By: Kelly Ahern, guest blogger
As summer nears its end the same thing is on every fashionista’s mind—a new wardrobe.
With the change of seasons comes the need to de-clutter one’s closet and make way for the freshest fall fashions. But what is it exactly that grabs our attention in this dire time of need?
One word: advertising.
It seems like the Fall 2010 season is already heating up as it brings with it a bevy of creative integrated marketing campaigns, technologically advanced advertisements and naturally some of the stylish trends to date.
A common thread seen among the marketing of this season’s newest designs is the incorporation of multi-media.
Designers and their ad-teams are moving beyond simple print materials and editorial spreads, they’re dreaming up bigger and better tactics. Whether it’s the further incorporation of billboards and outdoor advertising or even the addition of viral campaign videos, industry professionals know that now is the time to challenge those boundaries and really get creative.
A|X Armani Exchange took it another step further by fostering consumer engagement with the creation of 3-dimensional print advertisements, video and applications on their website which allow visitors to re-create their own 3-D designs.
Following this emergence of multi-faceted marketing is Alexander Wang. The designer had not one, but two ad campaigns come out earlier this week.
The first is a follow-up to his premiere T campaign. This season the print ads will feature rock-n-roll beauty Zoë Kravitz alongside male model Max Motta.
Like last season, the line’s National Promotions & Advertising department will be placing the images around New York, targeting locations in SoHo as well as the East and West Villages.
Wang will also release his first-ever women’s campaign video in collaboration with famed photographer Craig McDean, stylist Karl Templer and creative director Fabien Baron. The video highlights the desinger’s inspiration for the new collection and features Abbey Lee Kershaw.
The footage will reportedly premiere not only on Wang’s official website but also on a select number of fashion sites, including WWD, French Vogue, Love and Style.com.
And what does every glamazon need to accompany the perfect fall ensemble? The right accessories of course—
The unforgettable Kate Moss has got you covered there. Her second handbag line for Longchamp will be available for purchase beginning between the months of September and October.
Can’t wait the extra few weeks? Anxious consumers can rejoice because supermodel Moss is on top of the latest marketing trend. She too has released behind-the-scenes footage of her Fall 2010 Campaign.
What is unique about these viral videos is not that they are taking YouTube by storm or constantly being re-tweeted, it’s the simple fact that they allow the consumer to enter the realm of the brand.
Exclusive footage and sneak previews of campaign production provide individuals with the accessibility to explore the new designs before pieces are actually released. What once was a privilege for top magazine editors is now available to any fashion enthusiast.
Thanks to this happy marriage between creativity and technology, you know longer have to be seated in the front row at Fashion Week to catch a glimpse of what your favorite designers have to offer this season.
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Kelly Ahern is a recent Roger Williams Univeristy graduate living in New England. She graduated with a degree in Communications-Public Relations and a Core Concentration in Italian. She is an aspiring PR professional who loves social media, fashion and traveling. You can find her on Twitter @Kelly_Ahern.
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