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Irma Martinez Turning Fashion Styling Business into an Empire

It's not just about dreaming big (but it helps).

 

Irma Martinez is the biggest Latina stylist working today—from the album and magazine covers with stars like Pitbull and Sofia Vergara to the Latin Grammys to the Latin Billboard Awards, she's done it all. But decades ago, when she was laid off from her job working in public relations (and eventually the wardrobe department) at a national Spanish-language television network, the role of "stylist" wasn't an option because the job didn't exist yet—at the time, stars typically dressed themselves with the help of their managers or agents. Martinez knew if she wanted a big job in fashion she was going to have to carve her own path. "I started making some calls to producers. At that time they didn't even call it a 'stylist'—but I said, 'If you need wardrobe for anything, call me and I can do it for you.'"

And call they did, allowing Irma to build Trendy Group., a Miami-based styling company she runs with her husband and business partner as vice president, which, among other things, focuses on styling artists and stars for large-scale events like awards shows and magazine covers, mostly within the Latin community. She also recently released a styling guide called El Manual Del Estilista, opened a styling school called Trendy Academy, and was named a part of Activia's "It Starts Inside" campaign celebrating female trailblazers making a mark in their fields.

You Tube Star Stella Rae Inspires Millennials

 

 

Inspires Millennials to Follow Their Intuition and Pursue Their Dreams - Without a College Degree

 

The millennial generation's office space looks less like the traditional 9-to-5 cubicle work places and more like flexible schedules from the comfort of their home. Less and less young adults feel the need to go to college, yet the millennial generation is thriving in new job markets, such as YouTube. Why is this so, and how are 18-year olds inspired to follow their dreams and pursue online careers, such as being a YouTuber full time? In an interview with Stella Rae, YouTuber, and social media influencer, we uncovered the drive that enables fresh high school graduates to pursue their entrepreneurial dreams.

Stella Rae is an 18-year-old beauty and lifestyle vlogger, living out her dreams of being a full-time YouTuber in Los Angeles. Sitting down for the interview, she smiles wholeheartedly and seems to radiate the exact same positive energy as in her videos. If you've seen any of her uploads, you know just how authentic she is and how her honesty shines through. She has absolutely nothing to hide, everything to share.

She tells us that she has been making videos since she was ten. "I could share my life and things I was interested in with the rest of the world. I got into makeup and fashion and then I turned vegan so my videos became more centered around that. So, it's really like a reflection of how I've changed and grown up."

Lauren Conrad Wore So Many Headbands On The Hills


Calling all Lauren Conrad fanatics: On Thursday, you'll be able to shop the reality star turned lifestyle blogger and fashion designer's sophomore LC Lauren Conrad Runway Collection for Kohl's. "I love designing a second collection, because you know so much more; it's great to see what customers responded to, and what they want more of. I learned that my customer really loves a moto jacket, so we brought it back in three colors." Conrad calls her second Runway designs "more elevated, with more luxe fabrics and more fashion-forward silhouettes; and moodier, deeper tones. The first collection was more bright, light, and ethereal." (The Runway line is pricier than her LC Lauren Conrad collection, also at Kohl's.)


Some of us who go way back with LC (via our TV screens, at least) — if you got acquainted during the mid-aughts Laguna Beach or The Hills years that made the SoCal teen famous — will remember there were some timely trends she wore that were enviably fresh AF back in, say, 2005. Conrad indulged us in a trip down memory lane in terms of her small screen fashion choices from back in the day: "There was a lot of camis. So, so many camis, and I wore a lot of shorter-than-capri-length denim — almost more of a pedal-pusher-length," Conrad said. "I'm really into cropped styles now, but I wore a lot of mid-calf denim. I definitely don't need that to make a comeback."

Chanel Iman Versus Hawaiian Mosquitoes, A Battle


When said out loud, "Fashion Week" has a double meaning — and for anyone who's ever been a part of all the action, feeling weak is not only par for the course, it's often the reason we love fashion to begin with. So, in honor of the moments of chaos, beauty, and excitement that made us feel weak, we present My Fashion Week-ness,a compilation of accounts from some of the industry's biggest players. They're spilling their most memorable stories from Fashion Weeks gone by and the ones that keep them coming back for more.


