Almost two months, Talon threatened the existence of conventional ways of demonstrating a new product offline. Not being able to show the collection in person on press day, presentation, fashion Week, many brands found their own ways of working effectively with audiences in the digital environment. “Kommersant Style” decided to find out how the company has adapted digital innovation and what new formats gave us self-isolation.Digital fashion Week New conditions are pushing the world’s fashion capital for the revision of traditional models of catwalk. So, in early April for the first time in Russia held a fully digital fashion Week. During Mercedes-Benz Fashion Week Russia fashion designers presented their collections with the help of advance footage, the online stream went two days.The beginning of the introduction of quarantine measures for the Baltic brand DIANA ARNO, which this year began actively entering the Russian market (started selling on the 4th floor of the Department store “Color”), coincided with the preparation of the display fall-winter 2020/21 at Mercedes Fashion Week Russia — was already casting and styling. In order not to lose this season, it was decided to hold an online presentation, showing a new collection in the video. “The brand Director, the stylist and I was in Russia,— says Diana Arno, designer and founder of the brand.— And the rest of the team in Estonia. In the end, dozens of hours in messengers and FaceTime, online trying, online survey in terms of the quarantine and security measures when models are almost gone, locations have been closed, every day something changed shoes it was impossible to order”.Besides showing a video presentation, the brand also invited customers to an online party, total having a really big coverage. Stream Mercedes-Benz Fashion Week Russia, the Internet has attracted 830 thousand people, the audience, the number of which is much higher than normal attendance of such events. Now show you can enter without an invitation, not being a fashion editor or fashion blogger. In the new regime induced transitions fashion Week in London (men’s and women’s shows will start on June 12 and last for three days). The digitalization joined Milan, the first Digital fashion week will be held from 14 to 17 July. Your date of online fashion men’s fashion spring-summer 2021 announced and Paris (from 9 to 13 July).Digital Sorong Russia “digitize” failed not only itself, but also accompanying with last year’s Pop-Up Shop, temporary showroom of the Russian designers. It is planned that the online project Pop-up Zoom will run the entire month of may. “We came up with Pop-up Zoom together with the Union of Russian buyers not only for designers to find new outlets, but also for shops, where the pandemic appeared to supply disruptions. And because of the failed sales will be problems with the budgets for the next purchase”,— said Alexander Shumsky, President of the National chamber of fashion and the Mercedes-Benz Fashion Week Russia.How does a digital showroom? Pop-up Zoom is in the format hour meetings on an online platform for video conferencing Zoom: designers present their collections to buyers through a video presentation or lookbook of the collection as the models to demonstrate the clothing for obvious reasons is now impossible. To the meetings in the virtual showroom has been joined by 20 stores, held a tentative meeting for Shoe designers. For all participants this was a new experience.Publication from the Russian Fashion Council (@russianfashioncouncil) APR 30, 2020 at 5:38 PDTВ digital showroom there is no possibility to see things alive, and to touch it will only when they come into the store. Organizers see in this the features of the digital showroom of the potential problem for the retailer who starts working with a new designer. With existing partners more or less clear what to expect on the way out.”This is the new reality, and this method of interaction between brands and shops need to learn,— says Alexander Shumsky.— In the first stage, I am sure, will be discussed consignment — this has already been discussed on a couple of meetings Pop-up Zoom”.Similar processes occur in Italy. So, a few dozen of the leading showrooms in Milan, the city is very traditional from the point of view of business (leading to Milan’s showrooms operate successfully throughout the world on 20-30 years) plan to launch a shared online showroom with the ability to order collections. “Fashion to the last resisted, defending the traditional supply chain. The fact that Milan has decided to review its wholesale model, confirms a fait accompli, the coronavirus has already radically affected the fashion industry prompted her to make the digital changes,” sums up Alexander Shumsky.Online presentation “the snow Queen” became one of the first who did a digital in connection with the current situation presentation on the Russian market. The joint capsule collection with stylist Lina Demicoli was presented on the online platform Zoom. During the week, guests received an invitation with a link and detailed instructions. “The invitations, we indicated no dress code & no make-up — perfect event of which everyone dreams: to visit it, no need to go anywhere, putting on makeup and dressing up, a phone or laptop and good mood”,— shared the experience of PR-Director of “the snow Queen” Olga Demidova. “Collecting guests” took 7-10 minutes and the whole session is 1 hour. The turnout in the end was comparable to that expected in an offline format.”In addition to the planned outreach and publications, we have received a very good response fashion editors at the stage of invitation, commented Olga Demidova.