FASHION + TECH: CINEMA-SELLING
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?