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What is NFC? NFC是什么？NFC means “near field communication” system.

NFC Technology

powered by 360Fashion Network

由360时尚网络提供技术支持

1、What is NFC? NFC是什么？

NFC means “near field communication” system. It uses an RFID tag and a built-in mobile phone reader to pass information between objects when touched together. An example of NFC is when people scan their Beijing metro card to enter the train area. The metro card uses an RFID chip to pass information to the metro card and allow the gates to the train area to open. The most common form of NFC used in fashion is to track freight on clothing items or shipments to protect against lost or stolen materials.

NFC是指“近距离无线通讯”系统。当两个物体相接触，它使用一种射频身份识别标签和一种嵌入手机的读码器，将信息从一个物体传输到另一个物体上。举个例子，当人们在乘坐地铁的时候刷卡进入，“一卡通”内就有一种射频身份识别芯片，它可以把信息传输到“一卡通”中。从而刷开地铁的闸机门。在时尚界， NFC功能普遍用于记录服装或者货物的重量，防止物品遗失或被盗。

2、How to use NFC and the ESMOD Technology Textile Collage? 如何使用NFC和ESMOD科技纺织品拼贴画？

a. Using the phone provided touch the phone to the fabric on the wall. 请使用所提供的电话接触展示墙上的纺织品。

b. The phone will vibrate and ask if it should display the information, click YES 电话会发出震动声并询问是否需要显示信息，请点击“是”。

c. The name of the fabric and information will be displayed on the screen of the phone. 电话上会显示出纺织品的名字和相关信息。

 

3、How can I use NFC in my business? 我如何在经营中使用NFC?

NFC can be used inside physical stores to download coupons and discounts from posters, create check-in areas for VIP guests, or link to additional information in the store environment. It can encourage new customers to come inside and try new collections, download an app to the mobile, or watch a video. NFC is useful because it is a 2-way communication and can be used in customer loyalty programs and events.

在实体商店中，您可以使用NFC下载海报上的优惠券和促销信息，开辟VIP客户登记区域，或者连接更多的商店信息。这样一来，能够鼓励新客户走进商店体验新品，并且用他们的手机下载应用程序，或者观看一段视频。由于NFC运用了一种双向通讯模式，所以它也可以用于增加客户忠诚度的项目和商业活动中。

Innovation Table from Innovation Days Holland

Appledorp, Holland -- Sometimes you just have to be the round peg in the square...table. Last year I gave a speech at the Tax Government of Holland's Innovation Days Conference. A conference designed to inspire the 40,000 employees at the tax office in Holland to get innovative. Unfortunately, only about 1000 employees come to the conference...and I guess it's because all the rest somehow don't believe in waking up from their comatose state. The managers and the CTO all want everyone to come, but it's a long road ahead to motivate their staff. 

The conference was so great that I actually went back the next day and talked to more people. It's just like that, you can sit there and decide to just "do you job" or you can rise up yourself, meet the call, and give more than you have to in the situation. So I did, because they inspired me! I really felt that the leaders were wide awake...I could see it in their eyes! So I went back the next day even though I didnt have to, sat in a corner and anyone who wanted to come and talk to me I would talk to. I had a group of about 20 people around me and we were all discussing about technology, innovation, and the challenges they had to step out of their safe holes and get into the program. What program? Well the tax office offers 5000 euro to any employee that wants to innovate. It can be a trip around the world, or start up a project--anything that will in the end result in them creating something new. They have to apply and be approved, but sadly again, out of 40,000 employees only 17 applied and only 7 people actually followed through into the program!

I talked to the people who were around me, some were thinking about getting into the program, some were already in the program. The ones who were thinking about getting into the program mostly were afraid of failing, or afraid that their idea was not yet totally formed. I explained to them the concept of "pivoting" that my friend Ali talked to me about...that as you move towards where you think your company should be going, if you find that it's not working, you just have a look at what IS working, and move in that direction--ie you pivot the company in that direction and keep going. 

