, Chaps, Warners, and Speedo. Gromek detailed his work with each of these high profile clients during a recent lecture moderated by Dean Deborah Klesenski at FIT. From personal organization to employee motivation, Gromek shared the insight he has cultivated throughout his almost forty year career within the field of fashion. Gromek testified that vacations are key and also spoke about the value of practicing social and civic responsibility in the workplace.

Gromek has certainly proved his advice to be worthy: In 2003, when he was appointed to his current position as President and CEO of Warnaco, the company was on the verge of bankruptcy. However, through business practices implemented by Gromek, Warnaco has not only avoided bankruptcy, but also has

By Dianna Mazzone

flourished. Today, the name Warnaco is synonymous with quality, innovation, and fiscal success. Gromek attributes these accomplishments to emphasis on product along with well executed global branding. With plans to double the revenue of the various Calvin Klein lines over the course of the next five years, Gromek certainly has a lot on his plate. But armed with experience and effective management skills, no CEO could be more suitable for the job.

If for some reason one remains unconvinced by Gromeks ability to operate a multi-billion dollar corporation such as Warnaco, Inc., consider his response to a question regarding the hiring process, I like to hire people who work harder and are smarter than I amthats why I hire a lot of women. Now thats a good business strategy!

Helene Verin, Accessories design professor at FIT, is a notable figure in the fashion industry, from teaching to being an award-winning designer of home and fashion accessories and a published author. Verins work has appeared in countless books, publications, and television programs, such as her classic baseball shoe design for Keds, which has become extremely popular. Ms. Verin currently launched her book on Beth Levine, the all American fashion designer most known for her designs from the 1940s through the 1970s. Verins book is sure to inspire all upcoming artists and designers trying to pursue their dreams.

Marissa Mule: What does your job entail?

Helene Verin: Im a designer. When I was young, I came to New York and knew Andy Warhol. He was actually doing shoes, which is really funny. I became known quickly, and traveled a lot it became scary. Then, I had a child and couldnt really travel. I couldnt even design my shoes. However, because I couldnt do shoes, I designed wallpaper. I also did licensing for rugs and designed pillows too. When it became too expensive to design wallpaper, I collaborated with different companies doing freelance for shoes. Its such an expertise. I am also an accessories design teacher for fine arts students.

MM: Why did you choose to work in the shoe industry?

HV: I always believed women designers were unsung heroes. Thats why I chose shoes. There were so many men back then designing. In art or designing there are two roads; one route stems from

By Marissa Mule

Picasso, and the other from Duchamp. Im a very Fluxus designer.

MM: What are your inspirations?

HV: Im inspired by so many things. I am inspired by words and puns. I love puns. I love the color orange and the texture of wood. Even food inspires me. Im inspired by my son, Ryder Ripps, who is also an artist. Some other artists and designers who inspire me are Bernard Rudofsky, Anni Albers, and Sheila Hicks.

MM: Tell me a little about the book you wrote, Beth Levine Shoes.

HV: I wrote the book because of the students at FIT. I was always interested in mid-century designers, and unsung women designs. Students dont know enough about the designers who actually live in New York. Beth Levine, who the book is based on, was a foot model with a perfect size four. However, she didnt draw. She worked with pattern makers and material. She basically worked from the inside out.

MM: What advice would you give to the students here at FIT who are aspiring to become artists and designers?

HV: I would tell them to know their computer skills. You have to know the whole Creative Suite. One of the problems we have as educators is to know about history. Everything always comes from something. The more you know, the better. Once you can design a shoe, you can really do anything. Also, never say you dont like something. Be open to everything. Or, you can always invest in real estate, thats where the real money is.

homework assignments? #VeryUnlikely. Anything is possible but Im not sure how you explain a homework assignment via a tweet with only 140 characters at your disposal, added Johnson.

Technology is making its way into the classroom by transforming learning into a more enjoyable, interactive, and less stressful experience. Dont be surprised to see any of these tools used in your courses next semester and if not, dont hesitate to speak up about these new outlets. Professors are now willing to learn to help accommodate their students and students are now trying out most of these tools on their own. With social media combining with classwork, who knows what amazing possibilities are set for the future of education.

Future Mode {hELENE VERIN}

Photos taken from the respective brands websites.

underneath it All:CEO of Calvin Klein Intimate Wear

The AMAzing Club bit.ly/uImn5Y

By Alyssa Kyle

Sukkot hut at FITBy Alyssa Kyle

bit.ly/vEkuhQ

Photo from the FIT website.

9 NO V EMBE R 2011W27 F I T

Dear Industry @

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rebecca MinkoffBy Caroline Whiteley

Upon first seeing Daniel Saynt, one might be a little intimidated. Here is the man that started Fashion Indie, one of the 99 most influential fashion blogs, which hit 1.2 million readers per month before being sold to lookbook.nu. As of last January, Saynt is the now the Global Marketing Director at Rebecca Minkoff, where his job entails setting the direction for communicating with their customer.

Originally coming from a background in e-commerce, the Berkeley graduate worked with a number of start-ups similar to Groupon. I grew up through the first tech bubble and really wanted to be involved with whats happening in technology, he said. Saynt launched Fashion Indie in 2005, a blog focusing on fashion trends and movements and connecting it to real-life experiences. Fashion Indie was one of the first blogs of this kind, and Saynt saw the rapid influence in blogs from the mid- to late 2000s, where the fashion worlds perception of blogs was changing rapidly and therefore consulting for brands changed rapidly as well. I remember when bloggers werent invited to shows and it was still this whole dirty little four letter word and Anna Wintour thought a blog was so disgusting that she wouldnt even use it at Vogue. And look where we are now! he said, smirking. During his time at Fashion Indie, Saynt consulted for Burberry, Mercedes-Benz, Harry Winston, H&M, Fashion Barn, and roughly a dozen more clients including Rebecca Minkoff, who asked him to come on board after Fashion Indie was sold.

