Corriere Nazionale, Domenica 26 Settembre 2010. Strategie Fashion.

Quel film racconta uno stile. Ora lo spot si fa corto d’autore.

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Fashion, film and technology merge in “e-motional” interactive concept.

PARIS, April 14, 2010 – What if the virtual runway is the new reality?

In the online landscape, consumers seek a strong emotional connection with fashion and luxury brands, something that reaches beyond the traditional rituals of runway shows and red carpet coverage. Emerging technology has expanded the relationship between the brand and the consumer by providing a 360-degree, multi-channel communicating experience. Brands including Louis Vuitton, Dior, Chanel, Prada, Tod’s and Ferragamo have led the way in experimenting with new forms of brand communication and promotion for digital and traditional media, particularly short film vignettes.

Today, Marina Garzoni, president and founder of Moda e Tecnologia, and MSN are proud to present STYLE STAR, a revolutionary new tool for creating immersive interactive experiences for consumers in both the real and virtual worlds.

Designed to generate greater brand visibility, attract existing and new customers, foster immediate consumer interaction, increase sales and boost customer loyalty, the Style Star web channel hosted by MSN melds the worlds of fashion and film, amplifying the reach of the fashion and luxury industry’s promotional efforts and short film production while showcasing Microsoft’s leadership in global retail information technology solutions. This concept was first previewed in September 2009 at the 66^th Venice Film Festival and Milan Fashion Week.

“In the digital world, consumers are no longer targets but individuals who demand authenticity, participation, exchange and co-creation,” says Garzoni. “STYLE STAR offers the public a new way of connecting with the latest trends and the world of cinema. For brands, it combines interactivity with an emotional connection for reaching consumers across digital marketing, e-commerce, customer relationship management (CRM) and integrated web services.”

Explains Andrey Golub, partner and CTO of Moda e Tecnologia and Style Star, “Style Star is much more than a web site or an e-commerce platform. It is an integrated set of products and advanced technologies that combine quality content from multiple sources with a next generation e-Style Star shopping platform for a rich 2.0 user experience. It puts brands directly in touch with consumers, enabling retailers in fashion and other industries to drive brand experience and loyalty, coordinate social networking, and gain feedback and market insights through real-time and virtual participation. This one-to-one customer relationship will enable clients to customize their products and meet the needs of those global industries in which the customer is increasingly in control.”

Style Star’s collaborative and promotional environment brings together designers, fashion and luxury companies, production houses and advertising agencies, and well-known and up-and-coming directors. Within the Style Star format, brands and designers will be able to showcase their productions and tell their story in an appropriate and empowering context driven by the most innovative technologies.

Contact Presse • Karla Otto Paris • Michel Hakimian • michel@karlaotto.com • Tel 01.42.61.34.36

more info: WWW.STYLESTARLOUNGE.COM

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On Wednesday, February 10, 2010, Style Coalition and ideeli, in partnership with Lucky Magazine, held a cocktail reception to announce the winners of the Fashion 2.0 Social Media Awards. The event was held at the Cherry Lounge, at the W Hotel, New York City.

Winners were announced in seven categories:

•   Best Online Video: Chanel, Coco In Motion (27% of votes)
•   Best Twitter – Donna Karan,  @DKNY (38%)
•   Best Facebook Page: Coach  (52%)
•   Best Blog: Free People (38%)
•   Best Website: Kate Spade (48%)
•   Next Big Thing: FourSquare  (35%)
•   Top Innovator: Burberry (42%)

Despite the snow, the event had a strong turnout, with over 200 industry insiders attending, while hundreds more watched the event streaming live online. Most of the winning brands were present at the ceremony: Aliza Licht, VP Global Public Relations at Donna Karan accepted the award for Best Twitter, FourSquare CEO Dennis Crowley accepted the Next Big Thing award and representatives from Kate Spade and Coach accepted the Best Website and Best Facebook page awards respectively.

Award presenters included top fashion bloggers: Michelle Madhok (shefinds.com),  Lauren Dimet Waters (secondcitystyle.com),  Julia Dinardo (fashionpulsedaily.com),  Sarah Conley (styleitonline.com),  Jordana Bruner (clutch22.com)  and  Gala Darling: (galadarling.com). The top award was presented by ideeli CEO Paul Hurley.

“We are thrilled to initiate this annual awards tradition that acknowledges fashion industry innovators for their exceptional work in opening the lines of communication with their core constituents,” said Yuli Ziv, one of the founders of Style Coalition. “2009 was a turning point for many fashion brands to embrace social media, more closely connect with their fan base and establish valuable brand extensions. These nominees epitomize those values and are paving the way for others in the fashion industry.”

