Mediaboss Marketing

Indian apparel brands are finally getting up close and personal with consumers through social media.

Its Fashion Week all year round for some apparel brands, with social networking sites turning out to be the new age marketing tools that designers are now delving into to advertise and retail their collections.

Apparel majors have realised that no other medium provides room for such an up close and personal relationship with consumers on a mass scale. Though consumers need to like what they are going to buy and wear, and design and style is ever important in this category, brand is all important when it comes to establishing a real emotional connect with the customer.

Brand importance has increased tenfold for fashion consumers. And apparel manufacturers, who were once relegated to only receiving feedback from retailers, now have the power to engage directly with customers.

With social networking sites such as Twitter, Facebook and YouTube and even Instagram, Tumblr and Pinterest, apparel brands are hosting a Fashion Week round the clock, 365 days a year.

Adapting to the medium has helped prospective clients become aware about the latest happenings and launches regarding the designers brand, said Mahesh Solanki, social media artist, who consults at leading apparel houses in Mumbai.

He went on to add that creating a successful apparel line is very difficult as it is. Keeping it consistent and evolving with the audience over the long haul is more challenging.

Brands are not individual products. It is all about the products and marketing and multi channel experience and service and corporate identity, all sewn up together that bring on a greater deliverable to the consumer. Getting the right elements in place is not an easy task for many, said Solanki.

Fashion, he added, is discretionary. The promise of a brand must tug at a consumer's emotions to make a sale, for consumers express who they are or want to be by the brands they choose.

Tracking real-time social activity, which caters to audience growth, engagement, advocacy, and message propagation, is a tough task. However, with massive competition among fashion apparel brands, brands are in dire need of understanding what is in the minds of their consumers and which factors have influenced their shopping behaviour.

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Fashion Week, all year through

BRENTWOOD A Hampstead woman is suing Exeter Hospital and other agencies, claiming she became infected with hepatitis C through contact with her husband after he contracted the virus from serial infector David Kwiatkowski while being treated at the hospital.

In a lawsuit filed in Rockingham County Superior Court, Linda Sanborn says her husband, Alden Butch Sanborn, transmitted hepatitis C to her through intimate contact that occurred before they were aware of his infection.

Certainly its a fear of spouses and an understandable one, Linda Sanborns attorney, Paul Kleinman said of the partners of those affected by the hepatitis C outbreak caused by Kwiatkowskis drug diversion scheme while working as a hospital lab technician.

According to the suit, Butch Sanborn was admitted to the hospitals cardiac catheterization lab on Jan. 27, 2012, for a procedure.

The suit said he became infected with hepatitis C through Kwiatkowski, who has admitted that while working at Exeter Hospital he would swap out the pain killer fentanyl by taking a syringe of the drug and replacing it with a syringe containing saline. He would inject the drug and then refill the syringe with saline. The syringes dirty needle was then reused on unsuspecting patients.

Butch Sanborn was diagnosed with hepatitis C, a potentially fatal viral infection of the liver, in late March 2012 after he was admitted to a Boston hospital.

Linda Sanborn was tested for the virus last year, but the test result was negative at the time, according to Kleinman of Bouchard, Kleinman & Wright of Manchester.

What happened was it was one of those situations where the disease hadnt shown up at that point. This was a unique situation and one where it was passed on by someone who had a very, very significant viral load in terms of the disease, Kleinman said Wednesday.

New Hampshire Director of Public Health Dr. Jose Montero said Wednesday he could not discuss any particular patient, but he did confirm that only one person contracted hepatitis C through secondary transmission.

Experts say hepatitis C is transmitted when blood from a person infected with the virus enters the body of someone who is not infected.

More here:
Wife of hepatitis C victim, claiming she's now infected, sues Exeter Hospital

The first phase of a clinical trial of an antibody therapy that increases a person's chance of surviving the potentially fatal Hendra virus will begin early next year.

The world-first trial will extensively test the safety of the therapy, which is the only known way of treating a person exposed to Hendra.

The human monoclonal antibody will be tested on between 20 and 40 healthy adults.

Queensland's chief health officer Jeanette Young says no side effects are expected.

"We think it's a very, very safe drug but we haven't done the work," she said in Brisbane.

Dr Young says the treatment must be administered within days of exposure for it to be effective.

The antibody has been used to treat a handful of people, but has never been tested extensively on humans.

If the trial is successful, the antibody could be routinely given to those exposed to the virus.

US Hendra expert professor Christopher Broder developed the antibody, which effectively blocks virus particles from entering human cells, hopefully allowing the immune system to fight off the virus.

"We are really excited to see that it might actually be an antibody that is going to save someone's life in the future, which is pretty rare when you consider the severity of someone getting the Hendra virus," he said via video link on Thursday.

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Hendra therapy set for human trial

WASHINGTON: US-funded scientists said Thursday they have devised an experimental vaccine against a common childhood illness called respiratory syncytial virus (RSV).

There is currently no vaccine on the market for RSV, which is the world's second-leading killer of babies aged one month to one year, after malaria.

RSV causes inflammation in the small airways of the lungs and is the most common cause of pneumonia in babies and of hospitalisation of children under five.

"Many common diseases of childhood are now vaccine-preventable, but a vaccine against RSV infection has eluded us for decades," said Anthony Fauci, director of the National Institute of Allergy and Infectious Diseases.

"This work marks a major step forward," he said, citing promising animal studies that showed a wide-ranging protective effect.

Planning is under way for human trials of the vaccine.

The research on the vaccine and its structure-based design is described in the journal Science.

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US makes experimental vaccine against childhood virus

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GNU MediaGoblin is a free software media hosting platform, comparative to a Flickr or YouTube/Vimeo that anyone can run. It also includes a 3D model type tha...

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