Initiating and strengthening relationships with Bloggers has been one of Saynts main focus at Rebecca Minkoff. By advertising mostly online and through blog posts instead of print campaigns, the brand not only saves on promotional expenses, but it also reaches out to the target audience of the companyyoung, aspirational consumers who appreciate Rebecca Minkoff products as a stylish, fashion-forward option.

The Rebecca Minkoff brand has a huge online presence through its website and its blog Minkette. It is also famous for reaching out to other Bloggers and marking them Brand Ambassadorsbloggers who promote the brand by wearing their products. Famous Brand Ambassadors include Leandra Medine of The Man Repeller and Rumi Neely of Fashion Toast who represent the aesthetic of the brand and speak to the kind of customer the company wants to connect with. A win-win situation, in Saynts opinion. A lot of times we find girls because theyre wearing our stuff and tag it onlookbook.nu and we reach out to them and say thank you so much for being a fan and that fosters a relationship that we continue, he said.

It is not just female Bloggers that have acted as Brand Ambassadors for the brand. Since the launch of the Ben Minkoff label, which produces mens accessories, Saynt has focused more around key influential street style

dANIEL SAyNTphotographers like Scott Schuman (The Sartorialist) and Tommy Ton (Jak & Jil), focusing more on the men behind the camera. Were introducing them to our products so that they get excited about seeing a Rebecca Minkoff bag, he said, it all flows together very nicely.

For Saynt, Bloggers are stronger and more important in the fashion world as ever. We see these girls as our new celebrities, our new models and they do become muses for the brand, said Saynt. Rebecca Minkoff demonstrated this when she had Leandra Medine (The Man Repeller) walk the runway for her Spring/Summer 2012 collection. Medine filmed the experience on her iPhone and put it up on her blog for all her readers to see. In the fashion industry, blogging is almost comparable to reality TV.

There was a time when models, celebrities and socialites were the only style influencers. In the 21st Century, bloggers have the possibility to become style influencers, some even celebrities. For example, Blogger Elin Kling has designed for H&M and was a cast member on the Swedish version of Dancing With The Stars and the party photography blog The Cobrasnake launched the international career of Mark Hunter. Saynt believes it wont be long until Vogue will feature a Blogger on its cover. Once that happens, were going to see what we always wantedreal girls in the fashion. Thats what the Internet has allowed and thats what blogging allows. Were just fortunate enough to be a little bit ahead of that.

SocialyteBy Caroline Nelson

The world of fashion blogging can be a tough one to navigate. How do you start a blog, whos your audience, and how do you receive compensation for your work? Socialyte.co/, a blog-centric website founded by Daniel Saynt, the global marketing director at Rebecca Minkoff, has the answers.

Being a blogger and doing it for so long and just realizing the struggles that come from being a blogger, we wanted a company out there that was helping bloggers and actually caring, rather than just trying to find out ways to make money off them, said Saynt, founder of the pioneering site Fashion Indie. Socialytes tagline is The Fashion and Beauty Bloggers Blog, and it connects influential fashion bloggers to brands. This simple concept can help bloggers who are getting major traffic and hits on their sites to use their skills to promote products and create sales for that brand

While the site can help bloggers find jobs, it is not per say, a blogger agency. Saynt compared his sites services to those provided by managers that guide talents in the media industry and stated, Were acting more as a manager for a blogger, really looking at it beyond just the deals that make us money, and more about the relationships that we can establish for them, that will help further their career.

Zara Launches E-CommerceHailing from Spain, Zara is the flagship store for Inditex, one of the worlds largest fashion retail groups. With clothing and accessories, Zara has easily made its mark across the globe with its trendiness. It first came to the USNew York Citys Lexington Avenue, to be precisein 1989, and so far there are seven establishments in Manhattan. It produces undoubtedly fast, new designs are in store within two weeks time. Zara is known for bringing quality products to the masses at sensible prices, so of course its time for Zara to do so by implementing one of the easiest buying processes for the consumer: the internet.

By Rachelle Balagtas

Sephora Sensorium: Fragrance for the SensesBy Amanda Alayan

Launched on September 7th, Zaras online platform delivered to consumers a complete range of womens, mens, and childrens clothing, all of which are available in-store and still at the same prices. There are no tricks here; with free standard delivery to all 50 states of the US, purchasing clothes on Zara online is virtuallypun intendedthe same as buying the products in-stores. There are also standard payment methods such as PayPal to all major credit cards, so there isnt any worry for difficult payment procedures, and returning or exchanging clothes is as difficult as tying your shoelaces. One can easily buy things as

you would if you were in the store, with the exception of having to sort through racks for your size and waiting in line. Zara Online meets all the benefits of online shopping.

The importance of Zara Online is actually a lot more significant than what one would normally think. Fast fashion is really what Zara is all about, so it has been a long wait for Zara to actually launch an online platform. In September 2010, Inditex launched the Zara shopping site for Spain, the UK, Germany, Italy, Portugal and France. Zaras move online in the US is overdue as its the largest online apparel market in the world, said Sucharita Mulpuru of Forrester Research analyst for e-commerce shopping. Instead of expanding the brands real estatethere are nearly 50 Zara stores in the US as of July 2011in order to compete with H&Ms 200-some shops in the US, the launch of an e-site is something different to beat the competition out with.

Zara also made online shopping more interactive with the release of Zara +Connect!, a free iPad application available through the iTunes App store. Inditex had an app released for Zara for over a year now, but with +Connect!, US iPad users now have the opportunity to shop online at Zara.com while simultaneously sharing their shopping experiences with their friends through video chat, audio, and text messaging.

