I learned about PR 2.0 in class but what exactly is Fashion 2.0? It is similar to the concept of PR 2.0 and the integration of social media into the fashion industry. Brands are tapping into social media and launching their products into a larger audience. Online shopping is only a step into the social media world. Now when we see a product, we can like it, share it, and tweet it. Just recently, the pin it button has been integrated into our shopping experience. Fashion shows are being streamed live via Facebook thanks to Valentino and live tweeted from backstage. The fashion industry is just taking social media for a whirlwind. We are seeing labels utilizing Pinterest to engage with the public while promoting their brands. Oscar de la Renta used the platform to upload looks from their show while having people vote on their favorite look. The winning look was then available for purchase after the show marking the first time any "off the runway" look was ever sold.
Did someone say Valentino? Better yet, did someone say digital fashion museum? I can't even wrap my head around the concept right now. The well known label, Valentino, had an exhibit that was completely online! It was part of the Museum of Modern Art in Manhattan, New York. Audience members were able to take the virtual tour and see into the mind of Valentino Garavani. The exhibit was seven rooms featuring 300 dresses from Valentino's sacred archives. The museum was 10,000 square meters and was a technological masterpiece. Walking through, you were exposed to certain themes from dramatic animal prints to the signature Valentino red. The exhibit also had recordings of the label's fashion shows displayed with around a 100 featured. 3-D fashion museums take fashion to the next level. This even earned media like none other bringing in stars like Anne Hathaway and Hugh Jackman. Using something like this that involves the audience in a new innovative ways is only the start of what the fashion industry has to offer.
I have heard that people will live tweet concerts and events lately but Burberry live tweeted a fashion show. Social media is becoming more and more present in the fashion industry and it is here to stay. The fashion label, Burberry, is known for their plaids and luxurious scarves. I have to say I am guilty for indulging in the brands rain boot... Might as well look fashionable while mucking around in Lubbock's non existent sewage system. The company live tweeted photos of their show to followers and gave some backstage insight. The support to for this idea can be summed up into this great quote "
Live tweeting Fashion Week turns a once largely, private trade event into a mass consumer event, underscoring how social media can be used to transform events into a global, everyday experience." Amen, live tweeting reaches your audience on twitter and provides them with a level of immediacy. I learned that phrase in class.. Twitter is becoming an important platform to use for companies. Customers want updates and they want them now! I love the idea of being at a fashion show without actually being there. Since I won't be in the front row seats at Burberry anytime soon, I'll stick to their live tweeting.
