#WebCream: the day Zara had fashionista insumers

by Laurent François

Paris, 7pm in the Zara store, on Rivoli Street. A Saturday in March.

Fashionistas are there with their crews. They test trendy denims, trousers, shirts etc.

The music is good…and some girls are alone, in the fitting room. No matter but…But most of them have a smartphone, an iPhone. And they shoot themselves, share the pictures on Facebook, through email, through messengers.

Something had changed.

The fashionista could have seen this video before going shopping:


Charly, une modeuse-blogueuse au Forum des Halles !
envoyé par notreforum. – Regardez plus de courts métrages.

She could have compared her thoughts and desires with Charly on her blog to deepen the conversation.

She then could have organised an event on Facebook to go shopping and warn her friends that she needed them to chose her new clothes.

Her friends could have told her that they had found the same denim on an online retailer but with a special offer.

Nonetheless, the Fashionista could have wizzed them and could have claimed that she still likes impulsion, intuition.

Her friends commented it several times on her blog.

I feel like social media became just a little bit more social real this year.

One Comment to “#WebCream: the day Zara had fashionista insumers”

  1. As a marketing professional, I think the way young (and less young) people use social media is really interesting. An incredible source of information for consumer goods and services companies (as the recent Morgan&Stanley's 15 y.o. "consultant" demonstrated it with his note, visit http://industry.bnet.com/advertising/10002951/boy-15-writes-morgan-stanley-analyst-note-on-ad-trends-execs-lap-it-up/)

    On a personal standpoint, that is sad to see so many people have developped a boulimic consumption of clichés and mass-products and publicize it on the web to everybody. And they believe that is making them happy, that it is giving them an identity, a personnality. I just see tons of young girls and boys willing to look like tanned and anorexic stars that only serve as fashion puppets.
    I must say I am afraid to see this virtual and illusory life taking so much importance in the life of millions of people. People unhappy in their real life and creating an image of themselves on the web, a new "them". Life is out there, not in front of a screen.
    Honestly I am even surprised to say these kind of things, I don,t want to look too conservative and pessimistic… As opposed to what lot of people believe, I just don't think technologies will make us happier or better.

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