According to Zaras Public Relations office in America, the free download is meant to help users replicate the experience of shopping with friends in regular stores. With the iPad, shoppers can invite two additional contacts to assist them in his or her online shopping trip. +Connect! allows consumers to combine the ease of online shopping with the desire to socialize together, something which usually comes packaged with in-store shopping.

Follow ZARA on Twitter at @ZARA_US

Socialyte makes sure its members are engaged with audiences through partnerships with Lookbook.nu, an outfit photo posting site, BlogLovin, a blog following site that provides users with a list of updates from all the blogs they follow, and International Fashion Bloggers (IFB), a social network for fashion bloggers. Information and advice from IFB events and panels are regularly posted on the Socialyte blog. Out of all the sites that are out there, those two provide the most traffic for bloggers, which is why we have such a strong relationship with them, said Saynt.

Brands and bloggers are brought together through customized promotions that are meant to drive sales and excite consumers. When we get customized, were looking at how we apply what this blogger does to what your business is trying to accomplish. Were looking at, heres an individual who has X talent, how do we take that talent and make it into an exciting story that gets you press, and gets you attention, and then gets customers through your door? explained Saynt. These promotions allow bloggers to take a featured product and demonstrate ways to use or wear it that appeal to their audience while making profit for themselves and for the brand they represent.

However, not every blogger can have this opportunity. In order to be a member of Socialyte, one must register and wait for

approval. Bloggers that are approved by the site have a distinct audience, style, regular updates, and a big following. You have to be focused, you have to speak to at least 10,000 people a month before we even allow you in and we have to be able to track that, said Saynt. Currently, the site has over 100 bloggers as members with over 500 pending memberships.

This social media platforms content will continue to develop over time but Saynt already has a vision of what he would like to feature on the site. There will be more style posts, there will be more editorial features around the clothing. Its going to feel a little bit more like a fashion magazine thats kind of curated by this individual. At the same time, it will cater to the bloggers we speak to, with tips and advice, he said.

With the amount of success the site has experienced so far, it is looking to expand the opportunities for brand and blogger collaborations through the development of an iPhone app and an e-commerce platform that sells blogger-approved merchandise. [Bloggers] are the new retailers. Theyre reaching an audience; theyre selling to a customer, said Saynt.

Every year, beauty lovers look forward to seeing how major brands of the world will captivate senses and empty pockets. This year, the answer is clear: technology. From the products themselves to the advertising campaigns, technology is going to be the driving force.

Sensorium: Lucid Dreams from the Sensory World, magic by Firmenrich, presented by Sephora, is the first technology infused fragrance exhibit. The Sensorium is a digital journey created to evoke your best memories through the sense of smell by using superior technology. Sephora consultant and project manager, Kerry ODay says, I really dont think this could have been technologically possible 5 years ago. How they linked sound and smell is really impressive.

The journey began in a hallway filled with three-dimensional art, film, and interactive displays depicting the history of fragrance. The deprivation room,

a dark room filled with eight closet-sized rooms, each padded with white crate walls. Inside each small closet was a set of headphones that played a two-minute audio clip featuring testimonials of individuals who have lost their sense of smell.

The third part of the Sensorium was a journey through recognizable smells. Giant monitors that engaged attendees, played 4D video clips to accompany the scents that filled the room. The visuals brought the smells to life, said a visitor who attended the exhibit.

The fourth dimension was the lab of emotions room, where four common characteristics associated with fragrance were displayed on small monitors. Each emotion had three Firmenich fragrances to smell, along with audio to compliment each respective feeling. The fifth installation, the room of lucid dreams, was the most astonishing and technologically advanced part of

the entire experience. ODay attributed the technology capabilities to Apple by stating, The entire Sensorium was created using Apple devices. Visitors stand in front of four different screens and sniff through a nose-piece, and then breathing activates the video screen to depict a lucid dream.

Lastly, the visitors weree able to smell six scents at the Sensorium fragrance bar. Scents were categorized in the following order: addictive, casual, playful and polished. Firmenichs intention for creating the scent bar was to show that one may the scent of a fragrance without the influence of a brand name. The person could later ask the fragrance bar tender to reveal the name of the fragrances.

The Sensorium will be open until November 27th. Free admission with student ID.

Portrait taken by Jacquelyn Clifford.

Q&A: yuan Zhang of ShopNear.meBy Taisa Veras

http://bit.ly/tRLVq8

Photo courtesy of ShoppingBlog.com.

Screenshot of the new Zara website.

10 W27dE A R INduS T R y W27

Technology Feature

Steve Jobs in a nutshell: A college drop-out turned innovator extraordinaire that revolutionized the way humans and technology interact. The visionary whose company started inside a Los Altos, California garage led the creation of what would become a leading global company. Born in San Francisco in 1955, Jobs was adopted by Paul and Clara Jobs shortly before the familys relocation to Los Altos. Jobs early interest in electronics came at the ripe age of twelve and his curiosity for tinkering with electronics landed him an internship at Hewlett-Packard where he met future Apple co-founder, Steve Wozniak. The two teenagers decided to create and sell blue boxes, a device that allowed free international calling. Needless to say, this was illegal and discovering that their invention worked (after prank calling the Vatican), both Steves came to the realization that technology was more than a hobby.

In 1972, Jobs enrolled at Reeds College, a prestigious liberal arts school in Oregon. After six months, I couldnt see the value in it, stated Jobs in his famous 2005 Stanford University Commencement Address, So I decided to drop out and trust that it would all work out okay. It was one of the best decisions I ever made. The minute I dropped out, I could stop taking the required courses that didnt interest me and begin dropping in on the ones that looked far more interesting. Everything did work out okay for Jobs. He began auditing classes that caused him to stumble upon a unique calligraphy course offered at Reeds. Jobs credited this class as the inspiration for the multiple typefaces and typography elements behind Apples first Macintosh. If I had never dropped in that single course in college, the Mac would never have had the multiple typefaces or proportionally spaced fonts [it has today]. And since Windows just copied the Mac, its likely that no personal computer would have them, joked Jobs.