“As the leader of social media in the sample-sale space, ideeli is proud to be a founding sponsor of the Fashion 2.0 Social Media Awards to recognize outstanding achievement in the online fashion community,” stated Paul Hurley, ideeli CEO. “It has been a breakthrough year for the fashion industry in social media, and we are thrilled to be part of the celebration.”

The voting began on January 26, 2010, and ended at midnight February 9. Nominees were selected by a community of over industry influencers, and voted on by over 10,000 people through an online voting system.

Additional assets: nominees press release, recorded live stream, video interviews with attendees; photos from the event (1, 2, 3). Follow #fash20awards for live coverage on Twitter.

Full list of nominees:

Top Innovator:
Alexander McQueen
Burberry *WINNER*
Diane Von Furstenberg
Dolce Gabbana
Norma Kamali
Vivienne Tam

Best Online Video:
Chanel Coco In Motion *WINNER*
Chanel Night Train/Chanel N 5
Christian Dior The Lady Noir Affair
Christian Louboutin Psycho-logic
Erin Fetherston Birds of a Feather
SHOWstudio: Gareth Pugh S/S 2010

Best Twitter Account:
Diane Von Furstenberg
DKNY *WINNER*
Fake Karl
Louis Vuitton
Rachel Roy
Stella McCartney

Best Facebook Page:
Coach *WINNER*
Converse
Diane Von Furstenberg
Dolce & Gabbana
Tory Burch
Victoria’s Secret

Best Blog by Designer or Fashion Brand:
Chanel
Dolce & Gabbana
Free People *WINNER*
Hayden Harnett
Opening Ceremony
Tory Burch

Best Website:
Chanel
Christian Louboutin
Diane Von Furstenberg
Isaac Mizrahi
Kate Spade *WINNER*
Louis Vuitton

Next Big Thing in Social Media:
FourSquare *WINNER*
InTwig
Blippy
GoogleWave
Hot Potato

SOURCE: http://stylecoalition.com/Work/Awards

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by  Julie Naughton Posted Tuesday February 16, 2010 From WWD Issue 02/16/2010

Academy Award-winning director Martin Scorsese has taken a break from his usual tough-guy films to direct the TV commercial for Chanel’s next men’s fragrance.

The campaign, which will begin running globally in September, features French actor Gaspard Ulliel, who is the face of the new fragrance and will be featured in all advertising for the scent. Andrea D’Avack, president of Chanel Fragrance and Beauté, declined to reveal details about the scent, including its name.

The ads were shot earlier this winter, D’Avack said on Monday. “The ads have been shot in New York, the city which is so inherently part of Martin Scorsese’s cinematographic vocabulary,” he said.

This confirms a report that ran in WWD on Jan. 12.

“Chanel has a tradition several decades long of working with the most prominent movie directors in the world,” D’Avack said. “To work with Martin Scorsese, who is one of the best, if not the best movie director alive today, is a privilege Chanel has been seeking for quite some time.

“What was needed was the appropriate project — i.e., the launch of Chanel’s new men’s fragrance,” D’Avack said. “There is such an obvious connection between the identity of the fragrance and the cinematic world of Martin Scorsese that the partnership came to be,” he said without elaboration.

Past cinematic Chanel pairings have included Nicole Kidman and Baz Luhrmann and Audrey Tatou and Jean-Pierre Jeunet, both for Chanel No.5 at different times.

“Chanel works with movie directors because they bring depth, emotion and what we call in French ‘a supplement of soul,’ or an added dimension,” said D’Avack, pointing to films such as “Taxi Driver,” “Raging Bull,” and “Goodfellas” as examples of Scorsese’s vision. “In the case of Martin Scorsese, we knew we would definitely have a man’s world full of complexity that is also adrenaline-driven, and of course, amazing images.”

via WWDBEAUTY.

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by  Lauren Benet Stephenson  and Rachel Strugatz Posted Monday February 15, 2010 From WWD Issue 02/15/2010

NEW YORK — What began as a tepid courtship between fashion and social media has become an all-consuming love affair as designers unveil new digital initiatives for fashion week.

Calvin Klein, Marc Jacobs, Michael Kors, Tommy Hilfiger, Rodarte and Perry Ellis are among the brands that will live stream their shows over the coming week, while scores of others — including Oscar de la Renta, Tory Burch and Nanette Lepore — are using Facebook, Twitter and their Web sites to update fashion followers on their shows, effectively expanding access beyond the exclusive enclaves of Bryant Park.

