Fashion has been at the forefront of digital, social media and technology usage since early days, and we see these trends continued in 2013.
Fashion in 2013 is looking hot, hot baby.
Digital Live Stream Integration
In the lead up to New York Fashion Week earlier in the month, Michael Kors transported some of his favourite (and very lucky) fashionistas front row and backstage without them having to be there through an all-access digital experience at live.michaelkors.com. The live stream was available for users on computers, mobiles and tablets, and the brand aired pre-show activity and certain backstage content, pre-show images and additional show content.
As an integrated thank you to his best clients and integrated retail experience it ticked a lot of boxes and has set the bar high for fashion – and other – retail brands. Just your own virtual robot fitting service required to add into the mix to create the perfect fashion ecommerce experience!
Fashion Popping with Vine
Launched less than a month ago, Vine is already providing some interesting additions to the marketing mix of various fashion brand during London Fashion Week. The best ones come from using the app to its best advantage to show colour and movement (perfect for the Catwalk) and, much like Instagram, by getting customers involved in sharing their experiences/purchases via Vine. The two stand outs for us were Top Shop and ASOS.
Topshop During London Fashion fashion week Topshop uploaded ten good Vines, giving customers a look at models on the catwalk as well as glimpses behind the scenes. It looked good – the app’s restrictions and attributes work well for TopShop, helping bring the brand to life.
ASOS is always a very social brand and loves to get customers involved, and in keeping with this we adored the vines it inspired by its followers posting clips of themselves unboxing their ASOS orders using the hashtag #ASOSUnbox such as the one below. To see more usage of Vine by brands follow @brandsonvine on Twitter or visit their Tumblr.
Digital Fashion Archives
A European online fashion archive is to launch in May 2013, in what is the first serious attempt to bring together diverse collections from 12 different countries, including London and Paris.
Europeana Fashion will provide online access to outstanding fashion content from Europe’s leading museums and by March 2015, the project’s organisers aim to have a total of 700,000 fashion artifacts available to view, ranging from historical dresses to accessories, photographs, posters, drawings, sketches, videos, and fashion catalogues.
Set to become an invaluable one-stop fashion portal, users will be able to search the archives by date, designer, item or keyword to find a particular image, accompanied by information about the respective item – whether a catwalk shot, a museum exhibition, as show invitation, a magazine clipping or biography.
“This is the first attempt to assemble such an important collection of fashion content from both private and public archives and museums,” said Alessandra Arezzi Boza, who is overseeing the site’s content and communications.
“And it is surely one of the great challenges of the project as, until now, fashion content was scattered online and not easily searchable.
Europeana Fashion is an offshoot of broader archive resource europeana.eu – a digital library of over 24 million historic cultural objects. Its fashion incarnation will also feature a thesaurus, which is currently being compiled by the V&A.