It is so important for a Designer to remain on everyone's minds, to insure their label is popular, talked about and seen everywhere. Today's generation is easily bored and unfortunately it isn't just about good designs anymore, which is where marketing and showcasing comes in. I've been pin-pointing some innovative ideas in previous posts with Chanel's digital lookbooks (seen here) and DKNY's virtual trunkshow (seen here)... It is so difficult to keep the attention of consumers, so new and fresh ideas are so important.
Designers and Brands are turning to various technologies in order to stand apart from their competitors and create a buzz.
Armani Exchange did their fall 2010 ad campaign in 3D video as well as 3D print ads featured in GQ, V Magazine and Interview
While Ralph Lauren went 4D in New York and London. The transformation to flagship stores in each city is beautiful and fascinating!
In an eerie finale that was very "Alexander McQueen"esque, Kate Moss appears as a hologram for his 2006 runway show...
It has been used since by Diesel, Burberry for the opening of their Beijing show...
It's going to be interesting to see what ideas Designers will come up with next! Any Suggestions?
Look books are a way for retailers and designers to better show the mood and background of their line as well as different ways to pair up pieces from a collection. They're nothing new in that catalogues are a form of a look book that shows styling and pieces worn in different ways, to sell an entire look as opposed to just one piece.
Today, as with everything, look books have gone digital. A way to reach customers and show their brand whether it be a collage of pictures showing different styling or commercials.
It is used by bloggers and individuals to piece together looks they like or an outfit that fits a mood...
Karl Lagerfeld for Chanel has set the bar for video lookbooks. He creates movies that exude the fantasy and dream of his collections and of the house. With his direction he creates short films that are so captivating, whether its featuring RTW, Haute Couture, Accessories or Beauty. It not only shows the collection but cements what the brand is all about. I have a hard time choosing which of his many short films to preview so here are a few of the shorter ones to let you get the feel of what he creates.
This one is so much fun with class and humorous undertones, a view of the clothes in a more "everyday" look - in our dreams!
Here's another that focuses on the F/W 2010/2011 Accessories
And finally the trailer for a 2 part short film called Remember Now featuring Cruise 2011
Trunk shows are beneficial to a designer in more ways than one. It's a chance to connect with customers, represent the collection in an intimate setting, cement relationships and create new ones. A designer can make styling suggestions and show customers how to best wear their designs, hopefully making many immediate sales. Additionally, they can get feedback from customers about styles, colors etc. It's always important to ensure your line stays on track with what your target customers want.
While trunk shows works, designers must continue to evolve and create innovative ways of connecting with customers and make sales. Donna Karan has taken her trunk show to the web taking social networking to another level. Shown in February on their Donna Karan Facebook Page, viewers were able to view the newest collections and pre-order through Neiman Marcus.
For her Spring 2012 collection, Donna Karan sat with Ken Downing (Creative director for Neiman Marcus) to showcase the collection and discuss her personal favorites as a preview for the Spring runway show.
With social networking so prevalent, designers can't afford to remain comfortable with just the usual ways of selling and keeping up with customers. Innovation is key and customers want a lot of personal attention. Trunk shows are a great way to do so but it's important to keep the format fresh and new.
