SXSW Overview 2012

Founded in 1987, South By Southwest (SXSW) began as a festival focused on music. In 1994, it added film and multimedia components, and in 2011 it added fashion with the addition of Style X (‘style by’ in spoken form) – a fashion trade show and event – to the conference’s calendar. This year, the show featured digital trends and technology that directly focused on retailers using social media and commerce as part of their online marketing strategy.

By Hannah Robinson