As my partnership with IBM comes to a close, I thought it would be appropriate to incorporate the voice of someone who I have always regarded as a force of nature here in the blogosphere. As such, I’d like to introduce Christina Topacio of the fashion + lifestyle blog Profresh Style as she dishes some no-nonsense commentary on the future of the digital age and it’s impact on fashion and business…
Tell us a bit about your background.
I’m a Community Manager working for JWALK in midtown, got the job based off my experience of being a blogger for the past five years. I love it, everything social. It’s my generation, it’s what I breathe. How exciting is it to know that only a small portion of society actually knows how the world of social works? I couldn’t of asked for a better industry to work my way into.
What are your thoughts on blogging? How is it evolved since you first started Profresh Style?
Blogging is a hot/cold topic for me. I go back and forth between hating my blog and absolutely loving it. For the most party, I love my readers. My blog, not so much. But it seems it’s the only way to have a conversation with strangers… To have a blog about my life and open up to these awesome individuals. It’s a conversation, it’s a clique, it’s a really open clique, cooler than the cool-kid table. I started Profresh Style as a rolodex of my style but I knew that wouldn’t never be just it. I love video, I love writing. All these components became aspects of what I wanted my voice to be on PS.
However, it’s not always done with other bloggers. Most bloggers stay within a bubble. Hey, it’s why they are successful right? But I’m not worried about success. I taught myself what I know and now have a kick-ass job because of it. At least when my blog dies, I won’t have to start all over again because I wasted time writing a blog that wouldn’t go anywhere. I worry about blogs that don’t evolve. Sterling Style did that wonderfully. Taylor turned her blog into a central world for the glitter, the pretty, the fun and the girly - Glitter Guide is a huge success now. But most blogs won’t turn out that way. They will turn into dead space. I genuinely feel that blogs can’t just be about outfits. At the end of it all, who cares? Or maybe that’s just my opinion. But I believe in the power of evolution. So, evolve I will.
How often do you use social media? Have you used it on the job? How much have an increase in social media engagement have you seen in brands?
Social media is a requirement and no brand can truly succeed without it now. Now that I get to see both sides of it: both brand and blogger, I have a 360 degree view of how this all works. Using social media as a daily aspect of a brand, of a blog or of a business is so important. And if you don’t jump on the train, expect your business to tank in a year. It’s just the way the world works now. Claim that Twitter handle now!
How do you think the digital age is influencing fashion and business? How necessary is it?
The exciting part about digital space is that brands are having so much more fun being a part of a digital age. There’s no more traditionalism. It’s about being the NEW, the HOT SHIT, the BEST at whatever it is they do. And they can do that in 5 seconds depending on an approval of a tweet, a Facebook post, a video or photo album. The evolution of the internet has given us a voyeuristic vantage point, both as a consumer and a brand. So now any brand can become the new HOT SHIT simply by evolving their social footprint. Pretty fucking cool.
As a fashion-driven consumer, what advice would you give to to brands in regards to their use of social media marketing? How much of it actually convinces you to purchase?
Be real. Oh man, be sooo real. All a consumer wants is a pretty truth. Denying a consumer of value in a beautiful space is like telling the consumer they don’t matter enough. Working for JWALK has helped me see the side of brands - What they need, what they want, what they crave. I get to help them tell how to communicate to my generation, an ever-consuming generation. I don’t care what it is, if you have a smart angle with a social perspective, I’ll buy whatever it is you’re selling me.
How would you define Smarter Commerce?
Smarter Commerce to me means being able to differentiate between the shit and the real thing. As a digital consumer, we’re fed things all day long, whether on our Twitter feed or via a friend’s facebook post - especially in a blogger space. We’re fed things all day long. But being able to see the pure identity from the brand to a completed purchase would be considered a successful campaign. And if you can convince a consumer to purchase whatever product or service you’re offering with a pure identity, it’s a golden egg. For consumers, it’s about being knowledgeable of what’s out there, the history, the reasoning, the purpose.
Images via Profresh Style + tumblr
like what you see? link up with christina by checking out profresh style here: