January 14, 2012


January 14th, 2012, New York, New York—Fashion has long been the trendiest, and most evolving industry in town, but the energy quickly fades when the show is over. Reviewing a decade old promotional mix of print and event-based advertising reveals that while they promote “a story behind the collection,” the story is left limp; Ads are motionless, and runway shows have guidelines.  A new space where the story can be flushed out is needed. The industry’s next big trend is on the rise, and Montreal PR Mogul Aasit Thakkar calls it “Cinema-Selling.”

Cinema-selling is a form of transmedia-storytelling.  When the movie-series “Harry Potter” released, transmedia-storytelling quickly emerged. Video games, Meet-ups, a theme park,  and even specialty Jelly Belly Beans™ offered newer ways to interact and deepen the relationship. Cinema-selling does the same. Garments take on a life of their own, becoming the characters, sights, and sounds in a cinematic short. The result is an orchestral masterpiece that deepens branding, brand positioning, and ultimately fan relationships— And in doing so, brand equity rises. Already designers such as Versace for H&M, Prabal Gurung, and Aqua Di Lara are putting forth cinematic shorts that take fans on a deeper journey into the brand. It’s a bold move in trying to sell the story behind every fashion brand.

With the emerging trend of Cinema-Selling, the fashion industry will step up as a leader in the new wave of branding called sensational-branding. This act alone will help solidfy the industry’s position as the trendiest and most evolving industry in town. Who knows what will come thereafter?—designer water from Aqua Di Lara? or a video game from Versace for H&M? 

Prabal Gurung Pre-Fall 2012 Teaser

Versace for H&M Teaser 

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