“Ignoring the Internet is total madness,” said Diane von Furstenberg, who didn’t live stream her show Sunday but did update her Facebook page with backstage photos and tweeted from the event. “Being active on the Internet is indispensable to growth and for being relevant. It helps your business to be truly global and truly multigenerational.”

More brands than ever are embracing live streaming this season for two reasons, said James Gardner, founder and chief executive officer of CreateThe Group, a social-media focused agency. “First of all, the cost of streaming and bandwidth has come down significantly. And consumers’ appetite seems unquenchable for fashion.”

Michael Kors has proof of just that. The brand began live streaming its show two years ago and saw a 111 percent increase in page views from the spring 2009 live stream to the fall 2009 one. There was another 81 percent jump from the fall 2009 show to the spring 2010 event.

Brands are adding a few new wrinkles this time round, however. Calvin Klein, in its first foray into live streaming, broadcast its men’s show Sunday and will do the same with its women’s show Thursday. The live streams are being shown on the company’s Web site as well as on the brand’s Facebook page. The company is using Facebook to allow feedback from viewers.

Alexander Wang collaborated with SHOWstudio’s Nick Knight for live feeds of his show. According to Wang, it became apparent last season that live feeds were what all the “megabrands” were doing. He continued, “We like to push the boundaries…and we wanted it to be much more democratic, and we wanted to do something special that no one’s ever done before.” The designer took the idea of a Web site live stream and upped the ante, by broadcasting his show Saturday on a Times Square billboard. With the live feed in Times Square, Wang achieved his goal, that “everyone [be able to] at least access [the collection] and view it and experience it.”

Proenza Schouler designers Jack McCollough and Lazaro Hernandez aren’t simply live streaming their show Wednesday night — they’re using it as a selling tool. For 24 hours after the show at Milk Studios, online shoppers can preorder the fall handbags straight from the runway through the recently introduced e-commerce on the site.

“Having a voice and personality on the Internet has become increasingly important,” Shirley Cook, chief executive officer of Proenza Schouler, said. “It’s a place for people to connect to what Jack and Lazaro have to say. Live broadcasting on our Web site is the closest thing to being a guest at our show. You’re seeing everything as it is intended to be seen.”

Isaac Mizrahi is displaying a countdown to his show Thursday on his video blog. “Fashion in a way is even more about communication than it is about clothes,” said Mizrahi. “I feel communication has always been more important than [strictly] fashion.…It’s just one more way for me to communicate to my audience.” Mizrahi said he decided on a live feed because, “It’s more exposure. I don’t know if every woman wants to come to the fashion show, but they certainly want a peek at it.”

After years of avoiding social media, the Marc Jacobs brand will dive in headfirst this season via Twitter and a live feed at 8 p.m. tonight on its Web site. President Robert Duffy began tweeting in late January and has filled his Twitter feed with a flurry of daily updates on everything from “the most inspiring person,” in his life to ticket giveaways and behind-the-scenes pictures of the show set coming together.

Tommy Hilfiger’s show Thursday night will be live streamed on Facebook and the brand is urging users to submit questions for the designer to answer that day. “We’ll also provide exclusive backstage access through our Facebook page to followers, allowing them to have direct interaction with Tommy,” said Avery Baker, executive vice president of global marketing and communications at Tommy Hilfiger. Followers can then check in prior to the show to see if their questions were answered. “During the live stream, we’ll be asking our fans to vote on their favorite looks. As a viewer sees each look on screen, we’ll be posting information on that look so that fans can interact with and give input on the collection. Those who vote for the top three men’s and top three women’s looks will receive an exclusive offer on those looks as well as a chance to win seats to the next fashion show,” Baker said.

Though embracing live feeds is a technological leap forward for fashion, it isn’t active engagement in social media unless it’s embedded on a page where anyone can comment, which is what most brands are doing. What a live feed does offer is the quality of being a wide-reaching but strictly controlled medium. Yuli Ziv, ceo and founder of Style Coalition — a community of independent fashion bloggers — said, “The reason we’ve seen more and more live streaming is it’s an attempt to control their message.” Ziv continued, “Exclusive streaming is a good excuse to not invite online media.”

Recent statistics back up the contention that a brand fully immersed in social media will boost its bottom line. Macala Wright Lee, a fashion blogger and founder of digital marketing and merchandising agency FashionablyMarketing Me cited a recent statistic from the International Herald Tribune Technology conference, which stated when engaged in active social media integration, brands have reported as much as a 25 percent return on investment.

To be sure, Ziv appreciates the challenges these companies face. “A lot of [brands] are still trying to figure it out.…The truth is we’re living in such a fast-paced age…[and] there’s always a new platform…they might not have resources.”