Often times I liken being a good entrepreneur or CEO to the speech that the CEO of Pepsi gave to the Yale entrepreneurs program. She said that being a good CEO was like being the captain of the ship and it is the job of the CEO to be the visionary...to see farther than anyone else into the future, and then to steer the ship in that direction. She said that it's really hard because the other members of the crew cant see that far to the "land" so to speak, and may not even believe that there is land in that direction! So the job again of the CEO is to convince everyone to row in that direction before they mutiny.

Anyway, I just shared with them my thoughts about this and what I learned along the way, and encouraged many of them to get into the program. It was a great day.

So how does this relate to the picture of this desk? Well, on the way to the conference I was told to stop and get a piece of wood. So I picked up a gnarly stick, which was not really what the organizers had in mind but I insisted! Everyone that brought a piece of wood went to the carpenter and he then would put it on the table. I said that sometimes an organic piece of wood placed in a certain way, was just what you needed in order to "disrupt" the perfection of all that perfectness.

And here it is. They actually followed through, put the piece of wood exactly where I said it should go, and this is what it looks like. It's really awesome that they did it!

CHIC 2012 & 360Fashion Network "Fashion & Mobile" Exhibition

Beijing, China -- Another big step forward and a dream realized for me. I have always wanted to build a big exhibition for the fashion industry to show how to use mobile technology. I was honored and excited when the CHIC Fashion Expo asked me to create a 800 sq meter exhibition about Fashion & Mobile. I decided to make it really simple with 4 walls and on each wall 1 technology that is advanced but able to use today, in order to clearly teach how to use it.

I wanted to make the walls much higher than 4 meters, but there were regulations on how high you can go, but the main feeling was I wanted these big walls (8 meters) and tall walls, first to make people feel the size of technology, how bit it is and how it really is so important to us today--there is nothing without technology really that we use in this day and age. I wanted also to keep the walkway open, as this is the first area after the gates to enter the exhibition. I wanted everyone to pass through it, not go around it as I noticed people did in the past years of CHIC in this space. I wanted it open, white, big, and like a museum effect, so as to catch people's attention in their busy rush to do business. So they would stop for a moment and learn something. 

It was a great success as you can see from the photos, many people stopping, trying, learning.

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China Fashion Week 2012

Beijing, China--Castings, Castings, and more castings with 180+ girls--how to keep your body, mind, and spirit in tact?

Take a book!
User your mobile phone to learn some Chinese to charm better the clients!

Bring water, celery, and some homework!
Watch that video on your iPad that you never get to see!
Contemplate the sunshine!

Think about your next moves and remember that it's all about E-N-E-R-G-Y! Don't let those castings sap you!

China Fashion Week 2012

Beijing, China -- Sometimes you are just different and there is not one other model that looks like you on any of the castings or on the runway. Take heart! This is to your advantage but it may seem like it's not. Your hair is short and you are cute, but all you see is girl after girl with long hair and bland face taking the castings. Do not loose your strength or courage! You have actually more chance than the others because the very high quality clients will see your value and want something different. It may seem as though you do less, but for every one job that you take--it will equal 5 of the others and your book will grow and flourish with high quality photos. You will stand out on the runway and photographers and the industry will see you and remember you more. When they want that extra special look--you will get the call and there will be none to copare against you.

You are special and special has it's cost--you are not for everyone--you are only for the few. As your book grows with the "few" then you will become in more demand as the rest of the brands are followers and have no vision--it's why they play it safe and bland. You will capture the market with your winning personality and your smile knowing that you are a diamond in the sack of potatoes.

China Fashion Week 2012

Beijing, China -- China Fashion Week 2012 castings are under way and the days are very very long. Taking a break and having a little meditation in between to keep your positive attitude is essential. Take a moment by yourself, away from the complaining and any negativity, sit in the sun if there is any, or close your eyes and imagine yourself walking down the runway. This will surely help you shine out against the fierce competition.

