Information Technology Reference
In-Depth Information
Case Analysis 5.2
Using the online runway as a communications tool
Every season the runway shows of major luxury fashion brands congregate
industry insiders, celebrities and the fashion press around the world for a series
of exclusive events. These seasons define trends, drive purchases, reinforce
identities and ensure the execution of the retail strategies for the subsequent
periods. It is also a time when new talents are identified, contacts reinforced and
business networking optimized. For these reasons, the notion of an Internet-only
fashion show was unthinkable until Victor & Rolf brought this into question by
presenting its 2009 spring-summer collection exclusively online (Figure 5.6).
Viktor & Rolf opted for an innovative short movie filmed in a setting that repre-
sents the brand's virtual salon accessible on their website. The show presented
only one mannequin, Shalom Harlow, who modeled the entire collection on
a podium resembling a real-life runway. The show was presented against the
background of supporting music and special effects that enabled the multiple
appearances of the model on the podium through multiple footages, which
resulted in a high visual impact. In addition, emphasis was made on the angles
from which the models were viewed, which may not have been possible in a
real-life show. At the end of the show, the model appears once again in multi-
ple footages while making a bow as the designers look on from above.
This fashion show was initially accessible to an invited online audience who
were also able to view the backstage fittings, hair styling and make-up, before
access was given to the public. Realizing this virtual runway show took fifty
technicians working in filming and production, in addition to the artists and cre-
ative assistants involved in the styling.
The show generated substantial buzz and editorial credits for its originality and
visual effects and, as you may imagine, enabled the brand to attain a level of world-
wide communications that could not have been possible before the arrival of the
Internet.
Figure 5.6
Online communications through a luxury brand's website
requires creative and cross-marketing measures that feature a high element of
interactivity and participation. Viktor & Rolf exhibited an innovative and creative
flair in communications by hosting the first Internet-only runway show on its
website in 2008. This original and interactivity communications not only excites
and entertains, but also enables buzz marketing both online and offline.
