Fashion and Technology in 2015

This is a delayed post that you are about to read because initially was I had wrote was was really long. Though I love sharing my thoughts, I would not want you to read something like an essay in a short post. I condensed it down a lot, so I hope you do enjoy the little of bit of what I love in PR, that is fashion and technology. 

During my last year of uni (2015), I became very conscious of the world of technology raised in conversation with fashion. I would never consider myself a tech guru, and certainly as a teenager growing up, I never observed or wonder about the importance of technology and fashion together resulted in too , but now more than ever; I realised that it is something you have to be ‘observant’ over, and I'm going to talk about what types of technology the fashion world were using in 2015.

Burberry

Burberry on Instagram. 

To be honest, everything involving technology that Burberry do is incredible and forward thinking in that moment in time, but I really would just like to highlight Burberry whey they took to Instagram to show behind the scene footage of the SS12 show using the iPhone 5s. it was such a beautiful and new way of seeing the ready-to-wear instantly within the world of social media.

Truly the premature stages of what we are now seeing as live streaming and etc. Burberry using Instagram showed how great the quality of the camera on the iPhone was as well as reaching out to Burberry (and iPhone) audiences further than just on one platform (shared through Facebook and Twitter). Burberry truly will remain as one of the leading fashion find is that prove technology has a place in luxury and lifestyle. 

         Burberry on Snapchat.

Fast forward to 2015; they have understood the changes and attitudes within social media, take a look at the exclusive Snapchat stories - instead of having 15 edited classy and almost editorial finish posts on Instagram pictures, to last forever; use on Snapchat which allows instant reactions in a ‘story’ / ‘journey’ format; executing the beauty of ‘real life’ behind the scene footage ranging from staff attempted to close-ups of the interior decor / show-space and more. The beauty of Snapchat is the photos only last for 24 hours and then they are gone! That's why so many brands are using Snapchat because Snapchat that last for a day to 3 days is far more effective than Instagram and edited glossy editorial photos to last forever but only to then be judged by the amount of likes, comments and shares. 

  

   

Burberry is such a good brand for a case study within PR, I used Burberry all the time within elements of social media understanding at uni. These photos were all screen shot on my iPhone during SS16 show.

The other brand I would use is of course, Dior :). Feel free to check out my FMP  (pg 48)

x

Tiffany&Co. Brings Fifth Avenue to London #SelfridgesXTiffany

[Courtesy Image]

On Saturday 11th July, I went along to the exhibition FIFTH & 57TH at Selfridges. It was all about Tiffany & Co. bringing 5th Ave to London. Now initially when I had heard about this exhibition, I truly did not know what to expect. I have been paying a slight attention to the brand ever since the arrival of its new design director Francesca Amfitheatrof as well as other changes throughout the company within the past three years or so.

I remember reading an interview on the NY Times site in NYC last year, Amfitheatrof’s vision for the brand was discussed as well as sharing her view about the consumers attitudes towards the brand based on its energetic and romantic history. I remember reading on the train in NYC, how interesting it was to see somebody comment on a brand like Tiffany. Amfitheatrof talked about the brand in a new way; what really grabbed me was a possibility of patterns overriding the infamous tiffany blue, also demonstrated in Tiffany T collection.

This got me thinking, if you were to take a position like Amfitheatrof as design director of a brand like Tiffany, what is there to do with it? Continue? If so, are you truly a design director or a replica director? What would you really expect to change around a brand like Tiffany? (That is a question for you and I by the way ^_^)

What I have notice about Tiffany really is the way the brand really connects it’s relevance to New York City. How powerful is that? With the launch of the Tiffany T collection, Amfitheatrof really showed the measure of the city in regards to the energy, daring personality and its power qualities in a graphic way.

“I wanted to create a symbol for modern life and its relentless energy that flows through New York and drives art and culture around the world,” she says. “This is just the beginning of what I hope to accomplish.”

Also in October 2014, their interaction with consumers over social media turned up one notch; Google+ hang out session with Amfitheatrof, model Coco Rocha, Aimee Song of Song and Style and Elle fashion news director Anne Slowey. These high-profile women took the pulse of the moment, sharing their expertise in media, fashion and design and reflecting on the wider world of art, style and culture. 

I remember asking a few people I met out in NYC about the new appointments vision, and many said, if she doesn’t focus on what Tiffany is already striving in within the market, consumers wont react well, but will react quickly. Regarding my final project at university on Dior and Raf Simons; my research showed that consumers didn’t feel too pleased with the appointment of Raf because of his ‘minimalistic’ characteristics; however, his modernistic vision in the Dior woman of today continues to express the beauty of the female silhouette just like Mr Dior himself.

It’s all about modernity but clear references to the brands key values, and in Tiffany a rich heritage spanning over 175 years touching many pieces from home ware to engagement rings.