Do you recall that Seinfeld show where Kramer has this whole pointless story regarding how he wanted to return a couple of jeans he bought, but by the time he got to the shop “he ended up ruining the very pants he planned to return”? Apparently, tales about your clothes could be a big issue – and individuals can come around in a form of social networking mindset, to mention their favorite clothing stories. That’s the whole idea behind Burberry’s new venture; the company from England has been producing raincoats (or rather trenchcoats, if you are a lover of Humphrey Bogart in Casablanca), for nearly an entire century and their latest way to remain relevant, is the latest Art of the Trench social networking website. As fashion designers’ sites such as this one is an unbelievable creative step, and also a roaring success.
Lots of the fashion houses we know and admire, have grown to their current levels of global recognition from a single basic product that their founder once thought of. For some, like Hermes, it was a bag, for Gucci, it was trademark fashionable footwear, and for Burberry, it absolutely was the coat. All these impressive fashion icons, have never ever tried to market themselves to the customer. They are just too lofty a deal for that. But today, with product sales to the ultrarich falling, it just appears to the fashion houses, that presenting themselves to the young metropolitan youth market as an aspirational brand, could make up for what has already been lost in conventional sales. And this could possibly be very exciting as designers’ websites attempt to bring their popular sense of artistry and fashion to their online appeal.
Art of the Trench is certainly the most successful attempt at this point. The website, surprisingly, enables you to obtain street level portrayals of people going about their business, donning trenchcoats. At first, the pictures you saw on the website were just professionally-shot fashion photography. But pretty soon, the concept touched a nerve somewhere, and huge numbers of people have been sending in their own trenchcoat pictures.
No other designers’ websites have ever imagined of a method to just display their products online, and involve people in a passionate way in that effort. It is extremely disappointing if you think about it, but these other companies are icons of fashion as well – that are meant to be so capable to determine the rhythm of high fashion and what individuals will like down the road; and they have been left on the sidelines by the Internet – the truly icon of today.
Prada, the name that launches a million dreams in starry-eyed rich young people appears curiously short of ideas on what to do with the internet, if you go by the look of their site. If you buy a DVD of a hit movie, you expect a lot of extras – the entire process of moviemaking, the bloopers, interviews – you desire to get inside the very skin of the artistic process. Prada, however, just provides for us a boring glimpse into some its products from its most recent fashion season, and that is about it. While they start to sort their plans out, the possible future for fashion designers sites will certainly be interesting. Exactly the same fashion names such as Karl Lagerfeld are certain to exploit their rockstar-like mystique with their creative moments recorded on videos on the website, and live broadcasts of the creative process are certain to appeal to an incredible number of fashion fans. Leading fashion designers have an opportunity here like no other, to actually become fashion gods on the internet.
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