The Fashion World’s designers want to stand out among their competition, as much as luxury real estate agents and companies do. Standing out in one’s field means being top- of-mind and that translates into profit. September and October are the fashion show months as designers unveil their latest offerings for Spring/Summer Collection 2015.
The spirit of competition is fierce among the various fashion brands. Every designer wants to be noticed and first to come to mind. The showmanship is usually buzz- worthy. However, will the buzz be long term memorable or “so five minutes ago”?
This morning we received a video announcement from Ralph Lauren about the “first ever 4D Fashion Show, A Holographic Runway Event in the Heart of Central Park.” Along with the video of the event, a behind the scenes video was included on the making of a holographic event with green screens.
It was for us a momentary wow, and then it became “so five minutes ago!” It was so five minutes ago, because we could envision all the other fashion houses imitating this in no time. As technology evolves on a daily basis, it can so easily become so five minutes ago,” because the next breakthrough is around the bend.
In October 2007, Fendi made fashion history by hosting the world’s longest runway show on the Great Wall of China. The runway was built on top of the wall, and this in itself was an engineering feat.
This definitely was a wow for us. The event caught the attention of the global media. Seven years later, we are still talking about it. This event eclipsed all the runway shows in 2007, and in our opinion was memorable and inimitable.
As much as it was a defining moment for Fendi, it was a coming out party for China, at that time an emerging superpower looking to make its impact on the world at large. From a marketing viewpoint, there was an alignment of purposes and a win-win for all parties, and that alignment made it memorable.
Written by Ron & Alexandra Seigel-
ABOUT: Napa Consultants, International is the leader in brand strategy for the luxury real estate industry. They work exclusively with professionals who are passionate about gaining or sustaining market leadership. With an expertise in personal branding, company branding, luxury real estate website design and social media marketing they help their clients become the breakaway brand in their marketplace.
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