I think this blog-style design is just superb. Minimalistic to the bone.
A place for my thoughts
I think this blog-style design is just superb. Minimalistic to the bone.
At 11 p.m. ET on Tuesday, Burberry will stage its Spring/Summer 2011 show for its high-end womenswear line at London Fashion Week. But the physical catwalk is just one part of this year’s show.
In addition to livestreaming the event on its website and making a select number of pieces available for purchase immediately afterward (which the company has been doing since its Fall 2010 show in February 2010), Burberry has also invited customers into 25 of its flagship stores (in 16 countries, no less) to watch the event live via 3×3-meter HD screens.
Afterward, employees will distribute iPads to participants so that they can browse and purchase many of the items they’ve just seen via a custom-built app. Orders will be delivered in roughly seven weeks — i.e., several months before the rest of the collection will be available online and in retail stores.
The initiative cleverly bridges the gap between the online and retail shopping experiences. Although customers will not be able to examine and try on the garments and accessories in the collection, they will have access to employee advice and assistance, among other benefits — such as “the clothes, the music, the energy and the atmosphere,” Burberry Chief Creative Office Christopher Bailey said in a statement.
Undoubtedly, many customers will be more responsive to an invitation for an in-store event, rather than a prompt to log on to Burberry.com to watch the show online, as well.
What do you think of the concept? How else can fashion brands use digital technology to make Fashion Week more of a consumer-facing event, and/or bridge the gap between online and retail shopping experiences?
Interactive agency Akqa has developed a campaign for Fiat that borders between digital and real life and really excites me!
It's a USB key that you plug into your car and records your driving style. Then you plug the USB key into your PC and download the data. An app will analyze the data and will display on nice graphs your driving style and give you tips on how you could improve it to save fuel and CO2 emissions.
Call it Nike+ for cars if you wish. Akqa once again leading the way...
Merging the off-line and on-line experiences into something new, entertaining and innovative. This is what digital is all about to me!