Although he had very little exposure to the ordinary college life, Jobs significantly shifted the way technology plays in the education industry. Worldwide, campuses have continually added Apple products to their learning facilities. Apple products have contributed to the hands-on experience behind the roots of learning, a new perspective that integrates simplicity andlets be honeststyle. Professor Nicole Ruimy, French professor here at FIT, couldnt agree more. Apple has shown students that it can be fun to study by using their different programs and apps. All of them involve more intuition rather than proficiency in order to use them,she stated.

Apple will continue to entice students and teachers with the ample programs and apps provided by their products. In the past two years, Apple has invited education officialsall trip expenses paidfrom Little Falls, Minnesotta to to their Silicon Valley headquarters to dine and discuss the educational value behind Apples products with top executives and engineers from the company. These executive briefings attract the officials that have the influence on deciding the way students learn every day. This has proven a key factor behind Apples intent and outlook on education.

What is wrong with education cannot be fixed by technology, stated Jobs in Wired Magazine. However, the adoption rate of Apple products and services in educational institutions has increased over the years. An avid user of the iPad (both in and outside the classroom), Professor Ruimy added, It is so much more practical because I dont have to carry four different books with me! I have on my iPad the e-book with its vast specific website and its own management system, the same program students have on their computer. And more and more students are doing that because they are no longer obliged to buy the book on paper. In fact, in Walter Isaacsons biography of Steve Jobs, Isaacson writes that Jobs had desires

to shake up the textbook publishing market with his sleek tablet. It is less expensive for the students and better for a sustainable society, said Professor Ruimy.

No matter the intent, Steve Jobs world-changing contributions will linger long after his death as one of the most technologically-advanced techniques to play part in the ever-changing educational system.

Think Different.By Fernanda DeSouza

NO V EMBE R 2011

BEAuTy BuZZ: Organic Nail Polish

Breakthrough Beauty Apps

By Raquel Rose Burger

Melissa Huynh, an FIT Senior, majoring in Production Management: Fashion & Related Industries, started to mix and play with nail polish colors at the age of six. Along side her mother, she learned about the beauty business starting with nails, and thereafter, skin care. My whole family worked in this industry so I guess you can say that its in my blood, said Huynh.

Raquel Rose Burger: How did you come up with the idea to create this nail polish line?

Meilissa Huynh: Well, as a young girl I always loved nail polish. Having grown up in my mothers nail salon owned by my stepfather (who was also a nail technician), had a life changing effect on me. My stepfather later died from leukemia. When I started Curtsy & Bow, my research on chemicals that went into a typical nail polish was shocking. I learned about toxic chemicals and how they were causes of infertility, cancer, and diseases such as leukemia. When I found that out, the drive to create an organic nail product was on high-gear. Ever since then, Ive been a talking billboard for natural and organic driven beauty products.

By Briana DAndrea

SPF

Recently, skincare has become a major concern. Premature aging, wrinkles, and skin cancer stem from exposure to harmful UV rays from the sun. Sunscreen is more important than ever, especially when spending time outside. With the SPF app, sunburns can be avoided. The SPF Tracker uses GPS to calculate the UV index of a location. Then, based on skin type, users are advised on what kind of sunscreen best suits the conditions. The time span between reapplications is also suggested, taking into account activities such as hiking, swimming, and running.

Hair Cast

Winter is fast approaching and with it comes dry and frizzy hair. Luckily, there is an app that will make every day a good hair day, regardless of weather. Hair Cast gives customized hairstyling tips based on the weather. Finally, frizzy hair can now be avoided! It even takes into consideration hair type when formulating its recommendations. The app is also extremely simple to use. Just enter in a zip code and hair type and voil, quick styling options. No more bad hair days, anyone?

Sephora To Go

Sephora lovers are in for a treat. One of Apples most downloaded apps, the Sephora To Go app, has tons of features that will excite any beauty obsesser. No need to go to a computer to look up customer reviews and ratings. Sephora To Go allows users to scan any product in any store location and instantly receive ratings and reviews. Searching for a Sephora store is also now an easy feature thanks to GPS capabilities. The app contains beauty advice and how-to videos from Sephoras own Pro Team. Ipad 2 users can access the Virtual Mirror option that creates a split screen, utilizing the Ipad camera to show a picture of you alongside video tutorials. Even past purchases and beauty insider points are tracked and can be viewed. With the Sephora To Go app, users are updated with the newest products and Sephora obsessions. And the best thing is, its free!

RRB: Curtsy & Bow is such a cute name, how did you come up with it?

MH: Thanks! Ive always had a love for bows and while deciding on a name that reflected everything the brand stands for, I started to Google all types of names including Lady and Bows(Lady is my dogs name, shes a 4.6 lb Morkie). The first thing that came up was a definition and history on curtsy and bow. It spoke about how up until the 17th century, this was a lady-like gesture that girls and women were required to do at fancy balls and royal parties to show class, respect, and lady-like mannerisms. The second definition was about ballet and theatre performers curtsying and bowing after a performance to show thanks and humble grace to the audience. This is the message that Id like for young girls to remember.

I just loved how poised and polished the image of the definition brought to my mind as I started creating, and I guess the rest is history (well the present for us). I decided to incorporate curtsy (a lady-like gesture) and bow (a pretty looking gift).

RRB: How long was your line in production process before it was actually launched?

MH: Well we wanted to create a product that was as organic as one could get with nail polish, so after developing and testing, the right formula was finalized after about 6 months and then launched 4 months after that. So a total of 10 months.

RB: How many products are available so far?

MH: Our debut Yacht Club Collection features 5 lacquers and 2 deco top coats.

RRB: What do you hope to include in your line in the future?