Chanel Iman is one of those models who was just born to do the job. Though her name pretty much says it all, we didn't really know it until her appearance on the Tyra Banks Show in 2007. After that, the model went on to cover Teen Vogue alongside Karlie Kloss and Ali Michael, star alongside Joan Smalls in a Beyoncé video, and the rest is history. It makes sense, then, that Iman knows fame like the back of her hand, and how to deal with its ups and downs.

Photo Credit - Depositphotos.com

You're reading Entrepreneur India, an international franchise of Entrepreneur Media.  Fashion Industry has transitioned to becoming digital-centric. Most retailers finally sailed through the first stage in e-commerce retailing by setting up visually appealing online versions of stores, integrating payment gateways and offering efficient delivery logistics.

Over the next two years, there are several areas where technology will help ease online discovery and conversions. Technology will make it easy for consumers to go from inspiration to purchase. Customers see a lovely handbag at a party and technology will help them find it. They might like an item but can't afford it. There will be tools that can help them find something similar and economical Technology will provide answers for questions like:

Can I get real-time guidance on creating outfits from individual items?

Can we solve the eternal question of "What should I wear today"?

Can I get real-time opinions from their friends whether something suits me?

Can a fashion guru help style me every day?

Work at the intersection of fashion,
science and technology is leading to some very interesting possibilities.   Here is what you need to look out for-

1. Visual Search going mainstream (Find me something similar)

Computer vision as a technology is not new in fashion industry, but it is finally going mainstream with heavy weights like Macy's, Nordstrom, Target and others, using visual search in their apps and websites. Visual search uses color, shape, size and proportions to find similar items. This offers an advantage over keyword-matched search, in which results are only as good as the searcher's ability to describe an item. Retailers are experiencing increased click through and ROI's are driving rapid adoption of this technology.

2. 'Fit' becoming critical (Will this fit me well?)

Product returns are one of the issues online retailers are battling with. Tools that enable sizing will be a big trend such as augmented reality enabled Virtual fitting rooms, 3D body scanners; Software tools that compare sizes across brands, creating avatars and sizing them are some of the approaches being used by the e-commerce players.

3. Advanced machine learning becoming an integral part of fashion technology (Personalize feeds and remove clutter)

Of late the focus of fashion industry has shifted to anticipating and predicting what the shopper is looking for. And the true context can be achieved only by delving into the next frontier of technology-artificial intelligence and machine learning. Companies are moving away from using simple statistical analysis of historic data and are using AI, specifically computer vision and deep learning to study unique tastes and predict and personalize recommendations at an individual level.

4. Digital assistants styling shoppers

Wouldn't it be nice if you could have a perfect digital stylist, monitoring your closet? Suggesting what to wear based on your calendar, recommending appropriate clothes from your favorite stores? This is what we can expect to see in the near term.

5. Wearable technology

With the Apple watch leading the way, we can expect fashion accessories to double up as smart devices. These devices will track information based on your location, body temperature, body motion etc. and will take intelligent decisions based on the data processed. Some of these devices may not even need a physical interface for user interactions. There is research to make smart fabrics based apparel but that will take a few more years to get to real usage.

6. Big Data or is it My data.

Technology is changing how the fashion industry makes decisions. With real time analytics they give actionable data that many companies currently use to make purchasing and merchandizing decisions.

In 2016, we will see industry focusing on Micro aspects of Big Data. Instead of just using "those who bought this also bought this" they will explore both Meta and visual data points to make meaningful recommendations.

Information will be gathered from their posts, images liked, shopper behavior, their closets, celebs followed etc. It will be interesting to see how all this information will be digested to get meaningful insights. There are exciting times ahead for technology development in the fashion industry and we are looking forward to see it unfold.

Rajesh Kumar - Rajesh is responsible for the product architecture and management. A seasoned professional, Rajesh has extensive experience in building search and big data platforms. His interest to build and scale new products has witnessed him create a javascript multi player game called chowka-bhara in 3 days. He has developed around 20 prototypes and 4 full - fledged products.

Entrepreneur 2016

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