FASHION+TECHSF (formerly FashionMashup) is the longest running monthly workshop and event series in the San Francisco Bay Area focused synergistically on building, promoting and educating the vibrant community of fashion and technology entrepreneurs, designers, developers, bloggers, business professionals, students, investors and numerous enthusiastic companies, schools, groups and individuals who share our vision of a world-class fashion and technology industry that is innovative, disruptive and uniquely San Francisco.
Our mission is to create educational, social and business opportunities for the fashion and technology industries. In the past two years, FASHION+TECHSF has become the leading network for all things fashion and technology in the SF Bay Area.
Kara Ashe: I am the San Francisco Green Fashion Examiner for Examiner.com, I publish a veg blog calledGoVeeBlog.com, and I have begun independent public relations consulting for the Bay Area green fashion and beauty industries. Before moving to the Bay Area, I did nonprofit sales and business development on the east coast.
SFFAMA: Why is eco – fashion important?
Kara Ashe: Fashion, as an entity, has penetrated every facet of our society. It’s important for something so powerful, so pervasive, and therefore so potentially damaging, to have an eco-friendly offset. People need to know they have a choice and ability to express their style, and to enjoy the luxuries of fashion, while making less of a negative impact on an increasingly fragile environment.
SFFAMA: Explain to us how you apply eco products or sustainability to your design (or your product/services)?
Kara Ashe: Everything I’m involved in is eco-centric. GoVeeBlog.com shares vegan and vegetarian recipes, and offers news and tips promoting a stylish and cruelty free lifestyle. On Examiner.com, I share the region’s green fashion resources— events, designers and businesses— with readers looking to “green” their style. I am passionate about using my pr and communication skills to build exposure for local fashion and beauty companies, their green products, and their events. Beyond that, most of what I do is web based—how much greener could you get?
SFFAMA: Who is your target market and why?
Kara Ashe: I aim to reach the eco-conscious and eco-curious alike. I want to be a regular resource for those living the “green” life, and I hopefully provide inspiration to those moving in a greener direction.
SFFAMA: How has the green movement changed today’s society?
Kara Ashe: Whether or not they know it, people have become more sensitive to the environment, and the impact daily habits make—whether or not they consider their own. The green movement has gone from being a trend to a part of society so penetrating that it can’t be ignored.
SFFAMA: How do you see the green movement in the future? Where is it heading?
Kara Ashe: At a ground level, more people are going green, and corporations are rapidly “greening” in response. Businesses respond to the demands of their consumers, and at this point too many people care about how their actions and purchases affect their bodies, and the environment, to be ignored. I’m not saying that in the next five years the green movement will have saved the world, but it is becoming a permanent fixture, a legitimized lifestyle option, and a factor in business decisions. SFFAMA: How do you educate the public about eco-fashion (or your product)?
Kara Ashe: I write about the green fashions that interest me, and then I promote them using social media. If I’m consulting on PR, I will happily spread the word about my green clients to every relevant media outlet and reporter that will listen. Fashion is fun and sexy, and “eco” is in, so it’s not exactly a hard sell.
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Kara Ashe is currently establishing a fashion public relations consultancy firm as means of combining her passions for fashion and media management. While currently focusing on public relations, her background is a mix of execution marketing and business development/sales, with a focus on client attainment, management and retention. She’s the publisher of goveeblog.com, a blog dedicated to food and lifestyle updates for vegans and vegetarians. She is an active member of SFFAMA.
JS: My name is Jacyn Siebert, also known as Cyn Sugar, and I am the force behindSugar Lips Lifestyle Tips. I like to think of myself as an everyday girl in an everyday world. I am a friend, a mentor, a sister, a daughter, a grand-daughter, a girlfriend, an artist, a designer, a hostess, a cook, a beauty product and make-up lover, and of course a fashionista. I am passionate about eating well and making sure the children of our future are fed well and taught good eating habits from day one.
