| Tanya Braukamper - Fashionising.com |
| Articles - Entrepreneurial Inspiration |
 Tanya Braukamper Editor of online fashion porthole Fashionising.com Fashionising.com has become one of Australia’s most recognised and most well known fashion communities, what year did you launch and what was the initial inspiration behind it? Fashionising.com was born a few years ago, created by four people who recognised that the world was changing and that fashion would become increasingly bottom up; that is, that consumers would start to set the trends as opposed to just the designers. We believed in fashion becoming more social and more driven by consumers who are passionate about quality and aesthetics. How many other people work or contribute to the fashionising site? Three others primarily – but as fashion social media we also have a fantastic community who contribute to aspects of the site on a daily basis. Have you always worked within the fashion industry? What is your background? My background is actually in technology with a particular focus on analysis, hence Fashionising.com’s strength in fashion trends. How many hours a day would you spend working on fashionising? Anywhere from 3 to 300. Well, ok, not that much! But it really depends on what’s happening at the time, when we're heading out to all the fashion weeks across the year things get pretty crazy. What is your most enjoyable and least enjoyable aspects of your job? Most enjoyable: getting invited to fantastic events with great people. Least enjoyable: getting invited to fantastic events with great people… where I end up standing next to Miranda Kerr. She's far too perfect! :) Where do you source your fashion inspiration from? I’m inspired by lots of things from current-day runway collections and magazine editorials, to classic films and books – anything that stirs my imagination. What would you say are the most unique or best things about the fashionising website which set it apart from other fashion sites? I think one of the best things about Fashionising.com is that it’s highly curated. There’s a lot happening out there in the world of fashion. There are hundreds of micro-trends, thousands of pictures, millions of pieces of news. We cut it down to the most important and the most influential. Our analysis backgrounds also mean that when we do curate content, we’re featuring the most important fashion trends for the coming seasons in a way that makes it easy for people to participate in them, long before any other sources (digital or print) have come up to speed. Do you think Australian Advertisers are a little behind the rest of the world in realising how important online marketing is or do you find that they are on the ball here? They’re not being as creative as their foreign counterparts nor are they integrating their ads with content and social media sites as well, but they are beginning to rely on the medium just as heavily now that their audience is using it 100%. What many don’t quite yet realise is that a site like Fashionising.com not only allows them to reach a large number of people, but to get their message out to an 100% focused and dedicated demographic. What fashion trends are you loving for this Summer 09/10? I’m loving the new interpretation of sportswear as streetwear. We’ve noticed this trend towards tomboyish dressing as a completely understated and effortlessly sexy look. A little more out-there are hot pants for Spring - – daring yes, and of course there will be disasters. But when it works, it can be knock-out. Do you purchase print magazines and which ones? I’m not religious about any – if a magazine does something really wow in a given month I’ll be persuaded to grab a copy. So it may be anything from Vogue or Tatler to Lula or i-D. Best business advice you’ve ever been given? There are no mistakes, only lessons.  www.fashionising.com |