MH: Planning ahead is always good, so it would make sense to use what I learned and produce it in that same sequence. Next is organic skin care, followed by apparel, but first more lacquer colors. Stay tuned!

RRB: What have you learned at FIT that has helped you create this line?

MH: I would definitely say that majoring in production management taught me everything I needed to get started in producing a cosmetic line. Its tedious structure, scientific, technical and just enough creative control. I love production management!

For more information, visit CurtsyandBow.com. Special offer of $5 off on your next online purchase with the promo code CB9024 (online purchases only, cannot be combined with any other offers, expires 11/31/2011).

youTubes Beauty CommunityBy Elizabeth Cross

http://bit.ly/rx2zEl

Illustrated for W27 by Emily Sherman.

12 13 NO V EMBE R 2011W27 F I T

Influential Social Media Companies

Whilst cash-strapped students are certainly not a new phenomenon, the growth of social networking has sparked a revolution of deal sites that claim to help alleviate the problem. Despite the preponderance of such sites currently available to the savvy consumer, The University Network (TUN) has successfully carved out a niche amongst its competitors, offering a wide variety of relevant and appealing savings specifically for college students.

Launched in early 2010 by now CEO Peter Corrigan, TUN has grown rapidly and currently offers over 20,000 deals daily to college students all over the United States. According to Corrigan, the companys aim is to help students save as much money as they can on items they need or want from local shops around them. This reflects the companys unique location-centric approach to deals, encouraging students to connect to their local community, according to sales consultant Scott Goryeb. Over 200 schools are now listed on the site and the number is rapidly expanding, up from 105 at the beginning of the summer. Each college location has a unique set of deals available to its students, as TUN deals directly with businesses to create the most relevant deals for their customers. We encourage the merchants to create great deals for our students. If they are not willing to do so, they do not make it onto our site, said Corrigan.

The site also sets itself apart from its competitors such as Groupon.com by the relevance and timeliness of its deals. Goryeb stated, TUN wants to save

students money on things they are already spending money on. Furthermore, the deals are ongoing and generally available with the production of a college ID. Employee Shannon Eberly pointed out that offering deals at all times, to all studentswho dont have to purchase them online adds to the convenience of the site. The interactive approach employed by the company also allows students to flag deals that are no longer available, making the site significantly more reliable.

Like many other start-ups, TUN has benefited significantly from integration with social networking sites such as Facebook and Twitter. Eberly, who oversees the companys Facebook page, recognizes how critical such platforms have become in getting a company out into the public domain. Interns would tell their friends and theyd like us and then the whole thing sort of snowballed, she explained. The company now has over 10,000 likes on its Facebook page, that includes a combination of humorous asides and additional deal information, and acts as the key social interaction element that is increasingly important in drawing in young consumers.

Operating out of midtown Manhattan, the company has grown to become a team of six full-time employees. The work environment is vibrant and enthusiastic, with employees really doing a mix of everything, according to Eberly. Despite only launching recently, the company has a thriving internship program, taking in ten interns over the summer with plans to increase their intake next year. As Goryeb stated, our interns are college students and we service college students, so it is invaluable to get their perspective on the product.

For more information, visit TUN.com.

Whilst various social networking sites allow members to share digital images and ideas, Pinterest creates a virtual pinboard in which members can create their own inspiration boards and share their pins with other users.

The site was launched in March 2010 and has recorded steady growth since that time. Individuals apply for an invitation to join the site, and once accepted, are able to create their own boards. According to the companys community manager Enid Hwang, the company is invite-only since it helps manage growth, but everyone who requests an invite to the site receives oneand users can send as many invites as they want to their friends. Once accepted, users create boards which are groups of pins (an image added to the site) that typically express a particular mood or theme. Users can follow other users, or simply follow individual boards.

By Elizabeth Cross

The Pinterest concept sprang from the idea of collecting ideas and images and sharing them in a similar manner to how other content is shared on the Internet. Pinning can express not only what someone is interested in such as graphic design or high fashion but it also expresses someones personal taste, which you cant get from a typical status message, said Hwang.

Rather than competing with other social networking platforms, the company embraces them. Indeed, the Pinterest philosophy is that the concept of the site stems organically from existing virtual networks. Hwang believes that Pinterest and blogs are symbiotic and states a lot of bloggers use Pinterest to help organize images for blog content since our Pin It bookmark automatically saves the source-link for the image.

Pinterest is a social experience that has benefited significantly from advances in other social networking sites. Interaction with established bloggers is important to the companys growth. Being recommended by bloggers really allowed Pinterest to grow organically by word-of-mouth, said Hwang. The Facebook and Twitter revolution has also been crucial. Hwang believes that joining with Facebook or Twitter allows new pinners to find their friends who are already on Pinterest easily. Many users join based on invitations from friends, and it is this interaction between virtual and reality that is attractive to many users.

Pinterest is a site that provides a resfreshing take on sharing ideas and inspirations with friends. We really believe Pinterest is for everyone and any person should be able to go to Pinterest and instantly find things they love, said Hwang.

For more information, visit Pinterest.com

While the ritual of scouring the Internet for the best deals on flights and accommodation exhausts many would-be travelers before they even set foot out the door, San Francisco based startup myTab aims to help streamline the process by setting up a one-stop shop in which travellers can, according to founder Heddi Cundle, plan and book in one go.

According to Cundle, the online travel industry is a minefield of inefficiency, with people flitting from one online travel provider to the next to find the best price, only to change their mind at the last minute 85-90% of the time. Even though there is often little meaningful difference between prices, travelers are often so paralyzed by their fear of missing out on a better deal that they are unable to commit. For Cundle, this was a no-brainer of a problem and she was shocked that nobody had perceived it sooner.

