Is digital the latest style from the fashion industry?

Last week, the opening of Burberry’s first flagship store in Taiwan went down a storm as guests were immersed in a multi-sensory experience. The British fashion line created interactive, digital weather that included rainstorms and lightning to champion their star product, the Burberry Trench. Dubbed Burberry World Live, the digital experience is scheduled to travel to London, Hong Kong and Chicago. Although the famous label offers a unique experience, a fashion brand embracing a digital experience is nothing new. However, the global brand is the latest luxury label to model digital solutions. Perhaps interactive digital experiences are becoming the new trend for spring/summer 2012?

Fashion line Chanel has also spotted the digital craze. Back in March they produced a virtual walk-in wardrobe to celebrate their timeless tweed jacket. The digital exhibition of The Little Black Jacket featured interactive images of more than a hundred celebrities who were personally shot by Chanel’s head designer, Karl Lagerfeld.

Virtual walk-in Wardrobe

Dolce & Gabbana also appear to be a brand that considers digital communication to be at the forefront of how they engage with their audience. It was the first fashion label to launch a mobile site and it was also the first luxury fashion label to allow fashionistas to live stream their runway shows.

Front Row on your iPhone

It appears that fashion labels have been fully embracing digital-chic since 2010, however the latest immersive, interactive video from Burberry suggests that digital is a rapid and growing trend for luxury fashion labels. Burberry World Live is a truly powerful way to display the fashion label’s heritage. It could be supposed then, that high-street brands will adopt these luxury brands new digital trends and implement their own digital solutions in the near future. Interactive videos have the ability to offer a unique experience to consumers, as these digital solutions offer a type of story around the fashion brand, making it an enhanced version of the runway – perhaps this is why digital is becoming more mainstream in the fashion industry.



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