Social platform

Public relations firm Ketchum is rolling out a new unit devoted to getting the fashion industry up to speed on Web 2.0 marketing, reports ClickZ.

Fashion Interactive 2.0 will use tools such as blogs, social networks and other buzzwords to help old-school designers reach new-school fashionistas. Ketchum also plans on using virtual worlds such as Second Life in its planning, since its visual nature lends itself well to the fashion industry.

There will also be outreach efforts to bloggers and other content creators already talking about fashion in general and brands in particular. These include people who visit social shopping sites like ThisNext and others, where they share opinions and reviews.

Fashion is a new focus for Ketchum, which has a strong track record in the (arguably) less-than-sexy tech field. Fashion Interactive 2.0 will be headed by Jeff Danzer, who has a history of blending tech and fashion.