If you're not yet convinced that Dreamforce is about a lot more than technology, consider the panel that started with a real, live fashion show.

Lisa Hammitt, VP of Marketing for Community Cloud, led the panel, which focused on how the fashion industry is poised to define the intersection of technology and community.  

April Anderson, Director of Industry, Retail, at Google, kicked off the discussion by explaining that the traditional marketing funnel has disappeared. Increasingly, Anderson explained, people buy in nonlinear ways, and "shopping is social even when you're solo." This new paradigm has empowered young bloggers and YouTube users to upend traditional retail and media hierarchies with their own content — as long as that content "has utility, is entertaining, and has people coming back for more."

Lee Anne Grant, Retail VP for PopSugar, expanded on the idea of content. PopSugar, Grant explained, is attempting to become "ESPN for women." Grant described "Alex," a fictional 31-year-old woman who serves as the persona behind PopSugar's content strategy. The site's 80 editors, Grant said, "write content based on what Alex wants." They're not trying to sell her things; they want to gain her trust — so that when they actually do recommend a product, "Alex" is more inclined to consider it.

Grant added that PopSugar targets the five distinct ways in which women shop:

1. Inspiration: You're not necessarily looking for new shoes, but then you see Kate Middleton wearing a pair that you suddenly realize you want
2. Discovery: You learn about a new trend or brand and decide to check it out
3. Social Media: A blog, Pinterest board, or other social contact recommends something, so you follow her advice
4. Search: When you're actually looking for something specific
5. Price-consciousness: When you're looking for a bargain

The other panelists included Amy Lambouley of Tata Communications; Pehr Luedtke, CEO, SpotZot, former CEO PowerReviews (BizarreVoice); and Shelley Bransten, SVP, Industry Solutions, Retail. After discussing various themes in technology, community, and fashion, they turned their attention back to the models, who illustrated Tata's "Magic Mirror" technology. It's a concept that represents the convergence of technology, fashion, and community, where consumers can get community feedback in real time to help them make a purchasing decision.

Jake Wall, Chief Creative Officer, Artful Gentleman, summarized the panel theme best: "You can't take any of those pieces individually and say that's going to be the next big thing; you have to consider them together."

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