Marking the 20th Anniversary of their iconic meanswear line, Dolce and Gabbana have launched the Swide pre-show diaries on the Dolce and Gabbana YouTube channel. This virtual runway grants viewers who may not otherwise be able to attend a chance to see the Fall/Winter 11 menswear collection ahead of the Milan debut.
The Dolce and Gabbana YouTube channel offers some tantalizing footage from initial sketches, to the design team. You can also follow their progress on Twitter here.
Implications - With 2010 being the 20th anniversary for Dolce & Gabanna, it was only fitting that the luxury brand did something provocative and interactive.
Co-Founders Domenico Dolce and Stefano Gabbana explained that this unconventional method of reaching consumers could bring in a new audience, who may not have been exposed through other, more traditional means.
Virtual Runways
Dolce and Gabbana Preview Fall/Winter 11 on Youtube Channel
Trend Themes
1. Virtual Runways - Using virtual platforms to showcase fashion collections, allowing wider audience reach.
2. Interactive Marketing - Engaging consumers through unconventional and provocative methods to create brand awareness.
3. Digital Fashion Shows - Streaming fashion shows online to give viewers a chance to see collections before the official debut.
Industry Implications
1. Fashion - Opportunity for fashion brands to leverage virtual platforms and interactive marketing to reach a broader audience.
2. Technology - Development of innovative platforms for digital fashion shows and virtual runways.
3. Marketing - Creation of interactive marketing strategies to engage consumers and create brand awareness.