Style Coalition has spotlighted the designers who are “doing it right” with the first annual Fashion 2.0 Social Media Awards, sponsored by Ideeli and Lucky Magazine. Garnering the most nominations, with four categories each, were Chanel and Diane von Furstenberg; followed by Dolce & Gabbana with three, and Louis Vuitton, Christian Louboutin and Tory Burch with two each. The winners were revealed on Feb. 10 and included DKNY for Best Twitter.

There are also a few fashion pioneers who are going beyond social media and embracing other innovative technologies. Vivienne Tam collaborated with Hewlett-Packard for the fourth time, setting up a live blogging station of TouchSmart computers for the third consecutive season. The TouchSmart notebook replaced standard clipboard check-in, and a selection of bloggers received notebooks to view the run-of-show, e-mail their comments, and upload images and videos directly to their blog during the presentation. The invite list for Tam’s presentation on Saturday included 200 bloggers or 20 percent of the total press invited. An LED tower at Tam’s SoHo boutique also displayed a live feed of the presentation.

Norma Kamali is using ScanLife technology throughout the exhibit at her flagship during fashion week. ScanLife is a system that allows users to scan a two-dimensional barcode on clothing with their camera phones to receive information on the look on their mobile device. Kamali will also makes sure brand updates are sent through all viral venues, including Facebook and Twitter, and views bloggers as very important.

Then there is Marc Bouwer, a self-declared pioneer of digital fashion shows. The Halston alum was the first American designer to host a virtual show of the collection in 2007. According to Bouwer, his fall runway show was taped Feb. 5 in a studio with model Candice Swanepoel against a green screen. The video will launch on the Web on Feb 18. When asked what caused him to switch to a digital show format, Bouwer said, “At first it grew out of frustration with getting a really great time slot during fashion week at Bryant Park…You sometimes get lost in the shuffle, and the cost of shows is rising and rising.”

As a cost-effective solution, Bouwer said, “The future was totally obvious: going on the Internet.” He continued, “You have to understand your new audience and how they are getting their information and go with that. There was a much more useful and intelligent approach to marketing ourselves.” According to the brand, Bouwer’s spring show this year got 42,000 hits on YouTube.

Temperley London is another designer that has embraced a digital installation format over the last two seasons instead of showing on a traditional runway, and will do the same for its fall collection on Tuesday. The tech-savvy brand is blogger friendly as well, and its guest list for the installation consists of nearly 40 percent from the online set.
Reem Acra will also embrace a digital-only format for her show on Wednesday, in place of a in-person live show. “I have so many clients overseas. I have so many people who want to be part of [the show],” Acra told WWD on Thursday.

Rachel Roy had live backstage video of her Sunday presentation on Twitter and Facebook. The designer said this was to “give people a more 360-degree view of my presentation. It lets people feel like they are on this journey with me and creates excitement and anticipation,” said Roy. “Access is important. I want my presentation to feel inclusive rather than exclusive and bloggers help add a level of intimacy and access to my collection. The Rachel Roy woman is everywhere — not just in New York.”

Nanette Lepore started a diary blog on Feb. 8 that chronicles everything going on in the 10 days leading up to her fall runway show. There will also be live-tweeting from the show. “I think a lot of people don’t know what goes into the production of a show,” she said.

Beginning the week before its presentation on Sunday, Rebecca Taylor shot backstage footage, uploaded exclusive photos and created preview reels for Facebook and YouTube. Taylor will also live tweet before and during the presentation, according to ceo and owner Beth Bugdaycay.

Then there is the increasing outreach by fashion houses to the blogging world, a group of critics designers at one time barred from their shows but one they now not only embrace, but in some cases put in the front row.

“Bloggers are increasingly important to us and we invite a select group of 35 to 40 to the show,” said Eric Delph, vice president of public relations and marketing at Nicole Miller, which showed Friday. “Moving more bloggers into seats and putting some as far up as the first and second row was a priority.” About 10 percent of the press attendees at Miller’s show were bloggers.

Contemporary sportswear label Walter, which is live streaming its show Tuesday on elle.com, will have both a blogger station in the front row, as well as a Tweet deck in the VIP lounge for celebrities to tweet before and after the show, according to social media coordinator Jared Craft. He said this year’s guest list is comprised of nearly 40 percent bloggers, versus only 25 percent last season.

Tory Burch’s guest list for her Wednesday morning presentation will consist of nearly 15 percent bloggers. “Bloggers are key influencers. They fuel the immediacy of information during fashion week,” said Burch, adding the positive reaction from bloggers to the original content featured on toryburch.com’s Style Guide has not gone unnoticed.

