When I first conceived of launching this business, I referred to the space that we were tracking as “Fashion 2.0.” I used that term for the sake of familiarity, but I often tended to follow it with caveats. It usually went something like this:
“It’s Fashion 2.0, but actually more. It’s not just social and it’s way beyond fashion bloggers. It utilizes social media of course, but also other cutting edge tools and technologies. It’s fashion businesses that are leading the way online, establishing new methods of selling and teaching people that bleeding edge technology can be sexy. Oh, and the business models are disruptive, too.”
Essentially, I was trying to describe Fashion 2.0, 2.0.
I call this the Third Wave.
Some people use the term “Web 3.0”, and they are not wrong. However, there is not yet agreement about what the third version of the web means. We agree that it will mean personalization, curation, loads of video, and many more screens. We love data. We’re very excited about the Semantic Web and the new federated ontologies, and think that they will change for the better the way we sell things online.
The Third Wave
But the Third Wave is more than all of that; it’s the technologies, but it’s also the people, the businesses, and the creativity that make the movement powerful.
Technology alone cannot be the driver of innovation. It takes smart, passionate people creatively applying the new technologies to get them adopted.
We live in a new economy, and the businesses that thrive will be the most open, the most flexible and most forward-thinking.
I spent the first decade of my career in fashion. The first business that I owned was a bricks-and-mortar boutique, I worked in management at a store that did $50 million annually, and I have written about fashion, styled fashion shows & shoots, produced large fashion events, and shopped the major trade shows.
Six years ago, I left fashion for technology. Fashion felt recycled and stale, and I wanted to be a part of the cutting edge again. I was weary of living in a world where major buyers still wrote their wholesale orders on paper and most major fashion and luxury companies still didn’t have e-commerce.
I am proud and excited to be back in the new world of fashion. Instead of lagging behind, many fashion companies are now leading the way into the future.
If you’re a fashion professional who is passionate about technology and excited about the future, welcome to The Third Wave. You’ve found your community.
Liza Kindred is the founder of Third Wave Fashion.
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