Web 2.0 image by Kosmar

With the upcoming online publishing panel at TINA the time is ripe for a gripe on the remarkable lack of new media engagement in the Australian independent fashion industry. A select few designers are embracing new media with the majority left on the outside, thinking they ‘get it’ because they’ve got a mywaste profile with a few “friends”. So who’s embracing new media successfully?

Extra Tasty’s foray into the blogging world has boosted brand exposure, opened a new potential client base, led to some featured articles on psfk and has replaced the previous website with a simple, effective and conversational blog.

Tight Knickers has gained new and traditional media attention through a recent venture onto youtube, a strategy comparable to that of successful independent Italian label Pharmacy Industry. PHCY recently lauched a simple, effective video showing the fun-loving and personable designers playing up and it’s fast gaining traction and generating buzz. Marketing brilliance isn’t foreign to these young Italian designers - another simple and effective marketing campaign is underway via their 10 shoots on 10 styles photoshoot project recently featured on Lost At E Minor.

Thinking about the strategy you should adopt? Check out aussieBum. They’re owning new media in Australian fashion right now. Video podcasting, blogging, publishing rss feeds and video gaming - these guys are doing the lot. Awesome.

It’s not all about media either. Opening a new store? Give it a cool name. Try a different concept and go with a guerrilla or pop-up store. It’s working overseas. And who says you need to build it with convention building materials? Try building with something different.

Go on, give it a shot. You might even have some fun