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Liz Clairborne’s The High Low Inspired By FashionablyMarketing.Me
Submitted by Macala Wright on 01/25/2011 – 10:19 AM2 Comments | 1,420 views
It looks like branded content continues to be all the rage in the fashion industry. This morning, in an effort to track down news on Net-A-Porter’s real-time, social shopping tool launched at DLD, we stumbled across a new fashion business blog called The High Low.
A tastefully designed website, we started digging around it, as many of the topics written about are similar to those covered by independent fashion business sites like FashionablyMarketing.Me, Signature9 and Business Of Fashion.
What we discovered was that The High Low is a new blog funded by Liz Claiborne. The about us page says:
“The High Low is here to celebrate the great democratization of fashion. We cover the latest trends in retail with a focus on e-commerce, and we’re here to bring you the latest news on how the fashion and apparel industry is evolving to fit today’s consumer, and today’s marketplace.”
The site also stipulates that the editorial content is independent of Liz Claiborne brands. Most of the RSS feeds integrated into this site are from major publications whose stories are often inspired by independent sites such as the ones I mentioned above.
While we’re honored to part of the inspiration of this new big brand web project, we can’t help but wonder: Why would Liz Claiborne launch a branded site about the business side of the fashion. Any thoughts or ideas?
Moreover, why would a brand like Liz Claiborne not ask an independent fashion writer to contribute to something like this, much like ShopBop has successfully done with Eat, Sleep Denim?
Hopefully, if The High Low does discover a story via our website, as we often break news, as do Signature9 and Business Of Fashion, they’ll be courteous enough to link to us and cite us as a source as they’ve done with other major news sites. I could already make the argument that the article on Google Boutiques The High Low published in January was inspired by our in-depth analysis of the project.
Another budding web trend is fashion designers and brands starting to copy independent fashion professionals in order to gain faster notoriety for themselves. Hopefully this isn’t true of this new resource.
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I think brands like Liz Claiborne no longer have any meaning in today’s fashion world. The industry is about the human touch. Slow Fashion (which is as much about information as is it sustainability) is a movement, not a trend, and brands who do not acknowledge and incorporate that, will fail. Consumers are becoming as interested in the business end of things as fashion professionals. They want to know what’s going on now and what they can expect in the future. They want to understand the shifts in how fashion is conducted and they want to be a part of these shifts. Could it be that Liz Claiborne is trying to gain some clout? Give their brand some meaning? Gain trust?….Ironic, huh?
maybe to gain some authority?
Or maybe “Fashion Biz” is becoming a fashion trend? Everyone these days is an Editor, or blogger or curator…people want to feel like they know wants going on…I think LC recognizes this and is hopping on it.