“A-list bloggers with large audiences were seated in rows one and two, alongside newspaper editors, and the smaller bloggers with less audience were seated in rows four and above, depending on their viewership,” said Tony Alcindor, vice president of marketing and public relations for Ports 1961, which boasted a guest list that is set to include nearly 35 percent bloggers. The brand also hosted blogger-centric events post-show to showcase the entire collection for this specific group.

Prabal Gurung, who partnered with Swarovski and live streamed his show on Swarovski TV on Saturday, said, “Blogging opens the door to greater brand recognition and familiarity to a younger generation. The average age is younger than our targeted customer so it is incredibly helpful in gaining exposure with that audience. It is an approach to marketing in a more unconventional way that is becoming almost the norm.” Among the blogs invited were Fashionista, Bryanboy, Sam Spector, Rafe and Red Carpet Fashion Awards. “Social media has in a way made the world smaller,” Gurung said. “Information is instant and is put out there immediately, allowing not only the American public to be a part of the Prabal Gurung world, but everyone who is interested in fashion and all of our international supporters.”

Yet even as the fashion world dashes into social media as fast as it can, a significant minority of brands continues to prize the intimacy of a traditional runway show in favor of the bells and whistles offered by the Internet. Luca Luca is one that believes that less is more when it comes to luxury brands.

“We believe that luxury breaks down when access is in excess,” said Yildiz Blackstone, the company’s president.

SOURCE: WWDMEDIA

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by Cate T. Corcoran
Posted Friday January 08, 2010
From WWD Issue 01/08/2010

Microsoft hopes to interest retailers in its software and services by promoting its Star Style retail concept next week at the National Retail Federation trade show and conference in New York.  Introduced...read more on wwd.com

[some quotes]

Microsoft’s retail group now focuses on digital marketing and e-commerce, business insight and store systems such as point of sale, said Paula Paravecchio, the software giant’s market development director for Europe, the Middle East and Africa.

• The company has updated its vision of advanced retailing to include video, mobile and social networking.

At the Star Style launch at a film festival in Italy, Microsoft showed videos from Louis Vuitton, Ferragamo, Chanel and Dior on the wall and on its tabletop touch-screen computer called Microsoft Surface. The Vuitton video is an updated riff on the famous Guy de Maupassant story about a diamond necklace, instead focusing on a Vuitton bag.

full article on wwd.com

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Microsoft and Partners Bring High Tech
to Haute Couture with Style Star

Official press release
12/01/2010

MILAN and PARIS – January 11, 2010 – At the National Retail Federation’s NRF 99^th Annual Convention & Expo today, Microsoft Corp. in cooperation with Accenture and Avanade, introduced “Style Star” with Marina Garzoni, president and founder of Moda e Tecnologia.  The new offering showcasing Microsoft’s leadership in global retail information technology solutions was first previewed in Italy at the Venice Film Festival and Milan Fashion Week in September.

Style Star offers a new way of selling fashion and luxury goods to consumers by combining interaction with emotion across digital marketing, ecommerce, customer relationship management (CRM) and Web services. Together with its partners, Microsoft developed the Style Star MSN format melding fashion and cinema that directly reaches out to consumers and amplifies the advertising and promotional reach of the fashion and luxury industry’s short film production and promotional efforts.

After 60 years, the fashion and luxury landscape is undergoing significant change. Runway shows no longer seem the only way to promote fashion in the globalized, technological new world of the 21st century, and the fashion and luxury consumer is no longer seen as a target but as an individual demanding participation, exchange and co-creation. Forward-thinking, visionary luxury brands such as Louis Vuitton, Dior, Chanel, Prada, Tod’s and Ferragamo are experimenting with new forms of brand communication and promotion for a mix of digital and traditional media, including cinematography and short film vignettes.

Emerging technology has expanded the relationship between the brand experience and the consumer by providing a 360-degree way of communicating through both virtual and real world channels — a truly unique multichannel experience.

“With regards to the collaboration between Moda e Tecnologia and Microsoft, we thought this would be the right time to launch Style Star, a new project that allows us to bring the general public close together with the fashion and cinema world,” said Marina Garzoni, president of Moda e Tecnologia and director of Style Star which was created by her. “We believe that today more than ever, having seen the economic link and the changes that are taking place, there is the need in the fashion and luxury world to explore the potential of the mix of fashion, cinema and technology and the impact it can have on the future of the industry.”

“Catwalks of the future can take advantage of advancements in technology to showcase their brands, drive loyalty and advertise via video and online media,” said Paula Paravecchio, EMEA managing director, Distribution & Services Industry, Microsoft. “This adds a powerful emotional connection with the brands and provides a new level of authenticity that speaks directly to consumers to augment the overall experience.”

