What if the virtual runway is the new reality?
May 20th 2010 13:02
Original Creative Writing:
consumers
Link: www.modatecnologia.com/
What if the virtual runway is the new reality?
In the online landscape, consumers seek a strong emotional connection with fashion and luxury brands, something that reaches beyond the traditional rituals of runway shows and red carpet coverage.
Emerging technology has expanded the relationship between the brand and the consumer by providing a 360-degree, multi-channel communicating experience.
Brands including Louis Vuitton, Dior, Chanel, Prada, Tod's and Ferragamo have led the way in experimenting with new forms of brand communication and promotion for digital and traditional media, particularly short film vignettes.
Marina Garzoni, president and founder of Moda e Tecnologia, and MSN are proud to present STYLE STAR, a revolutionary new tool for creating immersive interactive experiences for consumers in both the real and virtual worlds.
Designed to generate greater brand visibility, attract existing and new customers, foster immediate consumer interaction, increase sales and boost customer loyalty, the Style Star web channel hosted by MSN melds the worlds of fashion and film, amplifying the reach of the fashion and luxury industry's promotional efforts and short film production while showcasing Microsoft's leadership in global retail information technology solutions.
This concept was first previewed in September 2009 at the 66th Venice Film Festival and Milan Fashion Week.
In the digital world, consumers are no longer targets but individuals who demand authenticity, participation, exchange and co-creation, says Garzoni. STYLE STAR offers the public a new way of connecting with the latest trends and the world of cinema. For brands, it combines interactivity with an emotional connection for reaching consumers across digital marketing, e-commerce, customer relationship management (CRM) and integrated web services.
Explains Andrey Golub, partner and CTO of Moda e Tecnologia and Style Star, Style Star is much more than a web site or an e-commerce platform. It is an integrated set of products and advanced technologies that combine quality content from multiple sources with a next generation e-Style Star shopping platform for a rich 2.0 user experience. It puts brands directly in touch with consumers, enabling retailers in fashion and other industries to drive brand experience and loyalty, coordinate social networking, and gain feedback and market insights through real-time and virtual participation.
This one-to-one customer relationship will enable clients to customize their products and meet the needs of those global industries in which the customer is increasingly in control.
Style Star's collaborative and promotional environment brings together designers, fashion and luxury companies, production houses and advertising agencies, and well-known and up-and-coming directors. Within the Style Star format, brands and designers will be able to showcase their productions and tell their story in an appropriate and empowering context driven by the most innovative technologies.
In the online landscape, consumers seek a strong emotional connection with fashion and luxury brands, something that reaches beyond the traditional rituals of runway shows and red carpet coverage.
Emerging technology has expanded the relationship between the brand and the consumer by providing a 360-degree, multi-channel communicating experience.
Brands including Louis Vuitton, Dior, Chanel, Prada, Tod's and Ferragamo have led the way in experimenting with new forms of brand communication and promotion for digital and traditional media, particularly short film vignettes.
Marina Garzoni, president and founder of Moda e Tecnologia, and MSN are proud to present STYLE STAR, a revolutionary new tool for creating immersive interactive experiences for consumers in both the real and virtual worlds.
Designed to generate greater brand visibility, attract existing and new customers, foster immediate consumer interaction, increase sales and boost customer loyalty, the Style Star web channel hosted by MSN melds the worlds of fashion and film, amplifying the reach of the fashion and luxury industry's promotional efforts and short film production while showcasing Microsoft's leadership in global retail information technology solutions.
This concept was first previewed in September 2009 at the 66th Venice Film Festival and Milan Fashion Week.
In the digital world, consumers are no longer targets but individuals who demand authenticity, participation, exchange and co-creation, says Garzoni. STYLE STAR offers the public a new way of connecting with the latest trends and the world of cinema. For brands, it combines interactivity with an emotional connection for reaching consumers across digital marketing, e-commerce, customer relationship management (CRM) and integrated web services.
Explains Andrey Golub, partner and CTO of Moda e Tecnologia and Style Star, Style Star is much more than a web site or an e-commerce platform. It is an integrated set of products and advanced technologies that combine quality content from multiple sources with a next generation e-Style Star shopping platform for a rich 2.0 user experience. It puts brands directly in touch with consumers, enabling retailers in fashion and other industries to drive brand experience and loyalty, coordinate social networking, and gain feedback and market insights through real-time and virtual participation.
This one-to-one customer relationship will enable clients to customize their products and meet the needs of those global industries in which the customer is increasingly in control.
Style Star's collaborative and promotional environment brings together designers, fashion and luxury companies, production houses and advertising agencies, and well-known and up-and-coming directors. Within the Style Star format, brands and designers will be able to showcase their productions and tell their story in an appropriate and empowering context driven by the most innovative technologies.
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David Jobling
