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Altuzarra, Proenza Schouler on How the Internet Is Affecting Young Brands


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is the Internet affecting brands like Altuzarra and Proenza Schouler? In Interview, Anna Dello Russo asks the former: "You’ve only done four collections and already you’re more popular than Tom Ford. How do you think that happened?" Altuzarra laughs, replying: "I think it’s because of the Internet. You can build a brand very fast now, especially with bloggers and how fast images can get out — the message just goes out faster and stronger than ever before. But what I’m trying to do is something consistent every season, something strong. And I try to be nice — most of the time."

And Shirley Cook, chief executive of Proenza Schouler, tells the New York Times that because of the Internet, consumers are not as stuck on one label, and designers to need to create distinctive products worth the asking price, like Proenza's $375 striped tees, which sell out every season. “It’s actually forcing the designers to be the leaders in fashion again . . . The Internet has brought a wealth of information and also boredom. All those blogs and new ways to dress and shop. For me, it means we have to be much more on our game.”

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