Overall impressions: I caught most of the content released by brands via their social media platforms and web sites. Massimiliano De Marianis, women’s wear senior buyer, Folli Follie: Overall impressions: I’ve seen all the fashion weeks and among the video shows I found Prada and Celine very innovative. “To show you can experience a sense of adrenaline and excitement.”. Moryn Roothie. For Angel Chen, her digital show has changed the way she thinks about the current fashion calendar. Fashion Digital Marketing Tips - Proven tips and ideas to market your fashion brand Description In this new article, we will be sharing some fashion digital marketing tips that will bring your fashion/product based business into the light. Fashion Digital Marketing: 12 Creative Ideas to Market Your Fashion Brand & Increase Sales Fashion digital marketing is one of the best ways to improve brand presence and sales, as well as increase brand awareness, and is easily trackable so that you can get immediate feedback and determine if a campaign is working. Imagine a brand like Off-White unveiling its collections on a platform like Xbox, or Versace’s latest collection debuting on Netflix as a seasonal show? Lukso, which worked with HFW, aims to provide fashion with a unified infrastructure and standards for buying and selling digital goods. Or it should be. Many of them were actually as memorable and evocative of a good film, especially when the soundtracks were strong. Although this is undoubtedly related to budget constraints, having less looks is a better way to capture the viewer’s attention for an online show. ; Raffles and other fundraisers - A simple raffle will add to the fun of the evening, and to the take. The new digital toolbox allowed for more range of artistry using movement, lighting and sound to great new effect. Lacking the physical experience and intimacy it generates with the brand, it’s all the same to me. They are not much more than content suitable for brand’s fans, the only ones who can cope with the boredom of watching a sequence of different looks. It’s what works best, and at the end of the day, isn’t it the most obvious thing to show the clothes worn in their environment? The virtual presentations and films were definitely a strong way for designers to present their collections, allowing them to be even more creative, whether they opted for a digital look book, a film or even a game. So how do they replicate that? Please fill out this field with valid email address. Who broke through: Brock Collection, Christopher Esber, Peter Do, Altuzarra and Cecilie Bahnsen all put out videos that captured my attention by highlighting their clothing in a compelling way, and establishing a clear point of view in line with their brand identity. This recent virtual season proved that most designers harnessed the challenges and restrictions and actually found new and often better ways to express their collections than the traditional soldiers of fashion on a runway. The importance of nature in our lives now was also ever present in numerous videos shot outdoors; Brock, Stella McCartney, Jason Wu. ; Commission on sales When working with an outside company this is usually around 10%. Balenciaga’s fashion film was outstanding— I am still singing that song. Lydia Slater, editor in chief, Harper’s Bazaar U.K. and Town & Country U.K.: Overall impressions: I watched all of the digital fashion weeks, and overall, I think it was a great season. Small brands, in this way, were able to capture our imagination in ways they may not have been able to do before. Balenciaga CEO Cédric Charbit revealed that fashion shows, for example, have a reach of 10 million viewers globally compared to the 600 guests that physically attend Paris Fashion Week. Between Sept. 17 and 22, there were 276 tweets mentioning Nensi Dojaka and 195 tweets mentioning Maximilian Davis. Viewers of HFW are able to purchase digital garments from the shows, although only a limited number of each was available, and have their images “dressed” in them. Who broke through: The London Fashion East show, which showcases new designers who aren’t established enough to host their own show yet, made a bigger splash this year. Gary Wassner, chief executive officer, Hildun Corp. and chairman, InterLuxe Holdings: Overall impressions: Personally, I felt very detached and I didn’t love the experience. Gap between big and small brands: The digital platforms leveled the playing field between established luxury brands and more emerging ones. Gap between big and small brands: Some designers used new technology for greater intimacy with us, allowing us into their worlds and thinking. Who broke through: Sindiso Khumalo: Her video at Milan Fashion Week really encapsulated her brand in a meaningful way, whilst still showcasing her product beautifully and clearly. Don't miss the top fashion industry news breaking this week. This means that the owners can use the digital assets anywhere in the future — whether that’s dressing their avatar in a future VR experience or using it in a video game. Gap between big and small brands: While larger brands certainly have