Her solution is the recently launched myTab: an e-commerce platform that allows travelers to build their own travel fund on the site, either by transferring money from their own bank account or by accepting monetary gifts from family and friends (via integration with Facebook and PayPal), that can then be redeemed on the site for flights, hotels and other travel related expenses. She compares it to a gift card as when the money is already in consumers pockets, it eliminates the fear of missing out on a better deal. The site also allows groups of travelers to

By Caroline Nelson

Designing and producing a fashion line is no easy task, but with Afingo.com designers can rise to the challenge. Deemed the match.com of the fashion industry, Afingo.com was re-launched in May of this year and is already helping 300 users find contractors, according to Jacueline Leng, the sites Sales Director.

Afingo was founded by Liza Deyrmenjian, a consultant and former factory owner in 2010 and has since been remade into an online business-to-business (B2B) tool that matches designers to certain contractors who fit their production needs, at the same time providing fashion-consulting services. Designers must register, create a project, and then create a style to use the sites services. The idea is to standardize the approach so all our contractors are getting the same and exact information they need. We want the designers to think through what they want to make, and we want the contractors to receive standardized, easy to understand requests. This is about creating efficiency on both sides, said Leng, explaining the reasons for these requirements.

In Behind the Seams with Afingos CEO and Co-Founder, Liza Deyrmenjian, an interview piece by The Daily Front Rows Alexandra Ilyashov, Deyrmenjian explained that these designers answer a series of questions about their design history, the materials they work with, and their production and pricing strategies in order to be matched with the most relevant of the 400 worldwide factories Afingo partners with.

Deyrmenjian also promotes networking and education through Afingos annual Fashion Forums and school outreach programs that included a June 2011 Global Fashion Business class for FIT students taught from Moscow State University. In addition to the August 23, 2011 Fashion Forum at MAGIC Trade Show in Las Vegas and The Soho House Forums on October 4 and November 14, 2011, another Soho House Fashion Forum is planned for January 10, 2012. These forums feature top design talent such as Aimee Cho of Gryphon, and Lisa Salzar of Lulu Frost. Sales Director Leng said the site is hoping to take the forums abroad to London and Berlin next year, in addition to hosting five in the United States.

While these events are impressive for such a young site, the Afingo staff is working to improve the sites reach by launching ShopToko.com, a B2B sales site that offers discounted wholesale merchandise from established and emerging designers to independent retailers and counts designer Cynthia Rowley as a member of the advisory board. In the future, Afingo could even help to inform fashion enthusiasts in the public. We want to offer more access to the general audience by moving the content in front of the pay wall. There are also many other improvements, such as a more extensive video library in the works, said Leng.

For more about Afingo, visit Afingo.com.

By Caroline Nelson

To average college students, Spring 2013 is a long way away, but to retailers and brands, the time to think about that season is now.

Thats where Stylesight.com comes in. The site, founded in 2003 by Frank Bober, former fashion designer and Founder of CMT Enterprises, is a creative platform for many designers, retailers, beauty brands and even restaurants. Based in New York City with headquarters in London, Shanghai, and Hong Kong, the website provides trend forecasting services, along with extensive coverage of fashion weeks, trade shows, cultural events, street style, and design news to companies all over the world.

All these features help provide clients with the tools to capitalize on the next big trends in fashion, color, beauty, and lifestyle. With so much to look at, it can be difficult to imagine the process the sites staff goes through to select trends. The editing process always starts with looking at and analyzing thousands of runway images each season, with an eye towards finding similar currents or what I call pattern recognition, said Sharon Graubard, Senior Vice President of Trend Analysis at Stylesight. The team then connects these patterns with the latest developments in music, movies, art, and social development. Trends arent necessarily culled from a myriad of factors, however. A trend can start with a single imagea piece of art or a film still or a vintage photo, or even a mood on the streetand then the trend is built outward from there, said Graubard.

This work is done by a dedicated, time-conscious group of editors and forecasters; people who Graubard referred to as self-starters with good communication skills, visual, written and verbal, because in the end, that is how content is presentedwords and images.

By Elizabeth Cross

In addition to forward-looking trend forecasts, Stylesights team also creates runway reports that focus on specific aspects of the latest designer collections such as materials, accessories, color, and even trims through the use of meticulously organized, high-resolution photographs and videos.

The sites diverse clients, including Adidas, Michael Kors, and Walmart, have all these tools and more at their disposal. According to Graubard, clients are able to tailor their site subscriptions to their individual needs through home page customization and through the use of Stylesights consulting service, Stylesight Bespoke. The site identifies four key trends each season that it applies over a range of fashion and lifestyle categories. For a trend to be really successful, it must resonate on all levels and for all (almost all) markets. Then it is up to the client, whether their product is a designer label or mass-market brand, to interpret it for their clientele, said Graubard. These services are supplemented by the annual LIVE (Lifestyle, Inspiration, Vision, Expertise) event series that takes place in New York, Hong Kong, and Paris and feature Graubard and Isham Sardouk, Senior Vice President of Trend Forecasting as this years keynote speakers.

While Stylesight was created for industry use, FIT students can take advantage of the sites offerings by subscribing to Stylesight through the databases of the FIT Library, and through its public blog (blog.stylesight.com), Twitter (@StyleSight), Facebook page (facebook.com/stylesighters) and Tumblr blog (stylesight.tumblr.com). Additionally, iPhone and iPad users who are interested in trends on the go can use the Style Traveler Mobile App, or wait for the next Stylesight news app expected to debut later this year.

For more information, visit Stylesight.com

create common travel funds that solve the problem of choosing a team leader. As part of the overall experience of goodwill that the site aims to create, customers are encouraged to donate any leftover funds to a number of eco-charities affiliated with myTab.

It took some time for consumers and technology to catch up to Cundles vision. She initially conceived the idea of myTab during an interview with a travel company in 2005, but had to wait for Facebook and PayPal to become mainstream before the company could launch successfully as both are integral to the companys strategy. Nevertheless, since the recent re-design of the site that incorporates a bolder, brighter aesthetic, web traffic has spiked, according to Cundle.

