Shop B, formerly Blush, is an independent women’s fashion boutique on Quebec Street in downtown Guelph, ON. The shop opened in 2004 and has grown into a leader of fashion boutiques in the area. Michele Lee, the owner and creator of Shop B, grew the shop based on her love of fashion, design, and creativity. She has a history in merchandising, which is made immediately evident in the beauty her shop exudes, both in person and in its online presence.

In 2014 a global movement started #whomademyclothes. Fashion Revolution  is a not for profit Community Interest Company based out of the U.K.. Since 2014 it has held an annual social media campaign #whomademyclothes in April, on the anniversary of the devastating 2013 Rana Plaza factory collapse in which 1,134 people were killed. The social media campaign calls on clothing brands to take responsibility and demonstrate transparency for their supply chain management. Social media has enabled a global conversation on platforms such as Facebook, Twitter and Instagram for socially conscious consumers who are actively seeking out sustainable fashion and the demand for transparency. Eileen Fisher Inc. is a clothing brand that is managing their supply chain.

Victoria’s Secret is a brand known around the world for it’s glamours images of it’s elusive Angels creating a goal that many aspire to.  In the fast paced world of today the excitement of receiving their catalogue in the mail has been replaced by a few easy clicks to  order a little piece of the magic.  Though this provides quick and easy access to the customer,  the company has been faced with the question of how to reinvent that same excitement in today’s world?  Enter social media.    

After 15 years of toiling in the Market Research industry for major corporations in the Toronto area, Mustafa Khaliq decided that the 9 to 5 grind just wasn’t for him. Rather than looking for another job out in his industry, he did notice (in the mirror of course) that he possessed a gift, and that was the gift of Men’s fashion flare. Usually you can see him walking the streets or sitting in a restaurant in his slim-fit patterned shirts, rocking some neon coloured socks with a set of pastel flavoured glasses adorning his always clean-cut head. With that, a lot of his closest confidantes suggested that he offer his ideas and ‘Muse-like’ creativity to the world of Men. “I’m my own best billboard. Men, generally appreciate looking good, it’s just that, its not a priority.” – Mustafa Khaliq In 2013, Mustafa set up a small consulting business called Style Counsel that helped men acquire the guidance in bringing their clothing game to the next level. With Mustafa’s love of discovering new and chic items that men could incorporate into their wardrobe, the service he was offering started to become popular as did the fashion industry for this particular demographic. The global market for men’s designer apparel is projected to reach nearly $33 billion in 2020, up 14 percent from $29 billion in 2015, according to Euromonitor International. ~ Business of Fashion Offering a consulting service to help men with their shopping needs and fashion sense however, just wasn’t enough for Mustafa. He knew that men – especially ones in fields of professions that required a look of utmost sharpness – just didn’t have the time anymore to shop store to store to gather products and ensure what is right or wrong for them. So in 2014, along with his partner Mike Mossallem, a new idea was born to provide menfolk the products they need packaged up and sent to you directly without all the hassle. Items such as laptop bags, ties, bowties, shirts etc were neatly put into a kit, displayed online and marketed so clients can customize and choose whatever they require. Viktor & Muse being only just a month old really needed to engage their social media prowess to get their marketing engine going and we sat down with the founder of V&M Mustafa Khaliq to get his take on the challenges he has to face in such a tough competitive environment. Marketing in… Read more »

It is no secret to major brands that consumers’ faith towards regular brand messaging is decreasing. According to Erik Qualman from http://www.socialnomics.net/, 90% of consumers trust peer-to-peer brand recommendations, as opposed to 14% of consumers who trust advertisers. Brands now know that their employees are their best spokespeople on social media. The “State of the Global Workplace Report” reveals that 40% of engaged employees cite their company’s social media communication as the source for keeping informed on important news But how can companies get their employees involved on social media?