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(4) Innovation: What's next after PowerPoint, in terms of innovation. Content and Commerce Only Flow One Way. By Erin Griffith On September 6, 2012 If a company is in the business of selling something, you’d probably be suspicious of anything it publishes. After all, you don’t skim J. Crew or Victoria Secret catalogs to become part of a better informed citizenry. You view the product descriptions (“stylish, versatile, flattering“) and madly photoshopped images of models with impossibly perfect figures and blemish-free skin with skepticism, perhaps even a hint of disdain.
Because you don’t believe them. Which leads me to a recent meeting I had with Philippe von Borries, co-founder of Refinery29, which has anointed itself “the cornerstone of fashion, beauty, and shopping for a new generation.” “No one gives a shit about content from a commerce company,” he told me at his company’s jam-packed headquarters in Manhattan’s East Village — his brainchild has been growing so fast he’s had to locate new office space three times in three years.
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