From Drab to Fab: The Grunt Work Behind the Glamour in the Creative Universe
BY MELODY TAVITIAN-PARRA ~ POSTED IN: BLOGS, COMUNIDAD, SEÑORITA CHIQUE ~ APRIL 15, 2011
Up until now, I have primarily focused on the Latin trends sweeping the oh-so-unique style that characterizes Latin Fashion. However, this week I would like to touch upon the $ that makes this innovative art form possible- oh yes, ladies and gentleman, the business side of not just the Fashionista world, but the creative universe of advertising!
When we look at a Calvin Klein Billboard or an Alexander McQueen Ad Campaign, what holds your attention? What makes us fall in love with that brand? Over the past weekend (4/9-4/10 ’11), Burbank’s very own Woodbury University explored such questions as exactly how social media factors into the stratagem of Public Relations and Marketing.
The university played host to Retail Camp, a two-day conference consisting of workshops and presentations focusing on media outlets. The topics covered in this interactive congregation included marketing, public relations, and social media. Now, at a first-hand glance, the purpose of this affair is to “bridge the gap between the fashion/beauty/lifestyle industries and the technology industry,” yet it becomes an especially telling occasion when considering how this event serves as a marker of not only the Latin community’s influence on the L.A. fashion tableau, but the incredibly successful entrepreneurs propelling the clothing craze and stylish innovations!
One of the key speakers of the event was Mr. Guillermo Zalamea- the Owner of HL Group- who runs the marketing company’s L.A. division. Mr. Zalamea’s accomplishments are indeed impressive, for prior to his present position, he held the titles of fashion editor at Esquire Magazine, Director of Public Relations for Giorgio Armani Spa, and Senior Director of Public Relations/Marketing for Polo Ralph Lauren. And look at him now: he stands as the product of perseverance, innovation, and creativity. Mr. Zalamea represents the Latino who not only turned a dream into a reality, but into a compelling triumph!
One of Retail Camp’s major goals is to discuss how the business of Marketing and Public Relations needs to adjust to and employ the social media currently revolutionizing the way we look at advertising. The first day of the camp welcomed the Retailers and Entrepreneurs of the Fashion/Beauty/Lifestyle world and served as a sounding board as to how they were making use of networking forums such as Facebook, Twitter, and Blogging in order to expand their business ventures. The second day of Retail Camp consisted of members belonging to the opposite pole: the bloggers themselves and what they consider their role to be in this technological revolution sweeping the advertising realm.
Now, where does Mr. Zalamea come in? As one of the main speakers, Mr. Zalamea speaks not only to the future of marketing- in the sphere of Fashion or otherwise -but to the future of Latin entrepreneurship, for he acknowledges, endorses, and employs the revolutionary tactics sweeping his industry. Previously a student such as ourselves, but now a master of his craft, we would all be smart to steal a page from his book: it’s about knowing your business and the novelties weaving it, but most importantly having the endurance, foresight, and courage to evolve yourself as an entrepreneur alongside the current characterizing the future.
So aspiring fashionistas, writers, designers, actors, musicians, poets (sorry if I left any out!), remember that as a member of the Latino minority -or any minority group for that matter- life is a resounding victory as long as you choose for it to be, so be bold in every decision you make and ride that wave to the top!
When we look at a Calvin Klein Billboard or an Alexander McQueen Ad Campaign, what holds your attention? What makes us fall in love with that brand? Over the past weekend (4/9-4/10 ’11), Burbank’s very own Woodbury University explored such questions as exactly how social media factors into the stratagem of Public Relations and Marketing.
The university played host to Retail Camp, a two-day conference consisting of workshops and presentations focusing on media outlets. The topics covered in this interactive congregation included marketing, public relations, and social media. Now, at a first-hand glance, the purpose of this affair is to “bridge the gap between the fashion/beauty/lifestyle industries and the technology industry,” yet it becomes an especially telling occasion when considering how this event serves as a marker of not only the Latin community’s influence on the L.A. fashion tableau, but the incredibly successful entrepreneurs propelling the clothing craze and stylish innovations!
One of the key speakers of the event was Mr. Guillermo Zalamea- the Owner of HL Group- who runs the marketing company’s L.A. division. Mr. Zalamea’s accomplishments are indeed impressive, for prior to his present position, he held the titles of fashion editor at Esquire Magazine, Director of Public Relations for Giorgio Armani Spa, and Senior Director of Public Relations/Marketing for Polo Ralph Lauren. And look at him now: he stands as the product of perseverance, innovation, and creativity. Mr. Zalamea represents the Latino who not only turned a dream into a reality, but into a compelling triumph!
One of Retail Camp’s major goals is to discuss how the business of Marketing and Public Relations needs to adjust to and employ the social media currently revolutionizing the way we look at advertising. The first day of the camp welcomed the Retailers and Entrepreneurs of the Fashion/Beauty/Lifestyle world and served as a sounding board as to how they were making use of networking forums such as Facebook, Twitter, and Blogging in order to expand their business ventures. The second day of Retail Camp consisted of members belonging to the opposite pole: the bloggers themselves and what they consider their role to be in this technological revolution sweeping the advertising realm.
Now, where does Mr. Zalamea come in? As one of the main speakers, Mr. Zalamea speaks not only to the future of marketing- in the sphere of Fashion or otherwise -but to the future of Latin entrepreneurship, for he acknowledges, endorses, and employs the revolutionary tactics sweeping his industry. Previously a student such as ourselves, but now a master of his craft, we would all be smart to steal a page from his book: it’s about knowing your business and the novelties weaving it, but most importantly having the endurance, foresight, and courage to evolve yourself as an entrepreneur alongside the current characterizing the future.
So aspiring fashionistas, writers, designers, actors, musicians, poets (sorry if I left any out!), remember that as a member of the Latino minority -or any minority group for that matter- life is a resounding victory as long as you choose for it to be, so be bold in every decision you make and ride that wave to the top!