Style Star enables retailers in the fashion and other industries to drive brand experience, loyalty, social networking and new channels to reach consumers, seek opinions on new product launches, and gain market insights through real-time and virtual participation.  This one-to-one customer relationship will enable retailers and others to customize their products and meet the needs of those global industries in which the customer is increasingly in control.”

Style Star will bring together and celebrate these short fashion and luxury film vignettes, thereby creating a collaborative and promotional environment involving designers, fashion and luxury companies, production houses and advertising agencies, and well-known and up-and-coming directors. Within the Style Star format, brands and designers will be able to showcase their productions and tell their story in an appropriate and empowering context fueled by the most innovative technologies.

Thanks also to collaboration with Leo Burnett, its official communication agency, and Microsoft MSN, Style Star now will span both the real and the virtual digital worlds.

Together with partners like Accenture and Avanade, Microsoft has created its own integrated Style Star offering for the fashion and luxury world that will enable immediate consumer interaction with the brand and collection — from media release to advertising and viral communication (via the Web or a mobile device).  New collections now are available online or via many channels to promote consumer loyalty and drive cross-sell and up-sell.

Microsoft in Retail

Microsoft is the leading provider of global retail information technology solutions.  Microsoft is #1 in store systems, with 90% market share in retail POS OS (Source: IHL).  Microsoft also is the leader in business intelligence (BI): 100% of retailers use Excel, the #1 decision support tool.  Microsoft also leads in digital marketing as the only end-to-end solutions provider.  Its digital marketing solutions range from the stack (Windows, Windows Server, SQL Server, .NET, Visual Studio) to online (Commerce Server) to mobile (Windows Mobile), and from digital advertising (Bing, AdCenter) to entertainment (Xbox, Xbox LIVE, Zune, Silverlight).  Microsoft delivers connected experiences for stores, commerce and the enterprise via the “three screens” (PC, browser, mobile) for anytime, anywhere on any device access.
Microsoft’s Retail Group provides software that helps retailers thrive in today’s competitive global marketplace by meeting the demand for a highly personalized and connected shopper experience. Microsoft helps retailers deliver a consistent shopping experience through seamless multi-channel integration and via innovative technologies and mobile and new social networking channels. Through a combination of Microsoft- and partner-based solutions, retailers can turn data into insight, ideas into action and change into opportunity. More information about Microsoft’s Retail Group can be found at http://www.microsoft.com/retail.

About Microsoft

Founded in 1975, Microsoft (Nasdaq “MSFT”) is the worldwide leader in software, services and solutions that help people and businesses realize their full potential.

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Style Star at the NRF Conference in New York with Microsoft and Avanade

Moda e Tecnologia, Microsoft and Avanade will be at the National Retail Federation’s NRF 99^th Annual Convention & Expo at the Jacob Javits Center in New York from January 10 – 12

with a Style Star lounge, booth 100

Because fashion and luxury goods are intrinsically tied to identity for many people, retailers are constantly looking for better ways to create a strong emotional connection to the brand and more actively engage consumers.  Moda e Tecnologia, Microsoft, Accenture and Avanade have developed an offering that helps fashion retailers create immersive interactive experiences with consumers across both real world and virtual channels.

After 60 years, the fashion and luxury landscape is undergoing significant change. Runway shows no longer seem the only way to promote fashion in the globalized, technological new world of the 21st century, and the fashion and luxury consumer is no longer seen as a target but as an individual demanding participation, exchange and co-creation. Forward-thinking, visionary luxury brands such as Louis Vuitton, Dior, Chanel, Prada, Tod’s and Ferragamo are experimenting with new forms of brand communication and promotion for a mix of digital and traditional media, including cinematography and short film vignettes.

“Style Star offers a new way of communicating and selling fashion and luxury goods to consumers by combining interaction with emotion across digital marketing, ecommerce, customer relationship management (CRM) and Web services,” said Marina Garzoni, President of Moda e Tecnologia and founder of Style Star.  “Moda e Tecnologia and Microsoft developed the Style Star MSN format melding fashion and cinema that directly reaches out to consumers and amplifies the advertising and promotional reach of the fashion and luxury industry’s short film production and promotional efforts.”

In addition, at the NRF Conference Moda e Tecnologia, Microsoft and Avanade are showing how fashion and luxury goods retailers can drive strong brand messages through multiple channels, including real world, digital and social media.  This approach brings new technologies to fashion for a more immersive consumer experience.  The offering was first previewed in Italy at the Venice Film Festival and Milan Fashion Week in September.