Capitalizing on the social networking element of the site, Cundle is particularly keen to create ongoing interaction between users of the site through YouTube integration and an interactive blogging component to the site. Also on the horizon is expansion into the US outbound and international market as well as the launch of geo-location technology that will allow travellers to coordinate their travel plans from

different corners of the globe. Cundles fierce enthusiasm and ability to adapt to change almost instantaneously has been the cornerstone of her 18 year career in PR and marketing, and has set her in good position to achieve her lofty goals for the company

For more information, visit myTab.co

By Elizabeth Cross

By Gabriella Ferreira

Inspired to become an entrepreneur at a young age, Ella T. Gorgla, combined our era of information and social media to create I-ELLA. If you arent already familiar with this site, I-ELLA facilitates any woman to sell, borrow, or trade their clothes at the click of a button.

At first, she said, the site was private, being only accessible to to certain celebrities, editors, stylists, and bloggers. These influential fashionistas were the first to let the cyber-world know about I-ELLA. Soon, this invitation-only site collected eager shoppers such as celebrities and bloggers from Whitney Port to The Man Repeller.

With over 32,000 fans on Facebook and a Twitter, social interaction is key to this company. Every time a beautiful piece lands on I-ELLA, we share it with our followers, said Gorgla, Word of mouth has been huge. After members list their first piece on I-ELLA and it sells, they begin telling their friends and spreading the word.

Philanthropy is another factor that Gorgla has also integrated to her site, 10% of every item sold goes to charity. I-ELLA combines my love of fashion, interest in business and technology, and my belief in philanthropy.

I-ELLA has been featured in renowned magazines all across the board, Weve been featured in Lucky, InStyle, and her site was voted one of the Top 10 Startups to Watch by Time Inc. which was one of Gorglas proudest achievements. Although Gorgla has achieved a lot, she still has plans for the site to expand, I would like I-ELLA to become a way of life; that every weekend, we go into our closets, chose pieces we no longer wear, photograph and list it, she said.

For more information, visit I-ELLA.com.

T E ChNOLOg y F E AT uRE

Designers Using Social Media

By Ayana Bryant-Weekes & Asiah James

bit.ly/s3H9Ln

14 15 NO V EMBE R 2011W27 F I TT E ChNOLOg y F E AT uRE

Tumblr Generation

When Rich Tong Met Tumblr

By Fernanda DeSouza

Tumblr the Influencer

By Caroline Nelson

Tumblr was launched in February of 2007 and is now host to about 33,023,776 blogs. According to audience measurement site Quatncast, Tumblr is now the 27th most popular website in the United States, with Facebook, ranked at #2 (founded in 2004), Twitter, ranked at #5 (founded in 2006). Though Tumblr is essentially a micro-blogging site, Rich Tong, the Fashion Director of Tumblr, stressed the importance of community in the Tumblr universe, identifying the site as an important social media platform. Tong explained how friends, colleagues, and employers can learn about people through their Tumblr blogs, It does not

Tumblrs Second Coverage of New York Fashion Week

By Rich Gilmartin

This past September marked the 2nd time Tumblr has covered New York Fashion Week. Rich Tong, Fashion Director at Tumblr, along with his team spent weeks reviewing hundreds of submissions from hopeful bloggers who wished to cover the highly glamorous tent shows. In the end, they chose 20 of the most unique and creative fashion bloggers in the Tumblr community.

For the Spring/Summer 2012 shows, the Tumblr team picked 16 new bloggers as well as 4 previous ones. Rich Tong expressed his excitement for the collaborations on his personal blog stating, Im extremely proud of the 16 amazing individuals which we chose, as they each contribute unique points of view on womenswear, menswear, beauty, models, personal style and photography. Joining them are four incredibly gifted people from last season, whose exceptional work speaks for itself.

Among the 20 bloggers,one was a student from FIT, Nicole Loher, who created the blog The Style Student. Other notable blogs included WeTheUrban, How To Talk To Girls At Parties, and High Like Fashion. They covered the majority of shows at NYFW including major shows, such as Oscar De La Renta.

Due to the diversity of Tumblr, it is almost impossible to find redundancy on the social media platform. This was an element that the company aimed to focus on for their coverage of the Spring/Summer 2012 shows. Coverage was so much better said Tong, One of the things we really focused on this season as compared to the first season was coverage,

Tumbling into the Professional World

By Camilla Mayer

Everyday, large companies in news, entertainment, and fashion are joining the Tumblr conversation. Since the birth of this four-year-old instant blogging platform, fashion has steadily become one of the largest community on Tumblr.

Blogs have always been encouraged in the fashion realm for students, and in many ways is the new business card. But the choice of which platform to use has shifted towards Tumblr due to its accesibility to an easy, visually stimulating, and minimalist dashboard.

Clicking the archive button of a Tumblr allows a reader to catch a glimpse of previous posts from photographers Terry Richardson to Beauty Editor Eva Chen and Nick Wooster. Their official Tumblr pages gives you a more intimate and visual demonstration of their lifestyle than that of Facebook or Twitter.

This visual demonstration is applicable to fashion students who are exploring different aesthetics and learning how to effectively brand themselves in order to land that job come graduation. A blog can say a lot about a person, but mostly about the creativity skills they have (or dont have). Someone who has a well-curated blog full of engaging and original content is instantly going to come across as more appealing for a job than someone who just re-blogs random posts & their content is scattered. Were in the age of personal branding and the type of things that you publicly put on the Internet says a lot about you, said Nate Poekert, a brand marketing strategist at PHD Media.

It is also important to keep in mind that through blogs, potential employers are now able to access and decipher ones aesthetics through a blogs content, design and layout in order to see if you are a fit for their brand. I would encourage any aspiring designer or stylist to put their fashion blog on their resume if it reflects who they are creatively, their aesthetic, and especially taste level. It helps to see what inspires a person, said Jordan Dennett, a womens designer at J.Crew.

