Friday Forum – We bring the hottest questions from the Chinese Social & Digital space to our brightest minds.
周五论坛——让中国社交与数字领域最热门的话题碰撞出思维火花

Which fashion brand event has been the most entertaining and innovative during COVID-19?
COVID-19期间,哪一场时尚品牌活动最别出心裁,深得你心?

Lesley Tam
Account Manager / We Are Social

时装秀是享有盛名的“仅限邀请入内”类型的活动。但在COVID-19疫情期间,即使是大型企业也纷纷放下身段。比如2020年的上海时装周就面向所有人在直播中开放,观众可以通过观看阿里巴巴的天猫现场直播,体验并感受前排视角下的时装秀。在这次直播活动中,超过250万观众在线观看直播,并与品牌方进行了高达100000次的互动,每周的潜在客户也增加了450%。由此来看,也许此刻是让时尚品牌放下身段、将直播渠道并入未来常规营销渠道一部分的大好时机?

Fashion shows have been seen as prestigious "invite-only" type of events, but with COVID-19, even the big players are dropping their snobbishness. Shanghai Fashion Week 2020 opened up for everyone to experience the Front-Seat experience Livestreamed via Alibaba's Tmall. After reaching over 2.5 million viewers and 100,000 interactions between the brand and audience during the event and a 450% increase in weekly lead-through, perhaps it's time for fashion brands to drop their ego and adapt Livestreaming as part of their regular marketing channel going forward?

Robert Li
Senior Copywriter / We Are Social

这两场时装秀对我来说是整季最突出的亮点。
3月初揭开帷幕的上海时装周,与天猫进行了合作更具有销售导向。 "云T台"使用绿幕VR技术进行,"云连麦""云连线"让消费者在购物的同时更可以直接与品牌对话。

7月初开始的米兰时装周,采用"实体+数字"的方式进行。实体秀场仍然代表着积极能量;特殊时期促成时装周求新求变,新品则以短视频的方式转至线上发布。

There were two fashion shows that have stood out the most for me.
Firstly, Shanghai Fashion Week from early March took a more sales-oriented approach when hosting the event together with Tmall. For instance, the show was fully done with Green Screen and VR technology.  The show also allowed consumers to talk directly with the brand while shopping around.

Secondly, Milan Fashion Week, which began in early July, combined both physical and digital during the show. For example, new products were launched as short videos online. COVID-19 truly encouraged them to be more innovative and make some drastic changes, which I believe at the end still gave a positive experience.

Ruby Wang
Senior Account Executive / We Are Social

COVID-19真正意义上迫使时尚品牌们激发出它们的创造力,不断探寻在现实生活共情暂时缺失的当下,如何为观众呈现一次全新盛宴。爱马仕2021夏季男装系列完美应证了新型营销术语“Phygital” (实体“physical”和数字“digital”的结合与碰撞)仍可以与观众们迸发出共鸣和火花。爱马仕与法国戏剧导演西里尔·泰斯特(Cyril Teste)一起创作了一场艺术现场表演。它以幕后镜头的视角呈现,使得粉丝们可以在观看爱马仕新系列的同时,以第一人称视角身临其境,目睹一场时装秀幕后的插曲与花絮。

COVID-19 has truly forced fashion brands to be creative in how to present a runway collection without all the real-life glamour. Hermès' Men's Collection for Summer 2021 demonstrated that 'Phygital' - a marketing term that mixes both physical and digital - still can be engaging. They created an artistic live performance together with the French theatre director Cyril Teste. The show is presented as behind-the-scene footage where the fans can witness the chaos of a fashion show while having the chance to see Hermès' new collection.

Wanyan Yijin
Account Executive / We Are Social

疫情期间,很多品牌的走秀和杂志拍摄都暂停了。线上的时装秀琳琅满目,但让我印象最深刻的还是在与外部隔离期间,模特Bella Hadid在自己家的院子完成了Bottega Veneta早秋系列的拍摄并刊登在《i-D》杂志2020年夏季刊上。这些明星作为社交平台上有较大影响力的人,在疫情期间可以以身作则隔离在家的同时,还能自我创作,给到读者让人眼前一亮的作品实属不易。隔离在家是否只能做一些常规线上工作?还是这其实是一个创新创造的好机会?对于他们来说,这或许是一个大展身手表达自我的时机。

For natural reasons, many fashion brands canceled their runways and magazine shootings. However, I was amazed at how Bella Hadid finished the shooting of Bottega Veneta's Pre-Autumn 2020 Collection from her own backyard and published it at I-D Maginze. Trying to be a role model of social distancing while having the pressure to complete high-anticipated work cannot be easy. Can these limitations hinder the making of extraordinary work or does it create an opportunity to discover new dimensions of creativity? Bella Hadid's brilliant solution is a great example of what can happen when exploring your possibilities.

Hazel Shi
Account Executive / We Are Social

看了Dior的秋冬高定秀,由Matteo Garrone呈现,很美,故事线是Base在神话上,又创意性地加上了“工匠制作小衣服”的idea。但最impress我的还是ICY的数字时装周,在AR,VR,全息投影和边看边买技术已经不新鲜的当下,这场秀融入了数字模特,让我惊呼“原来模特都可以是数字的!”,很多场景也都是CG制作的,非常有未来感。

Two shows stood out for me. Firstly, I was mesmerized by Dior's Autumn-Winter Haute Couture Show, directed by Matteo Garrone. They adopted the theme of "Myth" as part of the storyline, and brilliantly introduced the artisans' designs. Secondly, ICY's Digital Fashion Week impressed me where they creatively took leverage of AR, VR, holograms, and digital models for their Online Runway. The digital models and CG backgrounds surprised me the most how well it worked. The audience could even purchase the products directly while watching. Very futuristic!