The Fashion Influencer

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At a recent lecture at the New school University, I was asked by a student to give my opinion on the most influential factor to the future of the fashion industry. My reply, “The Internet is the single most important new factor in the success of a fashion brand”. Don’t take my word for it, as of September 30, 2007; 1.244 billion people use the Internet according to Internet World Stats.

The Internet is a platform for a second-world. Like it or not, most people live, play, learn and communicate on the Internet in near equal proportion to physical reality. After years of record spending on the Internet, brands are finally moving to establish a presence. I believe this is the beginning of trend that will mature and increase.

In less than 20 years, Internet technologies have made large strides and the future looks bright. Bandwidth will increase, as will the amount of households that own a networked computer. New generations rich and poor will be connected through the Internet. Therefore, brands will need to develop a sophisticated Internet strategy to stay relevant, global and ahead of competition. NATALIA ALLEN

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