Tag Archives: Burberry

Gucci Gucci goo

I’ve talked about how different fashion houses have started livestreaming  their shows over the internet a few posts back and now that it’s Fashion Week all over again, we can expect them to once again broadcast their collections for fashionistas all over the world to see in real-time. Last night, Burberry showed its women’s Spring-Summer 2011 collection live from London and I was able to watch only snippets of it (my internet connection was rather choppy and the video host kept buffering every two seconds or so). Needless to say, it is a triumph for the brand granted that every time they do a livestream, thousands of people around the globe tune in to their website. Burberry is one of the frontrunners in innovative fashion show webcasts, having streamed their last season’s show in 3-D.  However, despite being 3-D, it still looked rather grainy. This season, they were successful in broadcasting it on high-definition. Even with that, it seems another brand is trying to top their performance with one that is more outlandish, if you will (fashion is about extravagance, after all).

Burberry women's Spring-Summer 2011

Burberry women's Spring-Summer 2011

Enter Gucci. Gucci of course, is a brand that needs no introduction. Like Burberry, it too has jumped on the livestream bandwagon. Last season they did simulcasts of different cameras stationed in different locations within the venue of their show, much like what you’d see on CCTV camera screens. However, like Burberry, the quality of the video was not exactly up to par. This concern is probably a result of having so many viewers watching the stream at a time. This season, they’re being more exclusive as now they require an online RSVP for one to view the channel. I have a feeling that they too will be doing a high-definition broadcast given that Burberry has raised the bar considerably high. Apart from the live-Tweet function (which Burberry also offers), Gucci has this webcam viewing option so online guests can see each other while they watch. Now, I really don’t see the point in doing this since everyone would be fixated on whatever would come down the runway. It does give the impression of Gucci being more advanced nonetheless when it comes to its web platform. Whether they will succeed Burberry will be found out later, in approximately six hours.

This display of “Who does livestreams better?” certainly shows how much companies are capitalizing on the fact that a lot of those who comprise of their stakeholders are netizens. They’re definitely bringing out the big guns to catch their audience’s attention. These PR efforts certainly makes these luxury giants more appealing to a greater number of people and thus create a bigger demand for their products. If that is the case, then wouldn’t it be nice if Philippine Fashion Week did the same? After all, gaining worldwide recognition is about as easy as doing a live webcast.


Real-time? For real?

Milan Men’s Fashion Week starts today and I’m pretty sure that some designers would once again use the internet to their advantage. How, you ask? Before the internet’s heyday, broadcasting various events was a task that was usually designated to a camera crew, a satellite dish, and of course, a television (yes, I might be oversimplifying this but you do get my point). People would rely on these as their way of witnessing different happenings across the globe as they occur.

Of course, much has changed ever since the so-called Age of the Internet began. With the internet, you get to watch whatever major event in real-time with more ease than you do with a conventional TV set. For one, there are less commercials. We all know how incredibly annoying it is for those 15-second-or-more clips to interrupt a live broadcast. Another reason is that you get to watch programs without having to pay extra to your cable TV provider; it also saves them the trouble of having to launch a new channel just for you. In the Philippines, pay-per-view is something that we have yet to experience after all. The internet somehow gives you more freedom to choose what you want to watch.

Going back to the subject of (the business of) fashion, labels have found a new way of engaging people to appreciate their brand. It is by livestreaming. By broadcasting fashion shows over the internet as it happens somehow generates more hype among fans of the brand. Among the pioneers of this phenomenon was Victoria’s Secret. In 1999, the lingerie giant announced a 72-hour countdown to the live webcast of their annual fashion show, which resulted in over 2 million internet viewers. Despite the attempt having some trouble due to the unexpected viewer turnout (the now-defunct web host Broadcast.com famously crashed), it worked well for the brand since the publicity that was created was tremendous. For any company or business, the public’s intensified interest over their merchandise would put them a step ahead of their competitors. It is truly advertising and marketing at its finest (not to mention, dirtiest).

Lately, it seems a lot of designers have jumped on the livestream fashion show bandwagon, namely: Burberry (they will be streaming their men’s Spring-Summer 2011 show live for the third time later tonight in 3-D), Dolce & Gabbana, Chanel, Alexander McQueen, among others. Some have even gone the extra mile in providing a live-chat box beneath their video players so as fans can interact with each other during the course of the show. It must be noted that McQueen’s last women’s runway show prior to his suicide in February of this year, entitled “Plato’s Atlantis,” was livestreamed on SHOWstudio.com. This was to coincide with the premiere of Lady Gaga’s single “Bad Romance.” Like what happened to Broadcast.com ten years ago, the site crashed because of the sheer number of fans of both Gaga and McQueen rushing to the site. It hasn’t stopped others from following suit though.

Nowadays, more and more showss are being aired live on the internet; everything from Oprah to internet porn are streamed live via the web. However, it has yet to provide hi-def quality images that cable TV manages to show. Also, servers still need to work on how to handle so much internet traffic going into their broadcast. Nevertheless, we should be happy of how the internet is slowly championing the idiot box as our source of visual entertainment. It means that the television experience is no longer exclusive to just television sets. That is, of course,  good news for the person whose eyes never move away from his computer screen. In short, “Yay for me!”