This is the archived SXSW 2012 schedule. Please see the current schedule here.

The Fashion Fog: Redefining Content & Commerce

#sxsw #FashionFog

Commerce and content have never been so intertwined. Fashion editors are jumping ship from magazines to join leading e-commerce platforms, while editorial destinations are introducing local deals and e-shops left and right. But does content really generate commerce? What do social shopping and style sharing apps, YouTube's haul community and digital influencer-focused affiliate programs say about the way consumers are spending their time and their money?



Alisa Gould-Simon Dir, Mktg & Communications Pose

Alisa Gould-Simon is the Director of Marketing & Communications at Pose, the leading mobile style community. Before that she founded the consulting agency, The Rackit, and the network for women working in fashion in New York City, Fashion Funtime. She is a fashion and culture journalist and her work has appeared in the New York Times, the Wall Street Journal and the Guardian among other publications.

Allison Kellman Sr Prod Mgr ideeli Inc

Allison Kellman is the Senior Product Manager at ideeli, a leader in the flash sale space and named the 2011 fastest growing company in the U.S. by Inc Magazine. There, she leads the roadmap for customer-facing initiatives and optimization strategies. Before that, she was the Executive Producer, Digital for All Day Everyday, where she focused on the production and digital distribution of commerce-related lifestyle content for brands such as Nike and DKNY. Previous to that she was the Product Manager for, where she developed ShopSense, a revenue-sharing program for editorial partners built on the ShopStyle API and led key partner integrations with sites such as

Claire Mazur CEO Of a Kind

Claire’s first foray into the fashion industry came at age 16 when, after a chance encounter with Donna Karan, she landed a summer internship at DKNY. Claire’s AOL screenname at the time was DKNYClaire, so this was a really big deal. During college at University of Chicago, Claire shifted her focus to the arts more broadly, studying art history and eventually obtaining her masters in arts management from Columbia University. After spending several years working for art collections and organizations as well as individual artists, she saw an opportunity to assist designers as she had artists, creating innovative ways for them to share their work with a passionate, engaged community.

Erica Cerulo Pres Of a Kind

Erica grew up in Peoria, Illinois, and relied on magazines to get a fashion fix in a place that wasn’t exactly the style capital of anywhere. During her time at University of Chicago, she discovered her love of editorial, and, with plenty of internships under her belt, made the scary move to New York, landing a job at Details magazine and spending five years there as an editor before making the transition to Lucky. During her tenure in print publishing, Erica became inspired and excited to tell the stories of designers in a new way and in a fresh environment. Her writing has also appeared in The New York Times, InStyle, Good, and ReadyMade.

Lauren Sherman Exec Editor of Conde Nast Lucky Magazine

Lauren Sherman is the Executive Digital Editor of She writes, edits and guides the content of the site and other digital products. She joined Lucky from where, as Executive Editor, she led the top independent fashion news site in the US. Previous to Fashionista, Lauren was a reporter at Forbes covering luxury goods and fashion. Before Forbes, Lauren was the online editor at London-based Quintessentially. She has also contributed to Forbes Asia, Businessweek and Stylelist.

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