I knew there would come a day that fashion industry professionals would listen to me and eventually take advantage of the trends, especially in technology. They finally came to their senses.  One such brand - Ralph Lauren, is leading the pack and still epitomizes an American dream come true, clearly not only for their definition of style, but for launching the first 4D fashion branding efforts on the web. 

Its been said that fashion is run by old school garmentos.  But, if the last few years have taught all those old schoolers that "times a changing", now, Ralphlauren.com (  www.Ralphlauren.com )  made strides beyond any we've seen thus far.  Truthfully, they are just grazing the cusp of what is possible, because believing that this awe striking fashion brands' re-invention image is on the cutting edge of technology has yet to be proven.  I feel that Victor&Rolf had the sexiest site last year during their fragrance launch, though could they have waisted 1M on marketing without figuring out how their monetizing efforts would translate.  The facts are, we have seen few of fashion labels going virtual, but eventually the models will have to change to prove that each brand has something unique to offer outside of the tricks, bells and whistles. 

I think technology needs to also be used to generate fashion that is completely unique and that can lend itself to aggregation of retailers.  Tactics will have to be creative and fun enough to be worth a users time, hence proving  interesting marketing models, especially since entertainers have the most net worth to start up new ventures and seek not only to be part of the greater picture as the voice of fashion ( few survive more than 2 - 3 seasons ) but to design fashion.  Its not a wonder that celebrity driven fashion has led the fashion industry through a tangled spider web of horribly and poorly produced lines in the last ten years.  Macy's has probably the worst sense of fashion innovation, and yet offer lucrative deals to the spokes persons which generates multiple millions of dollars a year.  I am waiting for smaller lines to sprout out of know where and become the nexus of cool.

Next, will be marketing entertainment as fashion.