China Fashion Week 2012 Castings

Here we are again...China Fashion Week...I mean, Mercedes-Benz China Fashion Week is starting to cook up castings and the name of the game is waiting waiting waiting. No more eating after 6pm and its definitely time to get serious about that Tracy Metamorphosis DVD. The pressure is on and the heels are reaching for the sky. Some tips to remember so you dont end up depressed like these girls:

1. Use every opportunity as practice
2. Watch the Chinese girls walk--they have had a lot of training
3. If you are short, don't sweat it, when the other girls are working all day just imagine all those catalogs will be without competition

4. As soon as you wake up--stretch up, no matter how tired you are, do not groan out of bed
5. Do whatever you need to do to keep a fresh positive attitude--it's your aura 
6. Don't let the other girls get you down, ban together, and support your roommates

Photoshop oh photoshop you are my friend

I used to feel that photoshop was not good in photos, but recently I've changed my tune slightly. You see, often these days photographers don't know how to really make light, so photoshop is their lighting tool. Who wants bad light? It would make anyone look ugly. Light is the key in a great photo to evoke emotions and paint the beauty of a person on film (or digital film). Just like Polaroid film or today's Instagram app, it softens the harsh lack of good light meters in mobile camera's. I think in some cases it makes the photo as we see it with our eye. Not in all cases of course, a lot of it is like oil painting to bring out the fantasy. Yet thank gosh for that magic photoshop cream--it certainly makes me feel beautiful and good about myself image....or that fabulous Instagram app.

Shooting Chique in Meili Style

It's always a great feeling when a client contacts you saying that you have been recommended for the job. Meili recently has put together a team of people who are performing top level work. Finding a stylist in Beijing is a challenge with an international eye so it was a great pleasure to work with Meili (http://www.meilistyle.com) and see her bring up the brand to a new level. It was also great to finally work with Chique. It's also great when a client tells you that they will be happy to use you again. All in all a perfect day!

Meeting Lisa Haydon and Sonny Caberwel two Indian top models at DLD Conference

The world is getting bigger and more global thanks to Burda Publishing and the stylish DLD Conference. This year they invited two top models from India to speak about the ever changing and emerging fashion market. Sonny has started a purely western India based online ecommerce store for his brand SherSing with massive success as is only possible in countries such as India, China, Russia, and maybe the USA because of the size of the markets populations. Sonny has teamed up with Lisa for the women's line and both are catering to the new Indian international customers. They say they are able to compete on price and quality by harnessing India's manufacturing market plus the insight into their own international experiences. Being an Internet company in an emerging market is not easy as they need triple protection (T1 line, cable, dual up, and 3G) just in case someone plows into one of their connection as they can't afford to wait two weeks for someone to come and fix it. Being in a market such as India requires hands on micromanagement so the two stay rooted in Bombay and Mumbai with only short trips to NYC. They will keep their international style for the brand but always have a twist to on the inside of Indian culture to remind them of their roots as they jet into the global future. Go model power!

Modaface and other makeup iPhone apps

Amsterdam, The netherlands -- I have recently been experimenting and looking into women focused apps of which there are not many. The modaface apps, although the best I have tried for putting on makeup, was difficult to use and after several times trying. I can not say that it is something I would use on a regular basis. However, not because they don't build great apps, as I said, they were the best I tried so far, but because I don't think the augmented reality is yet there from a technical point of view.

For example, the base (foundation) that made my skin look better, was a lighter color than I could ever wear in real life, however from a photoshop perspective it made me look better in the photo. Also, there was no concealer to hit my spots (yes too many dairy products and Beijing pollution). However, in the make up app and the beauty app were nice to use for the eye shadow trials. This was the best feature of the app and the blush. The eyeliner was a disaster and the mascara did not match up very well. I thought the positioning poi's worked best, because with the makeup app by modaface, I had to hold my iPad too close and at a downward angle to have my eyes line up in the eye circles. Also, the most impressionable eye makeup was the darker colors. What made it interesting was to see WHERE to place the makeup colors. This was really the point that gave me value that could teach me how to do it on my own.

