Op-Ed: Lucky FABB Conference
by ATFDC Contributor Kelsi Zimmerman
In today’s society where you can connect to the internet faster than you can even read the title of your favorite print magazine, reading, whether it is your favorite James Patterson novel, the daily local news or the September issue of Vogue, is primarily done on a computer, ipad, iphone or kindle screen.
With these rapid developments and changes occurring in the publication world, Lucky Magazine; an international shopping and style magazine who claim to be the “Ultimate Shopping Guide”, chose to take the “if you cant beat ‘em, join ‘em” route. Not only does Lucky offer an online subscription to their monthly publication, but they also just finished holding their Lucky FABB Conference in New York just last week on September 5th to kick off Mercedes Benz Fashion Week Spring 2013.
The Lucky FABB Conference which stands for “Fashion and Beauty Bloggers” was a conference held for 300 ticketholding fashion and or beauty bloggers in the Big Apple to learn from a variety of the Fashion Industry’s most successful editors, entrepreneurs and names-behind-the-brand on how to make blogging a career. Brandon Holley; Lucky Magazine’s Editor in Chief kicked off the event followed by keynote speakers such as Enterprise Woman -Rachel Zoe and Lauren Conrad plus various fashion and digital editors from the Lucky Magazine staff.
Throughout the speeches given by the various industry professionals, the conference mainly focused on a few key points for up and coming bloggers: how to take something small and create something major by diversifying their content strategy, connecting fashion and technology and how to amplify their brand. (And of course after all of the material was reviewed- free makeovers, cosmetics and cocktails were given out in true Lucky fashion.)
Now, considering blogging is done primarily on the internet through a portal that hosts the individual’s blog, one would think the market of fashion/beauty blogging would be a major competitor for Conde Nast International’s Lucky Magazine, and all other fashion magazines that were originally only print media sources. So why would Lucky Magazine want to educate their competitors in a society that is already causing even more difficulties on the lifespan with each monthly edition that comes out? To gain even more of a competitive edge against other international fashion publications of course. Lucky Magazine is simply taking their own advice that they preached to bloggers at Lucky FABB- taking something small and creating something major by diversifying their content strategy. Why try to fight the emergence of internet fashion and beauty bloggers when their existence is inevitable especially, especially in a world where internet is so accessible and if they stylish literature is free-of course it will get circulated..rather, Lucky has chosen to embrace the emergence of internet and fashion beauty bloggers by not only hosting the education opportunity of Lucky FABB but by creating their “Lucky Community” on Lucky Magazine Online, which is an opportunity for aspiring industry professionals to collaborate with other fashion lovers, gain exposure of their stylish point of views and to be “lucky” enough to receive access to contact Lucky editors. Through the Lucky Community, Lucky Contributors can submit pieces to be featured on Lucky Online while also connecting their Lucky Profile with their own personal blogs as a way to also submit fashionable pieces.
Ultimately, what may appear as Lucky Magazine setting themselves up for an even fiercer competition from individual beauty and fashion bloggers through educating them with the most impressionable industry professionals as teachers- Lucky Magazine has strategically planned to not only use Lucky FABB and their Lucky Community to educate and help bloggers become more successful, but to also bring together the thoughts and styles from the world of fashion as a whole through the connection of a major fashion publication. They surely are gaining the marketing advantage of creating closer relationships with their readers as well as implementing their brand image even more, because I mean after all, how can a magazine be considered the “Ultimate Shopping Guide” if it doesn’t have input from the fashionistas who make up the various demographics that they are circulating to?
So, as far as the online publication trend Lucky Magazine has conquered with Lucky Community- DC’s fashion scene already has that down pact- with us, duh- All Things Fashion DC. But is there any convention or opportunities for aspiring fashion and beauty writers, bloggers, editors or industry professionals in general to gain knowledge on how to make the most of their stylish thoughts right here in the Nation’s Capital?
Well- not specifically just for bloggers, but a broader educational fashion opportunity will be coming to the Washington Convention Center on October 20 from 2-8pm. WDCW-TC/DC50 and Maggy Francois’s fashion show production company presents The Washington, D.C. 4th Annual Fashion, Beauty and Lifestyle Expo, hosted by America’s Next Top Model’s runway coach J. Alexander or “Miss J”.
Miss J will be presenting Fashion and Beauty related educational seminars, free makeovers, hourly fashion shows, and meet and greet sessions with local and national beauty and fashion industry professionals. Not to mention looks and collections being displayed from various local DC area boutiques and fashion retailers. A good start for a city’s whose fashion scene used to only get recognized for the black suits worn by secret service detail, right?
A 21 year old Maryland Native and Senior Fashion Merchandising major at Stevenson University fashion has consumed Kelsi’s life from a young age and continues to as she travels to experience the fashion scenes from various cities across the world. Kelsi is thrilled to be back in the DMV and help bring to light the rising fashion scene right here in DC.