Digital fashion catwalks, success, or failure for brands? Fashion must change to stay positioned in the market, so will virtual catwalks be a good option?
Nowadays, events without backstages and audience, designers who receive applause from home, are all the rage. As such, they are becoming more common within the most famous fashion brands.
History has shown that fashion can always evolve. We’ve seen it adapting to wars, crises, technologies, and the demands of its public. Today, once again, the large firms dedicated to this sector show that they are not stopping. However, they must adapt to a global security need.
For this reason, virtual catwalks arise. Some people love them and others hate them. Nonetheless, this is a new modality that will stay in the middle of the coronavirus crisis.
As such, this is the saving grace of fashion brands during this situation. On the other hand, maybe this method will stay for good after the crisis. Digital fashion catwalks. Who knows, maybe some brands will mix it along with the existing traditional strategies. If it happens, this would mean a big change within the world of fashion and how it presents its products to the public.
How to reinvent a great face-to-face event at a digital event
Surely you have been curious to know how this has been possible. The good thing is that between the magical world of fashion and the earth there is nothing hidden. You only need to pay attention to the details to get the answers that you want.
Imagination, new ideas, and innovation cannot be lacking even on the small screen of our phones, computers, or televisions.
However, translating the face-to-face experience to the digital world isn’t a simple task. This is because it’s very hard to stimulate the five senses of the viewer and get an emotion out of them.
In other words, if an audience attends a face-to-face launch of a product, they will get the whole experience.
For example, they will connect with the aroma of the brand through smell and the texture of materials through touch. Not only that, but the visual will strike them and they will be able to hear the music live.
Even casual conversations and the many stories are all part of the moment. Thanks to this, you will be able to create in each person an amazing mixture of feelings. As a result, all of this will, without a doubt, make your launch an unforgettable and wonderful event.
Meanwhile, with a digital experience, the viewer can only use their eyes and ears. However, not everything is lost, we recommend having an excellent marketing strategy. This way, with some luck, you will be able to get other emotions and sensations out of the user. For this, you should offer more details and exciting information about the event itself. Remember to do it days before the event.
Digital formats used to present a fashion collection
Virtual fashion shows in 3D, a futuristic idea
Some brands, as in the case of the designer Hanifa Mvuemba, have chosen this digital modality to showcase their collections.
However, we must say that presenting a collection in this 3D format is hard work. This is due to its need for extreme attention to detail. Not only that, but this futuristic and attractive option is expensive as well.
Once they finished their digital material, they broadcasted the show through YouTube. Then, they did the same but on Instagram for the general public. Nonetheless, some brands decide to keep their exclusivity. This meant that the only way to access these shows was through an invitation. For this, users had to go through a registration process on the brand’s website and then wait.
Parades on YouTube and Instagram in real-time or recorded, Digital fashion catwalks
Some firms, on the other hand, decided to keep making in-person shows. For this, brands opted for creating them behind closed doors with a few spectators. All of this while respecting the use of face masks and social distancing through open and spacious spaces.
Another way to showcase the collection is to create a videographic production besides the catwalk. For this, brands can send the material to a guest list. Digital fashion catwalks. However, they also have the option to show it through digital platforms.
Some designers have even decided to do more than present the final product. Thus, they now also show the creative process behind the product itself. All of it can go from the design of it to the manufacture.
Other eye-catching formats to display fashion pieces, Digital fashion catwalks
A lot of creators now also use many other resources such as “Fashion Film”. So, even if this strategy isn’t new, it’s still a great option for those designers who want to showcase their collections.
A fashion film is a cinematographic way of showing designs and clothes. They also work as an inspiration and send the message of fashion being a dream you must live.
There are many examples of this, and one of them is brand ZARA. This brand doesn’t do fashion shows but, thanks to the current situation, it decided to do something new. Digital fashion catwalks. They choose to teach their followers that it’s possible to create an original lookbook all from the comfort of their homes. For this, they showcased natural, non-edited photographs. All of this without the need for overly retouched editorial work.
There’s also the option to display the collections through a “souvenir style”. This means that an exclusive and previously selected clientele will get to receive physical gifts.
The act of seeing what’s inside these gifts is exciting and filled with emotions. Thus, all of this means that the client will get a unique and amazing experience.
Besides, in this gift, you can place elements related to the collection and the values of the brand.
