The Webby Awards: How Fashion Tech Did

The Webby Awards: How Fashion Tech Did

Called the “Internet’s highest honor” by the New York Times, The Webby Awards are the Internet’s version of the Oscars. While high accolades, praise, and gold stars were heaped on Humans of New York, Pinterest, Mashable, Tumblr, the New York Times, and other leaders in every industry, what we want to know is: how did fashion tech do, and what do these awards mean for our industry?

First, here’s the fashion-focused nominations:

  • Condé Nast: Nominated for Best Home/Welcome Page
  • British Vogue: Nominated for Best Practices and Magazine
  • Uniqlo U.S. e-Commerce Site Launch: Nominated for Best Practices and Shopping
  • Hermès 8 Ties: Nominated for Best Use of Animation or Motion Graphics
  • Gilt.com: Nominated for Best User Experience, People’s Voice Winner for Fashion & Beauty
  • Vanity Fair: Nominated for Best Writing (Editorial) and Magazine
  • The Business of Fashion: Nominated for Best Blog – Business
  • Warby Parker: Nominated for Corporate Communications and Shopping
  • ELLE.com, Lacoste Future, MR PORTER, The Art of Packing, Hugh & Crye, Fashion Beast, Cult Beauty, Beauty.com, Erno Laszlo, Gojee, Diesel, Nike Shoe Boxxxx, Birchbox, Lyst: Nominated for Fashion & Beauty
  • Target Wedding Catalogs, Saturdays Surf NYC, Marshall Headphones, Reebok ecommerce Site, Wantful, Barneys.com, MoMAStore.org, Shop BAZAAR, Sephora.com, Daily Grommet, THE OUTNET.COM, AHAlife: Nominated for Shopping
  • Givenchy Le Rouge: Nominated for Best Editing
  • TRESemme Style Studio and DailyCandy: Nominated for How-To & DIY (Channel)
  • UNIQLO “Storms” Pinterest: Nominated for Best Use of Social Media
  • UNIQLO – Lucky Cube with Maru: People’s Voice for Retail
  • L’Oreal Responsive Email: Nominated for Email Marketing
  • DVF Rendez-Vouz and Warby Parker: Nominated for Retail
  • DailyCandy Scout App: Nominated for Lifestyle (Handheld Devices)
  • MR PORTER: Nominated for Lifestyle (Tablet & All Other Devices)
  • Tory Daily by Tory Burch, Topshop mobile app, Marks and Spencer app: Nominated for Shopping (Handheld Devices)
  • THE OUTNET: Nominated for Shopping (Tablet & All Other Devices)
  • GQ.com: Nominated for Overall Social Presence

And the winners are:

  • Blacknegative: Webby Winner for Best Visual Design – Aesthetic
  • Pimkie Color Forecast: Webby Winner for Retail
  • UNIQLO GIF Box: Webby Winner for Branded Content
  • Pinterest: Webby Winner and People’s Voice Winner for Social Media, Webby Winner and People’s Voice Winner for Social (Handheld Devices)
  • Fab: People’s Voice Winner for Shopping, Webby Winner and People’s Voice Winner for Shopping (Tablet & All Other Devices)
  • Dollar Shave Club: Webby Winner for Fashion & Beauty
  • OneNike: Webby Winner for Shopping

Definitely a great roundup for fashion tech this year, but there is always room for improvement. What should fashion tech’s next steps be?

Focus on consistent user experience

User experience is no longer just about pretty and fluid designs on your website (although that is still crucial), it’s also about creating an ecosystem for your reader or consumer to live in. As the industry moves towards mobile and lives across a wide variety of platforms, it’s important that your brand is consistent across all the channels you use.

Embrace mobile

Mobile should be obvious by now. With more than 10 awards dedicated to the mobile space, the Webby Awards are another key indicator that industries beyond fashion tech are moving in this direction. You want to be your consumer’s pockets.

Maintain a social presence

Social media is more than just promoting content and responding to user queries. Use the countless channels to your advantage: by being present in your target consumer or reader’s life with relevant information and content, you keep them interested and engaged.

Curate and/or create sticky content

The merging of content and commerce is a huge trend here in fashion tech. Great content keeps your users informed and educated about your brand. After all, they are your ambassadors – talk to them!

We can’t wait to see which fashion tech startups rise up to the top of the crop next year.

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Jaclyn Siu is a Third Wave Fashion contributor. She’s currently a student at NYU, a fashion journalist, and the founder of wearhou.se. You can follow her on Twitter here

Third Wave Fashion has been your fashion tech think tank since 2011. We publish the first ever printed fashion tech magazine, Third Wave.  Follow us on Twitter or subscribe to our newsletter to stay on top of the latest in fashion tech + wearables.

Image via CNN.com

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