Therefore, when blogging any content, keep in mind the purpose of each post and how it reflects ones image. Will the post be noteworthy or will it just blend with the clutter of the already saturated World Wide Web?

Reasons to start a Tumblr

By Venus Wong

The increasing popularity of Tumblr and its Fashion Week exposure are no doubt great accomplishments. But with overwhelming success, another issue comes to light.

Some people are now blogging just so they can have a shot to cover Fashion Week for Tumblr, said Tong. Weve noticed a significant increase in this type of blogs after the first Tumblr New York Fashion Week season sponsorship. With more and more establisehd bloggers on the horizon, one may think that it is relatively easy to make a name in the fashion industry by just having a Tumblr. These notions cant be more wrong.

A blog should be re-evaluated by its owner if it is launched only for the following reasons:

Fame With so many stories of bloggers who made it to the mainstream, many believe this can be easily emulated, but what they dont see is the level of hard work and planning needed to run a blog that has achieved a certain level of fame.

Networking Although networking is regarded as a great activity to advance in the industry, having a blog just to put the domain on business card is in no way impressive.

Free products Receiving free products around the clock and partnering with brands may seem thrilling, but there is a great difference between being in demand among brands/sponsors, and free loading.

Hits (and the subsequent ad dollars) When traffic is valued over content so that ad space can be sold, the integrity of the blog can be compromised.

Self Validation Getting compliments from strangers on the Internet may seem like a peculiar incentive to run a blog, but the psychology behind having ones ego stroked gives a sense of self validation, and plays an important role in some peoples motives to run a blog.

Peer pressure The pressure of having a blog to market oneself has always been projected upon people who would like to enter the fashion industry. In an environment like FIT, one may feel obliged to start a blog, just because everyone else has one or its a good title to have on the resume.

What really impress me are people who start a Tumblr and use it to achieve certain goals in their lives, said Tong,Some of our best blogs are by students who share their work on Tumblr, and it is so compelling to be able to have an intimate look at their creative routine, and who they are as individuals. Successful blogs dont just come overnightcommitment, hard work and long hours are required to generate interesting content. The easiest way to find ones voice is to really understand the subject, and be passionate about the blogs main focus. The readership and exposure will come after.

and not just coverage but the quality of coverage, and making sure we were covering the prospective angles. Each blogger focused on specific areas which provided unique and more comprehensive coverage for viewers.

Tong chose not to give any specific guideliens to the bloggers, believeing that the chosen candidates were intelligent enough to know the basis of what to do and not do. Each individual was responsible for fufilling their duties and representing Tumblr properly.

Out of the 20 bloggers chosen, only eight were from the New York City area. The rest were flown in for the nine day event. They also received complimentary accommodations, as well as free meals and attended cocktail events with designers who showed during market week.

In terms of improving the selection process for next season, Tumblr hopes to automate the process, but at the same time preserving the quality of content. This would save valuable time and relieve stress. The Tumblr recruits bloggers who are able to take a great photo, be aggressive, well- spoken, and be comfortable among other fashion industry professionals. They also look for bloggers with unique international backgrounds.

The Social Media site also hopes to send their bloggers to international shows in upcoming seasons. A move to international coverage could position Tumblr to elevate their Fashion Week coverage.

From an early age, Rich Tong, Fashion Director at Tumblr, aspired to become an architect. I went to school for architecture because I thought I wanted to be an architect through and through, probably since I was fourteen. But Tong realized one thing, architects dont make any money, he said with a laugh. Leaving Cornell University with a degree in hand, Tong took a position at Coach as a corporate architect in store design. But Coach was not his calling.

What I didnt like about that job in particular was, I was 23, I felt like all I was learning was how to manage people and not, Id say, skills or knowledge that I felt were applicable to my life at that time, he said. After nine months, Tong and a friend from high school decided to quit their jobs on the same day and jump onto the Internet start-up bandwagon,which at the time seemed like it was possibly the worst idea ever, since neither knew much about start-ups.

Tong first embarked on his endeavor in social media platforms, when he co-founded Weardrobe, a fashion community where people post daily outfit photos. An idea reminiscent of Lookbook or Chictopia. Two years later, Weardrobe, was acquired by Like.com who was later acquired by Google. This chain of events left Tong

with what he described as a crash course on Internet, start-ups, technology and fashion, all wrapped in the span of two short years.

Leaving Weardrobe behind, Tong began to freelance for multiple start-up sites doing front-end web design and web development for the nine months. Tongs opportunity with Tumblr came when he met David Karp, Founder of Tumblr, over lunch. I had known him [David Karp] from doing Weardrobe a while back and I started talking about a few things that he wanted to do and was working on, he said. Tong had a vision for the fashion section of Tumblrhe believed that he could create a community dedicated solely to fashion. They hadnt really paid attention to individual communities just yet, but fashion was rapidly growing and becoming one of the largest communities, said Tong, it kind of just made sense for me to join the team and head the fashion [department].

Keeping true to his words, Tumblrs fashion society has grown rapidly in the past year. For the past two New York Fashion Week seasons, Tumblr has sent fashion bloggers to cover the shows and plan to cover international shows in the near future. It seems that Rich Tong has definitely found his calling.

just allow you to get a much more intimate look at who they are as a person, but also how they interact and engage within a community, especially online, he said. Tong cited the ability to learn intimate details about people without ever speaking to them as a main attraction for site users. I learn about the things that inspire this person, the things that they find are funny, the things that they are working on, their sort of daily routine. You cant go anywhere on the web and actually learn that about an individual [] You can go to their Tumblr and actually learn these things, he explained.

What sets Tumblr apart from oth

Documents

November 2011: The Technology Issue