Finally, we also have the option of “showrooms”. This allows the possibility of displaying and selling new clothes in the launch. These showrooms were usually placed in public spaces. This way, people could come closer to take a look at the products. However, for obvious reasons, they now moved to the digital world.
This new format shows the buyer a complete experience for their future purchase.
Virtual parades with the most impressive ideas of 2020
Valentino and Anifa Mvuemba, two different proposals transmitted on digital platforms
Anifa Mvuemba is an up and coming designer who came up with the idea to adapt to the crisis of this 2020. At just 29 years old, Anifa stood out for her incredible 3D show and invisible models. This is for sure an innovative and original idea full of futurism.
The show, which was broadcast live through Instagram, got an amazing reception from viewers. Thus, her brand is, without a doubt, living proof of the success of virtual catwalks.
On the other hand, the Italian firm Valentino opted to show its fashion collection through a complete digital presentation called “Of Grace and Light”.
“Cinecittá” studios were responsible for the recording of the said show which then was broadcast on digital platforms such as YouTube. In it, 15 pieces were shown in a heavenly setting. This gave off a surreal feeling similar to that of the “Circe Du Soleil” performances.
The fantasy of the haute couture house Dior
This French fashion firm presented a mini show.
Yes, you read that right, a mini show.
All the pieces were exhibited in a film, made by the filmmaker Matteo Garrone.
In it, Dior presented 37 of its garments in miniature size, although each one also has its version in life-size.
A virtual show that was undoubtedly full of charm and enthusiasm, keeping the essence of the brand.
Loewe, a parade inside a box, Digital fashion catwalks
The fashion launch of this brand got the name of “Show-in-a-box”. This was a showcase without a parade and a traditional catwalk, all in one box.
Through his love for fashion and the arts, Jonathan Anderson managed to impress his faithful and exclusive guests. For this, he gave them a bow with 16 posters from the collection, and a series of materials such as glue, scissors, rolled papers, and a score.
The box also had a letter from Jonathan with a few words of love and encouragement. An innovative idea that crossed the limits that’s for sure. However, it created the best of experiences outside the chairs of a show.
These are just four of the spectacular fashion shows from this year. As you can see, some, if not all of them used only digital elements and creativity.
The world of fashion shows us that there aren’t limits to creativity and that we can put together incredible pieces of work with amazing results.
What is the success of virtual parades?
The crisis forced the industry to think differently and to adapt to keep up. As a result, these strategies paid off for many.
Thanks to technology, wide communication, and the internet, fashion didn’t stop. All thanks to the efforts of brands that decided to give their all to this field. For them, it didn’t matter that this was a whole new world, they still created new methods while taking care of human health. This is something that would never have happened in, for example, 1918. In short, the world of fashion continues to triumph and evolve in different facets.
Due to this, we can say that the success of these gateways will depend on the objectives of every company. So, these new virtual tools offer us a large number of positive aspects. Not only that, but they are the pillar that sustains the illusions of designers when they need to show a collection.
Besides, just having the ability to use digital elements available is already a complete success.
Positive aspects when using digital instruments
Increase visibility on virtual platforms
For some, it was a discovery to break the barrier and include in a globally all those who wanted to see the shows live or recorded through online platforms.
This made it possible to reach a wider audience, regardless of time or place, all from the comfort of one click. Thus being able to revolutionize their own platforms and increasing the number of viewers.
However, not everything is about organic reach when talking about followers. Social media as a whole offers brands the possibility of reaching a wide range of international viewers. All of them, interested in many different brands. So, as a result, this is amazing for any brand that wants to position itself on the market.
No need to worry!
- Comments are kept in real-time. Not only that, but it’s even possible to get more “feedback” from viewers and faster analysis of them using digital mode.
- There are also no limits on space or ideas. In the same way, each designer can present their collection by choosing the best project and creating a “mix” of novelties and innovation.
- Repeat the staging. If you prepare your show in a recorded way, you can have the benefit of evaluating results, being able to repeat takes, and fix errors.
- Values are of great importance. a fashion brand must find new ways to express itself and include new elements that allow the consumer to identify themselves. This new modality has made many designers seek and find other alternatives to show their essence and leave the public captivated.
It doesn’t matter who occupies the first seats or how the press will be placed. The focus is only on transmitting what fashion firms want to be seen.