— Many were glad to finally “relax” in terms of #stayhome. Online presentation gave opportunyou don’t just present a joint collection, but also became the image history, showing that “the snow Queen” — a company that is able to adapt quickly to any changes and uses new forms of work”.FaceTime-interview InstagramInstagram previously been a platform for experimentation, and in the days of self-isolation has become one of the most effective channels of communication with the audience.Publication from Farfetch (@farfetch) 30 April 2020 at 10:28 PDTОнлайн platform Farfetch launched the project “A Quarantine Production” together with new York video artist Danilo that your account started posting a small interview taken by FaceTime. This light and elegant concept like at Farfetch now Danilo specifically for them communicates with prominent influencers, for example, Nara Kim, blogger and artist from Seoul, she advised, what to wear, what to do, where to look for inspiration in terms of quarantine, and talked about their master plans, which wants to implement as soon as the situation in the world stabiliziruemost. “In order not to lose the creative mood, I draw and stylishy on FaceTime together with your partner, learn how to fill a tattoo and create accessories. I’m at home, I try as often as possible to change outfits. It helps me not get bogged down in routine,” says Nara advises new products from partner boutiques Farfetch.In addition, within the framework of their focal initiatives to support boutiques partner #SupportBoutiques who had to close their physical stores, the company publishes interviews with representatives of the boutiques. The founders of the boutiques tell us about the history of the shops, their features, collaboration with Farfetch and format of work during the quarantine.Series “Alena Akhmadullina opens Russia” in InstagramПросветительской work during the isolation engaged in Alena Akhmadullina: the account @alenaakhmadullina 2-3 times per week there are short posts-“carousel” with some interesting facts that illustrate the brand’s DNA. “We had the idea to share how we work with forms of folk costumes and traditional techniques, are rethinking their collections in a contemporary way,— says Alena Akhmadullina, founder and chief designer of the brand Alena Akhmadullina.— The audience reacts very positively in the reviews we write that like the format feed: short and sweet, interesting information and is perceived easily. Of course, not without comments on controversial topics when talking about history, they are always there”.Publication of alenaakhmadullina (@alenaakhmadullina) May 4, 2020 at 12:25 PDTБренд plans to develop the project on other platforms and in other forms to make a video for YouTube make online collaboration with a contemporary artist, and to bring the project in offline, releasing a capsule of t-shirts or sweatshirts.Project adidas #hometeamСреди sports brands such as adidas were among the first who are actively involved in the interaction with samotorova��Noah audience. The explanation is that the company has until the quarantine was “pumped” community, the brand has consolidated around itself the urban inhabitants who are fond of sports, the Amateur runners, marathoners and athletes. Therefore, the launch of their online activities was an organic continuation of their policy.Global project #hometeam, according to senior Director of brand activation for adidas CIS Evgeny Karasev, was born within a “matter of hours, with the participation of teams adidas different markets, including the Moscow office.” The first obvious solution was the launch of online training in the accounts of the brand in social networks and channel partners. “We are a sports brand, and we have a large portfolio of athletes, fitness bloggers and trainers from the community, adidas Runners,— says Eugene Karasev.— All quickly and enthusiastically responded to our proposal, and we began to form a schedule for a week.” Soon, the schedules began to connect not only renowned athletes but also celebrities from the entertainment industry, owners interesting, relevant brand startups. So, in the program for a week in addition to activities that help the muscles to stay in shape, there are other formats — live-concerts, quiz, master classes in dance, elocution, customization of garments, self-massage, online interviews, and even a tea ceremony.Publish by adidas Russia (??) (@adidasrussia) May 4, 2020 at 12:40 PDTРасписание is updated every week, followers have already formed a habit over time of isolation to go into your account @adidasrussia and every day to learn something new and grow together with the brand. “A significant payoff comes in the form of a record number of saves and “shares”,— says the process Eugene.— The most popular formats among all activities of steel online workout, especially involving media personalities”. For example, a gymnast Samira Mustafayeva during a video call live held a training session with Tanya Mingalimova (the founder of the show “Gentle editor”).Well received by audience and entertainment formats, live broadcasts with celebrities. “We noticed that the air is also actively picked up by journalists. While these inclusions is known to often people announce interesting facts about the quarantine of his private life, joking, then it becomes a texture for the notes on the sites,— says Eugene Karasev.— Two months in isolation the growth of the audience in our Instagram was 3.5% (+24K). Given that during this time, we had no commercial promotion of the project, this growth is very substantial.”Expand your audience in Instagram and is accompanied by a substantial demand for products of adidas, coming from social networks. “April’s revenue in April increased 2.4 times in comparison with March of this year. Nine times it has increased in comparison with the same period last year,— said Eugene.— This may be due to our activities, so, of course, and the overall change in purchasing behavior online in this period.”Elena Krawczun
