A FASHIONABLE FORCE ONLINE

Alexander Wang is being lauded for accepting new, interactive initiatives when it comes to his marketing efforts after releasing a video ad this morning for his Autumn/Winter 2010 Ready-to-Wear campaign.

Even the die-hards are embracing the change. And they are not simply tweeting. Case in point: check out the branding on the embedded video above. The world’s 4th largest industry is setting an example.

Clinique recently incorporated a QR code in their Vogue print ad to push their mobile website while Calvin Klein Jeans took it one step further ditching their ‘sexy sells’ approach to put up an entire QR code billboard in NYC and LA. The Olsen twins launched an e-commerce site for their luxe line, The Row, last Friday and sold out merchandise in 20 minutes. H&M transported viewers to Paris in December, streaming their Sonia Rykiel for H&M fashion show/parade live online through a dedicated vanity URL. Now everyone can see the shows at the same time as editors, buyers and celebrities – the fashion world’s dictators. A handful of the runway shows at New York Fashion Week were broadcasted online last season: Ports 1961 showed on Vogue.com, almost 10 shows chose LiveStream.com and Lacoste streamed their show exclusively on Facebook. It’s not so hard to get under the tents after all.

When ‘the traditionals’, a.k.a the publishing powerhouses, have an online reporter for all their magazine titles – you know the Anna Wintour types can no longer shun lesser-known bloggers and the Tavi Gevinsons of the world. Creating a relationship with the end consumer through online mediums is far too beneficial to pass up, especially when there is money to be made.

Will online mediums and interactive marketing completely replace traditional methods or continue to co-exist? I’m a Gen Y-er (ask anyone about my iPhone attachment) and I still love flipping the pages of a brand new glossy from cover to cover…

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