In the past few years, major fashion houses like Louis Vuitton and Gucci have begun shifting marketing dollars from print ads to digital channels in response to the steadily growing popularity of online apparel shopping. Fashion brands that focus on their ecommerce presence have opportunities for dramatic growth as shoppers move online, but the competition is stiff.
Many fashion brands differentiate themselves from their competitors by being creative and innovative as much as possible.
Gucci raised the bar with their “Gucci Hallucination” campaign, which gave customers a deeper sensory experience through art, fashion, and tech. The campaign enhanced the talent of Ignasi Monreal, a Spanish artist discovered through the #guccigram project, and placed him at the center of the new digital project. Gucci has made Monreal’s artwork interactive for customers and supporters by having their windows around the world dedicated to the artist’s works created for the Gucci SS18 advertising campaign and projected onto a big screen, like a work of art displayed in a gallery.
The Gucci stores installed a virtual reality experience, 15 of 20 illustrations from the Spring 2018 campaign appeared in magazines and newspapers and were scannable using the Gucci App to reveal special 3D pages with augmented reality effects. Customers in the store were also able to access
Recently, Givenchy launched an outdoor, digital contest to win tickets for their forthcoming Paris show on September 30th. To kick off the Instagram competition, the house has placed five thousand logo stickers around London and Paris as a teaser lead up to the show. People hoping to attend the show are being asked to photograph the sticker and load it onto Instagram with the hashtag #GivenchyFamily. The best three posts will win tickets to the show and featured on the brand’s own account. The smart activation is cost effective, leverages the show in a new way, and is digital to boot.
Marc Jacobs did something radical: he casted models for his Marc by Marc Jacobs AW14 campaign via Instagram. He invited users to submit videos using the hashtag #CastMeMarc and over 70,000 people rose to the challenge, nine of whom ended up in the ad, shot by photographer David Sims.
In fact, it was such a success that he resurrected it a year later for his AW15 campaign.