In an age where we want what is on the cutting edge of creativity, the typical fashion show can come across as a bit flat. That is why many designers have turned to other inventive ways of presenting their lines hoping to attract new customers and continue amazing old ones.
Pringle of Scotland is not one that automatically creates excitement when you think of them. What comes to my mind is very warm, boring looking sweaters and the occasional kilt. Then came their genius presentation of their Spring 2010 line. Take Academy Award winning actress Tilda Swinton from movies such as The Curious Case of Benjamin Button and now add art photographer Ryan McGinley known for his photography of counter-cultures and you get this amazing masterpiece:
A beautiful short film in itself, the video does a great deal in reviving Pringle of Scotland's image. You are left with a feeling of the beauty of the landscape of Scotland mixed with the air of relaxation and mystery that is now linked to their name and clothing. Tilda looks amazing in the clothing giving the dresses a turn towards fantasy that adds life to their lines that were thought of as boring before.
Using a video to form a feeling and image in the consumer's mind can be more effective than a typical runway show. Through images and sound, an emotional attachment can be formed with the brand and consumer that a fashion show cannot offer. It can help reach much more people than the exclusive shows, while increasing the market share and customer lifetime.
In the spirit of the upcoming Halloween, I thought I would end with Christian Louboutin's remake of Psycho by Alfred Hitchcock that was created to advertise their new store opening.
Just like video killed the radio star, is this the future for the fashion show?
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