However, we must emphasize and remember that in the same way the fashion press cannot be left in the oblivion ship. Besides, some brands will need communication strategies.
No more worries about special guests.
Travel, transfer, or stay issues are no longer a topic to be nervous about.
It’s cheaper, Digital fashion catwalks
- Digital shows reduce costs. They reduce a long list of requirements necessary in a traditional parade. These, in turn, need large amounts of money, such as protocol, security, large spaces, decoration, and chairs among others.
But, despite these wonderful benefits, many designers don’t want to try new alternatives and continue to bet on what they know best, the traditional.
Ideal digital events for emerging brands
Virtual catwalks and all the tools in this post are ideal for up and coming designers who don’t have a big amount of capital, but who do have the goal of showing their pieces in a show.
There are no limits for your fashion brand to not go unnoticed by your viewers.
Even after covid-19, this strategy will continue to be functional and useful for small fashion companies.
You only have to plan a few steps to achieve a virtual gateway.
How to create a simple fashion show through social media
- Do a recorded parade. This option will give you a lot of ease. As such you will be able to create the idea, plan it, and execute it having the possibility of correcting errors.
- You don’t need a dozen models. You can do a lot with a few models if you organize it well.
- The selection of a space is essential. Use your imagination since fashion allows anything. So, for example, you could choose a living room, a house with a “chic” decoration, a garden, a street … there are thousands of options!
- Take advantage of natural light. With it, you will not have to worry about extravagant lighting equipment.
You can use a good smartphone with 4K recording to achieve a video with an excellent result and you can edit it in the program of your choice. You could also do a live broadcast.
- Plan a communication strategy to get the video to your viewers. You can put it on YouTube, on your social media, or both.
You can even make them a personalized or exclusive delivery of the material in a very special way. This will give an authentic image to your brand and will give them reasons to talk about.
- Remember the collaborations. Work with other artistic areas such as music, crafts, painting, among others; they can help you expand your show or parade to a greater number of people.
- Never make comparisons. An emerging brand should never be compared to a lavish fashion house. However, remember that you will always have the opportunity to apply marketing strategies to your advancement.
Confinement has undoubtedly also shown small fashion projects that they can join modern formats to display their collections.
Can digital or virtual gateways be considered a failure?
Negative comments and criticism stand out against this new methodology and some reject the idea, preferring real contact. Many experts assure that the fashion spectator must see and feel the show in the flesh. For that, they must come into contact with the lights, the environment, and all the aspects that a traditional show involves.
The fashion industry has always been in a constant battle between real life and a surreal world. For this reason, many times the demands and expectations go beyond limits wanting to witness much more.
Before, without covid-19, perhaps the innovation of virtual parades would have been a great experience, praising the technological and digital world. But, for times when the pandemic seems to take over our face-to-face experiences, some have learned to appreciate reality more than virtual reality. Missing what now we cannot have, nor feel completely through our five senses.
Prohibition measures lead to failure, Digital fashion catwalks
On the other hand, for many brands, failure doesn’t lie in the digital shows or the proposals, but in the new lifestyle of today.
As long as the coronavirus situation rules the world, it has been accepted that many times marketing strategies fail to overcome a not very motivating context that is isolating us from normality.
The streets were the first stage to wear clothes and the main parade was the “street style”. The illusion of showing off the best clothes and new clothes on special dates has gradually disappeared due to confinement, the prohibition of nightlife, and the cancellation of events.
Now, many wonder for whom we should wear the clothes that fashion brands show us.
Getting to know your brand will avoid failure
“What is good for you is bad for me” and vice versa. In other words, declaring digital shows as a failure or a success will depend on the independent results of each company.
As such, a glorious haute couture brand will surely not be very functional in a virtual fashion show, but perhaps for a “fast fashion” firm will be.
This is a question of market analysis, strategies, values, and brand identity that determines and defines the result. However, the virtual space in fashion is a tool with many points in favor.
Now it’s only a matter of time to get the answers to our questions. How long will it take them to go back to traditional mode? Will they be able to return to the fashion shows with their magnificent events?
Will they discard virtual parades or will they unite these two alternatives for a more complete experience and within reach of a wider audience where many feel inclusion?
What is certain is that this is another event in the history of fashion that will be written down as a great event. Fashion has once again, faced a new difficulty, and managed to keep reinventing itself.
We must not forget that even crises dress in fashion and failure is not trying other ways of moving forward.