“Luxury brands are actively exploring immersive new ways to communicate with their public.  I found Style Star to be a very positive experience that allowed me to communicate the message to many through a new combination of technology, fashion and film,” said Edoardo Winspeare, Director of the Louis Vuitton short movie Les Noces de Papier (http://donne.it.msn.com/stylestar/video.aspx).  “A new era is coming.  People are asking for more authenticity and interaction.  They wish to participate and share their emotions.  Louis Vuitton understands the importance of this powerful new phenomenon and I appreciate the freedom I was given to express their message.  I was honored to be part of the first Style Star event during the 66^th Venice Film Festival with Louis Vuitton, Chanel and Ferragamo.”

Since September, major retailers in Europe have shown interest and are exploring Style Star solutions.  These include new ways to drive a unified brand message across multiple channels, including real world, digital and social media combined with an immersive new way to drive commerce.  As a result, Style Star generates greater brand visibility, attracts existing and new customers, increases sales and boosts customer loyalty.

“Emerging technology has expanded the relationship between the brand experience and the consumer by providing a 360-degree way of communicating through both virtual and real world channels, providing a connected consumer experience”, said Garzoni. “Style Star provides a whole new way to engage customers in interactive formats such as mobile, web, Surface, cinema and 3D. This builds a strong emotional connection to the overall brand and products.  Retail brands can take advantage of Style Star to excite their customers, amplify their promotional efforts and showcase their creativity and innovation.”

Thanks also to collaboration with Leo Burnett, the official communication agency of Style Star, and Microsoft MSN, Style Star now will span both the real and the virtual digital worlds.

“Style Star is an immersive experience for the fashion industry with strong appeal that connects consumers more directly to the latest trends.  Fashion and luxury brands embrace innovation and pride themselves on being leaders for the international scene.  We are evaluating this new concept which we believe represents what is next in advertising,” said Enrico Dorizza, Creative Director for Leo Burnett.

“We believe that today more than ever, having seen the economic link and the changes that are taking place, there is a need in the fashion and luxury world to explore potential of the mix of fashion, cinema and the technology and the impact it can have on the future of the industry,” said Garzoni.

About Style Star

Style Star launched in Italy at the 66^th Venice Film Festival and the Milano Fashion Week in September with Marina Garzoni, President and Founder of Moda e Tecnologia, with Microsoft.

The concept is a new way of communication and selling to fashion consumers combining interaction with emotion across digital marketing, ecommerce, CRM and web services.

Style Star is an innovative format, with interactive fashion vignettes, cinema and MSN which amplifies the advertising and promotional reach of the fashion and luxury industry through short film vignettes.

For more information, go to www.stylestarfestival.com or contact us at press@modatecnologia.com

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Post tags: 3D, 66th Venice Film Festival, Accenture, Avanade, brand, Chanel, co-creation, connected consumer experience, Creative Director, CRM, Dior, ecommerce, Edoardo Winspeare, Enrico Dorizza, Expo, fashion, Ferragamo, Leo Burnett, Les Noces de Papier, Louis Vuitton, Marina Garzoni, Microsoft, MSN, National Retail Federation, NEW YORK, NFR, Paula Paravecchio, Prada, retailers, social media, Surface, Tod’s, virtual channels, Web services

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Il concept.

Il fenomeno dei cortometraggi di moda indica una scelta da parte dei brand del fashion e del lusso di esprimere i propri valori in un linguaggio tipico del mondo del cinema.
La moda ed il cinema sono sempre stati capaci di alimentare il sogno, ed oggi grazie alla tecnologia possono raggiungere un vasto pubblico.

Il mondo è cambiato, tutti oggi possono reclamare il loro “pezzettino” di sogno.
La moda deve necessariamente uscire dal mondo ristretto e riservato delle sfilate e affiancare a questi tradizionali strumenti di comunicazione, nuovi linguaggi, più facilmente declinabili nei supporti che la tecnologia oggi mette disposizione a milioni di persone. Internet, cellulari…

Il cambiamento.

Questa scelta è la conseguenza di un profondo cambiamento del rapporto del consumatore con la marca, e il mix moda, cinema tecnologia, è la naturale risposta dalla popolarità che i new media stanno riscontrando recentemente anche nel nostro paese.
Se nella metà degli anni 70 il made in Italy si è affermato grazie al talento e alla lungimiranza dei nostri stilisti, oggi il connubio moda-cinema-tecnologia può dare un nuovo impulso all’economia del nostro paese.

