High Fashion Becomes Social
High fashion brands - I’m talkingreallyhigh fashion - are for the elite. They are aspirational names that people like me would love to have sitting on a pedestal in a massive walk in closet (obviously never used, just looked at). And it’s just that - a dream.
While this Brittany will likely never have a Berkin - I can still fascinate about it. And while it may never be in my hands, being able to connect with it personally could be the next best thing. Some brands, like Burberry, Oscar de la Renta, Hermes, etc. connect with fans in the same places that Walmart and Forever21 do - online - to create an even-leveled space for communication.
And they do it pretty well! Burberry is most known for its live streaming video from NYFW last fall. It was their way of involving fans unable to attend the show in person (read: most) to see it go down - and even see it behind the scenes. Burberry has done it again in the digital sphere by personalizing GIF cards for their fans after they reached 1,000,000 followers on the Twitter. While nothing astounding, it’s a small sentiment to say that brand’s appreciate their fans even if they aren’t the ones paying the big bucks… ….yet.
High fashion brands are also breaking grounds on digital platforms like Pinterest and Tumblr. Both Badgley Mischka and Jason Wu previewed their Resort 2013 collections digitally, respectively on the aforementioned sites.