Video? How ‘last year’ in the fashion world
Advanced technology boosts Burberry campaign (John Burns)
Technology Keeps Moving to Offer Web Advertising More Options
Burberry has unveiled the latest marketing campaign for its autumn/winter collection, with the brand harnessing the very best in advanced technology.
The luxury fashion house has adopted 3D imagery for its latest advertising strategy, giving consumers the chance to virtually see how items from the collection will look.
Chief creative officer Christopher Bailey told Marketing Week about the concept behind the campaign, saying he wanted it to be a truly interactive experience. “I want anyone who sees the campaign not just to see images, but to feel a part of what we have created; connecting people through technology, music, the collections, the attitude and the emotion captured,” he commented.
Viewers are given the chance to pause and rotate the images to get a good look at the fashion pieces and can also see the models walking while wearing the items.
PricewaterhouseCoopers recently predicted that, after a decline last year, the UK entertainment and media market will grow by nearly four per cent compounded annually from 2009 to 2014.
The decline last year and in 2008 did nothing to slow the pace of change, which in some areas has been even faster than predicted 12 months ago, it stated.