I corti di moda.

i corti di moda sono il nuovo format per veicolare il brand in una forma più matura e consapevole, più vicina all’arte che alla pubblicità: il pubblico richiede più autenticità ed imperfezione, e la moda ha sempre saputo evolversi poichè si nutre dell’intuizione e della creatività per rispondere a bisogni concreti del periodo storico di riferimento.

La crisi spinge a guardare a nuove sperimentazioni, ed il “corto di moda” sta diventando un format sempre più interessante poichè offre diversi vantaggi sia per chi lo commissiona, sia per coloro che vengono ingaggiati nella realizzazione, e per il pubblico, che viene coinvolto emotivamente ed in maniera più profonda e può dialogare con la marca attraverso i nuovi media.

Gli Innovatori.

Tra i pionieri del corto marchi leggendari: Louis Vuitton, Ferragamo, Chanel, Dior…
Il corto realizzato da Edoardo Winsperare per Louis Vuitton, è un esempio perfetto di quello che noi consideriamo un corto di moda: l’artista non ha ricevuto alcuna imposizione o vincolo da parte del committente, è una storia autentica, che si fa ricordare a lungo, e trasmette messaggi importanti in modo divertente.

Il cortometraggio realizzato da Adriano Rovetta per Ferragamo, vincitore del premio Nice, è capace di sorprendere e divertire e nello stesso tempo affermare i valori leggendari della marca.
Oltre ai corti di moda, vi è da segnalare il fenomeno dello Stilista-Regista : il celebre stilista Tom Ford ha concorso alla 66.Mostra Internazionale D’arte Cinematografica con il lungometraggio “A single Man”, da lui stesso diretto. Un segnale che una nuova era, per gli stilisti, è già cominciata.

Style star : il format abilitante di un nuovo linguaggio della creatività che coniuga moda, cinema e tecnologia.

Style Star è un nuovo canale abilitante per far conoscere i cortometraggi.
E’ un nuovo format in linea con le esigenze contemporanee, e si propone come lo strumento ideale, sia fisico che virtuale, per sostenere il connubio moda, cinema tecnologia.
Style Star sostiene il nuovo fenomeno moda & cinema ed offre visibilità ai corti di moda al grande pubblico.

La viralità e la velocità della comunicazione dei new media, unitamente ad attività proprie sul punto vendita, dove i corti possono avere ulteriore visibilità, consentono ai brand di moda e lusso di dialogare in modo innovativo con il pubblico.

Le inziative in programma ” Style Star in Vetrina” e “Style Star You” (La star sei tu), coinvolgono direttamente il pubblico e offrono occasioni di interagire attivamente con la marca preferita.
E poi vogliamo scoprire nuovi talenti!

Dal punto di vista cinematografico, i cortometraggi in generale sono sempre stati oggetto di sperimentazione per i registi e non hanno storicamente avuto un circuito distributivo di interesse per il grande pubblico, ma oggi, grazie a Style Star i corti trovano un nuovo sbocco che offre una opportunità per registi, case di produzione, attori, i quali con la crescita di interesse da parte dei brand di moda e lusso verso questo nuovo strumento di comunicazione, possono cogliere questa opportunità e trasformarla in un mercato nuovo.
Il digitale poi consente anche a chi ha pochi mezzi di poter sperimentare questa forma di comunicazione, e favorire anche la scoperta di nuovi giovani talenti sia nel mondo cinematografico che tra gli stilisti.

Ci sono poi altre motivazioni che possono spingere a realizzare un corto: tra queste le licenze con colossi della cosmetica, che si orientano verso una audience più ampia, per prodotti che puntano le loro campagne su star e celebrities, capaci di forte impatto evocativo. Una scelta che sembra confermata anche da molti brand di moda e lusso, che per le proprie campagne tradizionali si affidano sempre di più a personaggi noti e a star cinematografiche piuttosto che a modelle.

L’evoluzione del corto di moda può coinvolgere anche altri settori, quali il turismo ad esempio: il territorio diventa luogo del corto, e non è escluso che anche le città, e le regioni, possano scegliere di utilizzare questo nuovo mezzo di comunicazione per promuoversi, abbinandosi a stilisti e registi, che possono amplificare la conoscenza dei luoghi evocandone le caratteristiche ed esaltandone le peculiarità.

© Marina for E-/MOTIONAL/ Interactive Media, 2009. | Permalink | No comment | Add to del.icio.us
Post tags: Adriano Rovetta, Chanel, Dior, Edoardo Winsperare, Ferragamo, IL CORTO, Il sogno, Louis Vuitton, moda, Stilista-Regista, Style Star in vetrina, Style Star You, Tom Ford

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