The hair trials were a total disaster as you can see because they kept the face shape of the superstar (and I question if they have permission to use those superstar photos) and of course there was no short red hair or long for me!

Overall I think virtual makeup and clothes have a long way to go, but for sure modaface is the best app I've seen so far keep my attention.

Look #1 of the Outlet App by Net-a-Porter

As we lean into 2012, with savings on our minds, I turn my thoughts more and more into the Chinese way of sharing and making money circulate, I see more and more places where brands could reward their fans with points through promoting the products that they love and stand behind to others who can use them. In China, affiliate word of mouth promotion is a great business model that keeps the money circulating. As my company business manager said to me, "I don't mind to make a little money but from many sources." The same principal was presented to me by my social media partner regarding blogging in China, when he said, "We have an automated tool that spits out a lot of blog posts across many blogs returning a few clicks from every page."

My plan for 2012 is to focus on affiliate fees as I have seen this working very well in China on sites like Douban. It is my recommendation to Sina Weibo and RenRen to charge a small percentage on each transactions for ecommerce but let the setup integration be seemless and free for verified users to connect their online stores to their Weibo (Chinese twitter) accounts. I suggest Twitter to copy cat China with photo montage and ecommerce, along with allowing me to become voluntarily verified.

I plan to bring greater connectivity between content and ecommerce and help influence marketing flourish in the growing age of the economics of free that we are moving into in 2012. I am preparing a manifesto on what needs to be done for women in tech.

Yes, it's happening again, I'm testing another Net-a-porte app. This one is cool too if it can be posted to my blog and have the items be connected to the real items and I could earn an affiliate fee as a promoter.

I've been Karlified in 2011

I've been Karlified. I admit it, after meeting with the digital girls from Net-a-Porter in London, I have to admit I was curious enough on my iPad to try out the Karl app. On the second day of Christmas I donned my shades and put on a Chrisp Karl shirt to wish you a Happy Holiday season.

Karl by Karl Lagerfeld is available exclusively at NET-A-PORTER.COM from January 25. Prepare for the release by Karlifying yourself.

Girls in TechCrunch

Beijing, China - TechCrunch Disrupt Beijing Event - Women in Tech Coverage
I recently had the pleasure of being invited to the TechCrunch Beijing event on October 31-November 1st. It was quite epic as the French decided to participate in their favorite pastime and strike at the airport. I waited a lovely 8 hours until my flight, having woken up at 5am with no alert that there was a strike. I arrived half way through with a big luggage to the event. Trying to hide it behind the reception, I quickly made my way into the hall to listen to the presentations half asleep.

I quickly woke up as I saw a stunningly beautiful woman on the stage interviewing one of the speakers named Sarah Lacy. Confident, savvy, and with a dark red lipstick with long hair, she announced that she had just had a baby and had none the less left her family to attend to the TechCrunch Disrupt event.

During the break, I went to say "Hi" to some of the speakers and as I was over in the press section I started to see other beautiful, savvy, women walking around with clipboards and official TechCrunch badges. I approached one of them only to find she was not at all fierce and intimidating but rather lovely, kind, and helpful. As I thanked her for their invitation, I also mentioned how excited I was to have so many fashion focused topics to write about for 360Fashion Network's tech section. It was a surprize as 360Fashion Network has been so long the lone duck in that sector. She smiled at me and said that I should talk to another beautiful, sexy, woman typing furriously at her laptop who manned the fashion news on TechCrunch.

