Still from Vol de Jour, film by Karl Lagerfield via Chanel
As we live in such a world, having virtual presence is key for the longevity and success of any business company. Smart retail companies and fashion brands recognize this and are shifting their marketing and branding strategies. These days, in order to stay afloat in the market, having digital content is vital. Without a platform in the digital world, a brand has almost no identity. And since creating a Facebook fan page, Twitter account, or a blog is free, building an online community has never been easier.
With the influence of media and technology, brands must begin to think in a more creative manner and offer something special in order to stand out against the crowd. As we are constantly bombarded with new ideas, brands must offer something interesting to keep their audience engaged. And to stay on top, it's much more than just about having presence; it's about innovation. Chanel, for example, has been making some changes lately with their runway videos, a silent film, video diaries, and their most recent development, Chanel News. Although Chanel is regarded as one of the most exclusive Parisian design houses, the brand recognizes that the world is not the same today as it was twenty, or even ten years ago and change is necessary. And even smaller designers are experimenting with film and media; Designer Vanessa Bruno for example, collaborated with model and actress Lou Doillon and director Stephanie Di Giusto for her last two seasons to create a fashion video "Visual Poem."
Tavi for Vogue Paris via Jak & Jil
We live in an exciting period where all the traditional systems of fashion are being redesigned, criticized, and restructured. And as we live in a global society where technology is the driving force, we are ready to leave the old, and embrace the new. Andy Warhol was right when he said, "in the future, everyone will be famous for fifteen minutes." But even if recognition is easier to achieve, the challenge now lies in permanence.