an advantage in creating more videos and larger scale productions, overall this way of presenting collections has narrowed the gap creatively between larger and emerging brands. Absent that, I don’t need lavish productions. Raf Simons and Miuccia Prada  The films weren’t immersive. We also witnessed a more global and dispersed reach with more than 10 percent of coverage coming from Asia. Paradoxically for the fashion world “change” is not so banal as one would expect. Stories about digital fashion and its design, including wearable technology and manufacturing techniques such as 3D printing. But Erdem’s show was equally memorable in its simplicity and beauty – a livestream of models walking through a tree-lined avenue. It was interesting to witness this kind of fashion “new deal.”, View Gallery Shows for The Fabric of Reality were meant to be like stepping into the mind of each designer, which goes beyond what traditional show notes can do, Drinkwater says. Boramy Viguier RTW Spring 2021  That in itself is a huge opportunity for small brands who have a huge digital following. Courtesy of Sindiso Khumalo. Those that won the challenge were the ones that over the past few years built a system of values around the brand and whose narration today results even more enhanced by new digital tools and the context in which we live. Last but not least, Rick Owens in Venice. See more ideas about fashion show, fashion, fashion show invitation. The industry, like the rest of the world, is reacting to the pandemic and our new circumstances with creativity and a new sense of compassion. For example, Louis Vuitton had the most successful video of the fall fashion week shows we tracked, generating 2,791,772 video views on YouTube for the presentation at La Samaritaine. I was as mesmerized by the Louis Vuitton show where guests had their own “virtual” seat as much as I was by Roger Vivier’s short film starring Isabelle Huppert. Smaller brands tended to use this process mostly for men’s wear, as seen at Études Studio or Blue Marble, and it worked very well. Two very different examples – but both original unique concepts that went beyond just documenting a runway. These Are the Digital Fashion Shows That Broke Through Women’s Wear Daily - WWD Staff. Bigger brands, despite the obvious challenges, were still able to pull together incredible runway productions, creating intricate and unique set-ups like we’ve seen in the past, with some even able to safely have press and VIPs in the audience. It’s no different than it was when they were all showing on the runways. “We wanted to give people a sense that it is incredibly different — it can offer these similar feelings that you would have front row at an amazing show,” Drinkwater says. Overall impressions: We have watched almost all digital fashion, mostly Milan and Paris. Gap between big and small brands: There was a distinction in the way small and larger brands presented. Gap between big and small brands: For sure the decision of the big brands (such as Gucci, Bottega Veneta, Off-White) of presenting their collections in different moments instead of [during] the fashion weeks is still ringing out and everyone is looking forward to see what they will do next season. To do that today — needless to say, that's not going to happen. Who broke through: We loved how both Chloé and Balenciaga were able to make runway a reality by filming in the streets, one by day and the other night crawling. And it’s true that by following a digital calendar, I ended up watching videos by brands that I probably would not have seen in real life, especially overseas. Gap between big and small brands: In general, they all responded with enthusiasm and creativity. Who broke through: Two brands that really stood out were Sunnei, in July, and GCDS, in September. Helsinki is the first time a fashion week has created and sold digital versions of every piece, so it’s too soon to know how commercial this will be. But, it does mean needing to take some risks. Apr 21, 2016 - Explore Pamela Fain's board "Fashion show ideas", followed by 324 people on Pinterest. “The tech world is built around testing and putting it out there when it’s not perfect, and that is a different philosophy than fashion shows have,” Burke says. Gap between big and small brands: For the first time, show and Internet were treated as complementary partners. was a standout. Here are the top five best fashion show themes of the past decade (but really, of all time, if … There's going to be a real opportunity for people who can help educate the brands on the possibilities.”