My head started spinning, asking what was going on here--there seemed to be no men heading up the TechCrunch Beijing event--I was finally surrounded by beautiful, smart, techy women! So hats off to Mr. Arrington, who as baggy-eyed as he is from lack of sleep, bad diet, and surely the attacks he's gotten recently from the industry, for hiring such accomplished, successful, beautiful, smart, women to man up his portal and work within his organization. For this, he's done an great job--I can even find it in my heart to forgive him for calling me a clown on TechCrunch reviewing my Anina Dress Up Game and insulting my CMO for wearing an above the knee skirt (Go Arrington for painting a positive image for women and supporting them in such a crude way--sarcasm). So how does it come that he has had such a change of perspective, a revelation to hire so many wiked girls?

I'm really happy not to be alone and wish those beautiful women to come again soon to Beijing and meet the fantastic techy Chinese CEO's and entrepreneurs over here. I hope they will also be at Le Web this year to meet again. Thank you also for having so much great food for our tech portal with all the fashion focused start-ups! Bravo! Keep going!

Read the reviews of the event here.

Le Web Dec. 7-9th, 2011 SoLoMo Theme

This year has already proven to be a big year in Fashion and Technology, with all the young women pitchers at 500 Startups this year, TechCrunch Beijing featuring fashion apps and companies, I am excited to see what Le Web will present this year for fashion, women, and technology services. Not to be missed, get your ticket now.

A Model's Plight: Chasing Down Tearsheets

Getting new photos in a models' book is one of the most important things to the career and evolution of the fashion model. The book is like a CV, showing all the work experience and "level" of the model. Clients looking at the model's book can understand if this model is a working model, if she/he has enough experience to handle the job, and of course, what they look like on camera. 

Many times models travel to a country and stay for 3 months, and then return to their hometown or move on to another market, leaving their past agents to collect any photos/tearsheets that they maybe have done, but had not published during their time in that country. This can often be a nightmare as agents have a new batch of girls coming into the country and have already forgotten about the last model. As their business is on turnover, they are not concerned with "the last batch", unlike in markets such as Europe, where the models may return periodically, Asian markets often have the models leaving and not returning again. So the question is, how does the model manage to collect their tearsheets?

First, as a model, try to get as much information about the client, the name of the client, or photostudio as possible. We all know it's not professional to take the contact information of the client, photographer, etc and may make your agent mad if you do so--they may think that you will work with them directly. However, in markets such as Asia, I would recommend most definitly to get the telephone number/email of the assistant, photographer, or the photostudio, and then if your agent doesn't follow up, I most certainly contact them. For example, I have been chasing these photos here for 6 months because I knew the shooting was so successful and great photos. Asking my agent repeatedly, he got no results for whatever reason. I finally asked him to give me the contact of the client so that I could try. The client finally gave me 3 photos from the shooting for my book.

Persistance. The only way is to keep asking your agent. Keep it in their mind--they have so many girls to take care of you will need to send them a reminder. If this is not successful, then go for the client and write them a sweet note thanking them for the job and asking if you could receive any beautiful photos from the shooting. If they were to ever ask you to work with them directly, you can simply refer them back to your agent for any job booking. This way you avoid any conflicts and return the client to your agent for work matters and you still get the photos for your book.

Models Should Support Young Designers

(Models viewing the ESMOD Beijing Mobile Event Guide sponsored by 360Fashion at the Fitting)

Many times in my career when I started, I worked for free for this exhibition of that upcoming designer, or this editorial for that big photographer. As I progressed in my career I had less time due to bookings, and passed through a period where I was no longer doing free things for anything, that's called the money making period: when you are hot, you have to grab it all. Then you come to the top of the piramid and you are financially stable, with your clients, and booking less but for more money. This is the stage where it's time to start your next life projects and thinking, and to give back. Never forget the exposure that xyz designer/event/magazine/photographer gave to you when you started, and now it's time to lend your name to support with attention, contacts, and notoriety the next generation.

I know some models just want to go to they gym or laze around in the sunshine (never!) all day dreaming lazy dreams of beauty, but it is in these moment that I promise you we are actually thinking, planning, diving deep into the soul to know what we are to be doing. 

