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“Tumblr — the site that has apparently overtaken Instagram as the fastest-growing social media property — has today announced a test of a new feature that will give it more interactivity, and more of a social commerce spin. Users that post links from a selection of sites — Etsy, Artsy, Kickstarter and Do Something — will now automatically see action buttons appear in the top right corner of the posts for people to ‘buy’, ‘browse’, ‘pledge’, or ‘do something.'”

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Decoded Fashion - Fashion Tech Daily - Tumblr
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“The new ad units, called ‘sponsored video posts,’ arrive just a week after Yahoo CEO Marissa Mayer announced during the company’s third-quarter earnings presentation that Tumblr is projected to generate $100 million in 2015.”

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Decoded Fashion - Fashion Tech Daily - Tumblr Video Ads

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  1. Tommy Hilfiger Calls Upon Local Instagrammers to Document Fashion Week Show
    For New York Fashion Week, fashion designer Tommy Hilfiger will be introducing the first ever runway show InstaMeet, a way for locals to meet up and hang out with fellow Instagrammers in their area.
  2. Guerlain Fuses Heritage with Current Campaigns on New Tumblr
    France’s Guerlain is aiming to increase its exposure among young consumers who may be unfamiliar with the LVMH-owned beauty brand’s heritage and products by creating a Tumblr account.
  3. Fitness Trackers are Useless Without Real-Time, Personalized Analysis
    No one has arms long enough to wear all of the activity-tracking wristbands currently on sale or awaiting release. These devices count your steps, measure your sleep and some even monitor your heart rate.

  4. Technology Industries Tries to Balance Fashion, Function in ‘Wearables’
    Gadget lovers are slipping on fitness bands that track movement and buckling on smartwatches that let them check phone messages.

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On Feb. 2-3, Decoded Fashion held the world’s first Fashion Hackathon, a 24-hour event where 550 registered participants and 78 teams competed to build a technology that helps American fashion designers.

About 300 developers, designers and entrepreneurs—40 percent women—worked on a variety of projects, from B2B software for production and merchandising to analytics for social media and e-commerce. Many projects were inspired by the Fashion Brief, a conversation with designer Rachel Roy, DKNY’s Aliza Licht, Rebecca Minkoff’s Uri Minkoff, Michael Kors’ Farryn Weiner, and the CFDA’s Kelly McCauley and Sideways’ Nathaniel Catanio, on what areas of the fashion industry could utilize technology to increase efficiency and drive business.

Five finalist teams were chosen to compete for the top prize—$10,000 and the chance to have its app launched by the CFDA. They will pitch live on the runway at Mercedes-Benz Fashion Week during the Decoded Fashion Forum, to a panel of fashion judges including the CFDA’s Steven Kolb, Style.com’s Dirk Standen, Zac Posen, Rebecca Minkoff’s Uri Minkoff, and Gilt Groupe’s Susan Lyne.

Finalists:
42 personalizes the brick-and-mortar experience by using the best intelligence of online commerce. Founders: Cathy Han, Sarah Hum, Lucas Lemanowicz, Nicolas Porter

Avant-Garde remakes targeting marketing by matching customers with products by visually analyzing products and social media streams to understand exactly what customers want right now. Founders: Vladimir Dedov, Ajay Mantha, Carrie Mantha

Coveted is a 1-click platform for brands to sell their products through shareable tumblr images. Founders: Ian Culley, Michael Dizon, Jason Fertel

Fashion Dashboard optimizes commerce through competitive social media and merchandising analysis. Founder: Stephan Alber

SWATCHit is a peer-to-peer platform connecting global designers with emerging market artisans and overseas producers. Founders: Ramzi Abdoch, Jagjeet Gill, Jackson Lin, Henrika Makilya, Paul Yun

coco social media

Coco Rocha is a role model for social media, but also a teacher, leading classes on social media best practices for other fashion models. She shares her top three tips with us, lessons that work for tech founders, fashion designers, retailers and individuals who love and work with style, fashion and e-commerce.

  1. Don’t have just anyone run your social media. I think it’s insane when brands or celebrities relegate their social media to an intern or someone who does not know them well. Personally, even though I have a great PR team, no one except my husband and I touch any of my 10 social media accounts. It’s a lot of work, but I know that my brand, my image and my voice are authentic to me.
  2. Be consistent. Your audience wants to hear from you regularly but not too regularly. Don’t over share. People have no problem clicking “unfollow” if they feel you’re over saturating their feed. For 3 years now, I have seen people use Tumblr the way they should be using Pinterest. I also see people copying content far too much. Be original and invent content, don’t just copy and paste it.
  3. If you’re going to post pictures, be really selective about it. If I’m capturing a sunset I’ll take at least 10 pictures, I’ll then filter them using other apps, enhance them, then I really pick the best image of perhaps 30. No one wants to follow someone who does not take pride in composing an aesthetically beautiful picture. No random snap shots–treat every upload as if it was a work of art.

Coco will be speaking on the future of fashion and technology at Decoded Fashion Forum on Feb. 14. Read her thoughts on social media here, and follow her on Twitter @cocorocha.

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