I created the blog in Nov. of 2009 as a way to help women across the world increase their confidence one tip at a time. I have been committed to helping women look and feel better about themselves through education, dedication and action for the past fourteen years. By providing women with simple everyday tips, we can help increase their confidence, achieve their image goals, and have fun while doing it. My blog is a way to make this information accessible to all at their leisure.
It is critical that my tips and products are accessible, approachable, easy and fun. I have a variety of interests that include, food and wine, health and wellness, travel, fashion, sustainability, make-up tips, imaging tips and numerous other girlie topics. Now that doesn’t mean that you need to be a “girlie girl” to take advantage of these tips. They are meant to be fun and helpful.
SFFAMA: Where do you see fashion and technology heading?
JS: I believe that within a few years, everything will be virtual. We depend on our smart phones for everything and within a few years, shows, demos etc. will all be virtual. Of course there will still be some things that remain live including fashion week, fashion shows etc. but technology will make everything in absolute real time. Product launches and announcements will be documented as its happening like we already see with the social networking. We will no longer have to wait for tomorrow’s paper for today’s news. We will have access to it the second it happens.
The downside to that is it will almost become information overload. How will we, as consumers and as marketers, control the amount of data that we have access to without becoming overwhelmed or viewing it as spam? What will be considered “front page news” when wee are receiving feed of 68 tweets a minute? The fashion industry will have to create a social media strategy that reduces the overload and I feel that will be the greatest challenge ahead.
SFFAMA: Why is technology important in the fashion world?
JS: Access and reach. Technology informs the consumer and directs them where and how to buy. Gone are the days of being a new designer who hasn’t had that breaking moment. Today’s technology gives anyone access to a world-wide audience who, with one click of a button, can see, hear and experience your product and in turn purchase without ever meeting you or knowing anything about you.
Technology is also inexpensive compared to traditional advertising. A billboard or TV ads are EXTREMELY expensive and has a very limited reach with a small ROI. Today’s technology, specifically social media, is very cost effective and has a broader consumer reach.
SFFAMA:What tech gadget can’t you live without? What do you use it for?
JS: My iPhone. What don’t I use it for? I can take pictures, capture video, post to my blog, Facebook, Twitter, etc. send emails, view websites, get directions, post my current location via satellite.
SFFAMA:What fashion item can’t you live without, and why?
JS: Earrings. They can define one’s personality. A well selected pair of earrings can take an outfit to the next level.
SFFAMA:Who do you think is the most influential personality in the fashion world, and why?
JS: Coco Chanel. Her designs are timeless, classic and are continually an influence on the runways. She is everything every woman wants to be: sexy, timeless, classic and adored. She was a strong woman who created something out of nothing proving to the world that women are powerful, strategic and smart. She is an influence today tomorrow and for generations to come.
SFFAMA: What is different about San Francisco fashion compared to other metropolitan cities?
JS: I grew up near Chicago, lived near LA, spent time in Barcelona and Madrid, lived in Hawaii where the Japanese style and influence was strong, love NYC but the beauty about living in the Bay Area is that this community has it’s own style. People embrace individuality and personal beliefs. These aspects are reflected within their look and there is a strong sense of pride. SF has a “come as you are” approach that is welcoming and fun yet creative and energetic. We also aren’t facing extreme weather changes and can be fashion forward all year round without a parka covering it all up. I feel that NYC fashion is extreme, harsh and strict. Madrid and Barcelona are traditional and modest, Japan is eccentric, Chicago is conservative and reserved. SF is just right.
SFFAMA: What advice would you give to aspiring fashion entrepreneurs?
JS: Do it. Whatever it is that you envision, it can be done. With technology today, you have access to everything so get creative. I challenge you to figure out how it can be done without monetary investment. Put your thoughts down on paper, write a business plan and get to work. Everything you do from here on out is a stepping stone to your future. Make it happen by taking a new step everyday toward your goal.
