Sep 9, 2016
Livestreaming, virtual reality and fairgrounds: fashion gets innovative for fall
Sep 9, 2016
Fashion is undergoing a metamorphosis. Blame it on the unpredictable seasonal weather, the consequences of social media or the varying needs of the modern day customer, but the truth is that the traditional cycle of catwalk shows and campaigns is gradually being infiltrated with alternative and innovative strategies for engaging with consumers. We take a look at a few.
The livestreamed show
Fashion shows were once the prerogative of the privileged few -- but not anymore. Brands are increasingly inviting the whole world to watch their catwalk presentations as they unfold live, via their tablets and mobile devices. Tom Ford kicked off New York Fashion Week this week with an intimate star-studded dinner that also served as his Spring/Summer 2017 collection, streamed live on his website and immediately available for purchase. Kanye West's controversial Yeezy Season 4 was shrouded in secrecy, with invitations and crucial logistical information released at the last minute, yet subscribers to Jay-Z's music platform Tidal could watch the action unfold minute-by-minute. Last year Burberry showed off its tech savvy when it broadcast its Spring/Summer 2016 collection on Periscope, and tomorrow Rebecca Minkoff's next collection is expected to be revealed live-stream the show in 360 Virtual Reality in a partnership with Ripple. Meanwhile up-and-coming brands such as Misha Nonoo are cutting out the middle man and turning to social media to engage with customers -- the US-based designer took to Snapchat Thursday to reveal a 'live lookbook' for her forthcoming collection.
The shoppable movie
UK brand Ted Baker teamed up with film director Guy Ritchie this week to release a 'shoppable movie' as part of its fall advertising campaign.
The-three minute clip lets viewers interact with the brand's Autumn/Winter 2016 collection by clicking on what the actors are wearing and placing items into a vault that acts as a shopping cart.
One brand going completely all-out is Tommy Hilfiger, which has established an entire fairground for its upcoming Spring/Summer 2017 show. Not only is Friday's 'Tommy Pier' at South Street Seaport in New York open to the public, but a shoppable live stream will also allow those watching remotely to immediately purchase every look on tommy.com or via Instagram, Snapchat, Facebook and Pinterest. The runway collection will be immediately shoppable on site, thanks to digital touchscreens. The two-day event will feature fairground rides, carnival games, and an eclectic mix of vendors including pop-up shops, nail art stalls and temporary tattoo spots, as well as special appearances by model and collaborator Gigi Hadid.
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