. © Artwork hand printed by Hannah Cousins, exclusively for Vogue Business. Net-net, although there felt to be something lost by not being able to touch and physically see the clothing and the people, there was also something gained in the creative approaches so deftly adapted. But it’s really about the clothing, isn’t it? Similarly, the designers of HFW presented collections in the ocean among fish, walking on water amid giant flamingos or on another planet entirely; when watching live, viewers could “like” and “react” similarly to watching an Instagram Live. Leonard Paris RTW Spring 2021  As with any newly born language, this one also needs time to be fine-tuned. In women’s wear, brands like Frankie Shop, Wardrobe NYC and Pangaia stood out, as well as Wales Bonner. Digital is now directly impacting the way fashion generates its ideas, with designers making use of actual consumer insight for inspiration to determine the next viable best seller. Clothing is naturally the focal point of Fashion Week shows, but these innovative fashion shows prove that presentation is just as important in selling the garments. Still, he says that brands are eager to learn from creatives who have the agility and tech know-how to take more risks. The simplicity of ideas brought to their excess has always been a force in fashion, and Balenciaga can do it masterfully. The hashtag encouraged Nike’s followers to personalize their trainers and share photos to show how customized their products are. “The fashion industry, for as creative as it is, is a creature of habit. One of the films that stood out was “Amor Fati” by Marine Serre, which proved that the brand is here to stay. By securing each item on a blockchain and providing digital certificates of ownership, digital items can be limited in supply, which ultimately increases their value, says Lukso co-founder and managing partner Marjorie Hernandez. Gap between big and small brands: A positive result of digital fashion weeks is the democratization of shows and presentations. When Burke was SVP of fashion and public relations for Bergdorf Goodman, brands initially wanted to ban beauty bloggers from the store, wanting to maintain control over their narratives. Terms of Use. (New York Fashion Week will host most shows online.) Generally speaking, I expected much more daring moves: a mini-series, as Gucci is doing, a sitcom or thriller series in which all the actors wear the brand’s gear to be unveiled throughout the season with a chance for consumers to buy them. What I mean by that is that there was true delight in the surprises each house gave us. “I think the gap between big and small brands is less visible when focusing purely on the digital sphere,” said Bosse Myhr, director of women’s wear and men’s wear at Selfridges. With an in-person audience no longer a prerequisite for a runway show, that really freed a lot of brands up to either be more playful or embrace visually stunning backdrops that work for a short film but wouldn’t work for a live event. Who broke through: Khaite’s choice of presenting the collection allowing the guests to see the new season’s items by scanning a QR code and having the items appearing in 3D renderings on their phones as if they were really present on their coffee tables or desks, was really funny and innovative. As well as the visually stunning Jacquemus show through the lavender fields. “Extended reality fashion experiences don’t replace the ancestral craft,” acknowledges Inglês, who created her garment using an HTC Vive Cosmos VR headset and a Google TiltBrush. Kiko Kostadinov RTW Fall 2020  West African designers explore virtual worlds. The effect is simple but very effective, and new to boot: clothing in its natural habitat. Until now the way a designer presented new images was through two-dimensional design sketches. Meanwhile, around London Fashion Week, Burberry received 21,815 YouTube video views for a horror-film-like clip sharing its spring collection, with models walking single file in the woods before gathering together for a ceremony meant to symbolize regeneration. Moschino with its puppet show did something fun. Kiko Kostadinov was another standout, as the brand created an interactive video that added an element of surprise to the viewing experience. I also appreciated that the shows were accessible even after they went live, in case I wasn’t able to attend live due to conflicting schedules such as homeschooling or doing drop-off or pickup with my kids. The use of 3D animation to enhance the mood of the collection was a clever way to take advantage of the digital fashion show format. On Sunday, the platform saw more than 3,000 transactions. The key ingredients to a good fashion show are a general theme, a well-coordinated team, and a well-designed program. In general, though, the understanding of digital strategies and logics is still something that many brands are struggling with. The Moschino, marionette show was by far  the most original and captivating concept. And Moschino’s show was brilliantly entertaining with its recognizable puppet models and audience created by Jim Henson’s Creature Shop. My personal highlight was Balenciaga’s video — creative and cool. And having one place where everyone could view all of the content was great, it felt even more democratic — anyone could get involved and be part of it. A preview of the Christian Siriano RTW Spring 2021 show in Westport, Conn.  The collection had an ease that can be worn in front of a screen, in office or outside for dinner. In office or outside for dinner really stepped up and inspired us huge stylistic efforts but... 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