So it is with great pleasure and honor that I participated in the ESMOD Beijing graduate class of 2011 fashion show. Let me tell you! The quality of the designs were stunning. I have a few pieces that I would love to buy and I like all my outfits (of course since I"m the princiapal model I got my pick). The whole fitting was so super professional and many of my model friends from the New Silk Road Modelling School greeted me with "Anina!!!" and we instantly hugged (even though we cant really talk to eachother there's that model-bond). Sitting on my friend's lap I show her my photos I'd been snapping during the fitting of her and the other models. We laugh and she QQ Weibo's me and another girl Sina Weibo's me (there are so many social networks in China). I still cant write in Chinese....at least they can read my English.

It's fun the imagination of the graduating class's imagination. Some highlights to entice you to stay tuned. You can see the article written, but it's in Chinese. The fashion show was covered by the whole Chinese media as ESMOD is a very prestegious school from France. 360Fashion are the proud sponsor, with the ESMOD EVENT GUIDE MobileMags fashion app you can download from the gallery and check out all the designers directly in your mobile phone!

CREATE & INSPIRE at Lane Crawford Beijing

Attending events is an important part of modelling--being seen and seeing who's who. Yesterday in Beijing there was a big event for the launch of the new Bazaar ART magazine and everyone was there. Lane Crawford events are like going to a fashion, luxury Disney Land, where everything you want to dream up is possible. Even if you are not booked for the fashion shows it's great to find out what parties and events are happening because people from all over the country attend and you never know what interesting people you are going to meet. Open your mind, put on your heels, and have a reason to dress up! Don't stay too late otherwise you can't get up for your castings the next day, but do stick around to make some new friends. If you don't know who to talk to, just pick out the most fashionable bright people in the crowd and pay them a compliment on their outfit--ask them who is the designer, what they do, and how they like the event. You'll be snapping photos and making friends in no time!

Model Tip: Strutt your Stuff, Getting Ready for Fashion Week

It's getting to be fashion week in China and soon there will be so many casting and fittings and big competition between the Chinese models, the western models, and everyone else. Body size will be a major issue along with height and makeup. How to know what the designers want and how to get that job?

First, you need the perfect Casting Dress. It should be black and slim. If you hips are a bit bigger, wear a bra to increase your bust size and choose something with a slight A-Line.

Second, your makeup should emphasize your eyes but not be too heavy. Shadow with some brown or line it with some black, but make sure your features stand out with any spots covered up, dark circles whited out, and some gloss on your lips. If you have a round face, contour under your cheekbones with a slightly darker base or powder, if you have a long face soften it with some rose on your apple cheeks.

Third, she shoe is so important. It must be high high high. It must be black. It must be comfortable to walk in, it must give you support, and it must be fashion. No exceptions to the rule, you must make sure your shoe fits you Cinderella.

Fourth, cream for your hands, cream for your legs, cream for your hair, you should sparcle and shine. Don't forget to moisturize your feet, hands, lower legs, and thighs the night before your castings so that the skin is popping and smooth. Get a petticure, a manicure, and make sure you have rubbed off all that dead skin from your heels.

Fifth, relax and do some walking at home. If you have a mirror, great, if not get a friend to come and watch eachother. Feel what it feels to walk down the runway. When you are in the casting pretend you are on stage at the Chanel show in Paris. Cop an attitude they want to see power down the runway.

How technology can improve your wardrobe

How technology can improve your wardrobe.

"In 2005, when I introduced mobile blogging to the fashion industry, no one knew what I was talking about," says Beijing-based catwalk model, tech entrepreneur and founder of 360Fashion Network, Anina, who is known professionally only by her first name. "I was lucky to find people like [photographer] Sonny Vandevelde, [blogger] Diane Pernet and [designer company] Eley Kishimoto to agree to let me build them a blog and then convince them to blog from their mobile phones. Today, 13-year-old bloggers sit in the front rows and are the most influential people in fashion."