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2011 TFN

Words by Jordan McDowell

Here at The Fashion Network we’re looking forward to another year full of business network events. Allow us to reminisce and recollect the best of 2010’s MFN and LFN events to whet your appetite for more this coming year.

We started the year in Manchester at the Great Northern Towers by hosting an evening with Leon Bailey Green of The Online Fashion Agency which focused on the power of blogs. Blogs have featured heavily in TFN’s schedule throughout 2010, mimicking the boom of the blog that has reshaped the industry in recent years. Our LFN Event at the Soho Sanctum Hotel gave bloggers the opportunity to ask the ultimate question: “Will my blog make me money?” Answering that question was LFN’s Vicki Day, Digital Window’s Mark Frost, House of Fraser’s in-house Affiliate whizz Ross Carder and Chris Bishop of 7ThingsMedia. The panel aimed to dispel myths and confusion surrounding the new area of online marketing and hoped to provide bloggers and brands alike with a real incentive to get typing for pay!

“Day began by reiterating one of the myths that are circulating, concerning Affiliate marketing. Many people’s understand of Affiliate marketing includes the notion that by introducing a consumer to an online brand via your blog or website though an Affiliate HTML link you will earn a commission of any purchase they make and then any other purchase they will ever make with that brand. This was met by laughter from the panel who claimed the myth was only partly true. If your blog or website is set up with an Affiliate Network, likeCommission JunctionorAffiliate Window, and you include a link for one of your partner brands, for instance House of Fraser, if one of your readers clicks through to that site via that tracked link and subsequently makes a purchase, you’ll earn a commission on that purchase. You will only continue to make money on future purchases if the consumer clicks through your links to arrive at the product.”

Taken from London Fashion Network’s event report

Fashion press isn’t all about blogs though; print and online media are still the driving force of the industry; from trade magazines like Drapers to high fashion glossies like VOGUE. TFN invited some of the key figures in online fashion publishing to speak at an event held in Manchester’s Malmaison Hotel. Dolly Jones of VOGUE.com and Andy Morris of GQ.com sat alongside Draper’s Ana Santi and discussed the progression of their field and ways to get your foot in the Conde Nast Digital door. The events success lead TFN to host a similar panel discussion with LFN in London.

Attracting  key figures to our business networking events is what we do best, TFN’s ‘An Evening With’ events have hosted some of the most influential fashion business leaders in the UK who are happy to share their knowledge and expertise. Harvey Jacboson of The Jacobson Group, the partner company behind Gola, spoke in Manchester’s Soup Kitchen about his business’s highs and lows.

“With sharp prices come even sharper deadlines, when asked about the UKs dependency on fast-fashion and its affect on the footwear industry Jacobson said he had seen changes in sales patterns, ‘it’s unbelievable how fast factories can turn it around, I remember when turnaround was 120 days, in recent years … we can receive order and ship in 30 days.’”

Taken from Manchester Fashion Network’s event report

From the business of fashion production and distribution to the business of high end etail TFN’s events have covered the whole spectrum. Sarah Curran of my-wardrobe.com was welcomed by both LFN and MFN to discuss the beginnings of her business and, with the help of her Director of PR Lauren Stevenson, the avenues mywardrobe.com has taken to covet prime etail position.

“Curran went on to warn about some of the negativities that she had discovered from her own company’s Marketing strategy including the true cost of certain channels. Pay-per-click or PPC offers e-tailers the chance to bid to advertise on search engines like Google and if their customers click from Google and eventually purchase, a commission is paid to Google for sourcing the buyer. This can be a costly method as Curran explained that “if my wardrobe were to actively bid on a certain product on Google it would cost us £100 when that product only costs £150”.”

Taken from Manchester Fashion Network’s event report

Business to business is the key to good business and TFN hopes to provide key opportunities for businesses to meet at 2011’s events.

Readers' comments (3)

  • Anonymous

    2010 was filled with great events and really enjoyed what I attended; look forward to hearing the line up for 2011.


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  • Anonymous

    Looking forward to more events in 2011!

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  • Emma Doyle

    If you want to be the first to find out about our events, sign up for alerts here:
    http://www.manchesterfashion.com/email-signups

    Any thoughts or ideas on events? We’d love to hear them…

    Emma

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