Saturday, 8 September 2012

Virtual Runways- Is this the future of fashion?

During my last post, I briefly reviewed See By Chloé's S/S 2013 collection and it got me thinking about the use of virtual runways...

I think I understand why designers like Ralph Lauren and Dolce and Gabanna are opting for a virtual runway experience, yet for those who are invited to view these screenings, I don't think anyone can say it's the same as getting the atmosphere of being next to the models walking down a runway right in front of your eyes.


Nevertheless, it does give designers the option to live-stream the shows to the public, thus allowing them to collect thousands of viewers onto their websites and social media pages which is profitably viable. Viewers could share the runway looks on Facebook, tweet their opinions, pin their favourite looks. The spread of information just increases and increases and the brand is out there everywhere. 


Many are also drawn to purchase runway looks directly on the sites as options are given for the viewers to purchase straight after or whilst the show is aired. This is a great marketing strategy in itself. Convergence of new media technology has made the purchase and transaction of exclusively released pieces so incredibly easy, it'd be hard for fashion devotees to think about resisting.

In 2009, David Lauren, Polo Ralph Lauren's marketing chief told Time: "The cost of a fashion show has become prohibitive, and because of the economy, fewer members of the press and buyers are making the trip to New York to see the show." 


Naturally, designers are going to be saving a hell of a lot of money if they choose to use e-media to debut their collections but for some shows, I think we need to keep the original format. I mean, I could never see designers like Chanel doing anything like this and I think it should stay that way. After all, we need the sensational locations and the details of everything, including who's there and who's not!


Will we be seeing more virtual runways?