A friend of mine that works at a KICK-ASS branding shop in Cambridge was recently on a shoot for a high end, well known retail client (I always have to maintain a sense of mystery) when photographer and commercial director, Anne Menke weighed in on her vision for the future of advertising.
The following was an email that he wrote me:
She sees everything being online interactive videos. Brands actively interacting with consumers to build awareness and drive sales. Interactive videos where customers can click on outfits in motion and go straight to their cart.
I stumbled upon an example of this in Burberry’s new push for their trench. The industry is calling this a step for Burberry into Social Influence Marketing to deepen its relationship with its customers, create brand advocates and attract new followers – http://www.brandrepublic.com/News/939014/Fashion-brands-Burberry-Zara-plot-online-assault/
Here’s Burberry’s new website – The Art of the Trench: http://artofthetrench.com/
Pretty interesting stuff.
It is, indeed, interesting stuff. What Anne mentions is not just a vision of the future of advertising, but the consumer experience, brand loyalty and self expression. Part of what gets me excited about the work of big brands dipping a toe into the social/emerging media pool is the opportunity for a two way discussion. Some brands miss the mark entirely and completely crash. Others, however, subtly connect with their brand loyalists and deepen the loyality and devotion to a particular product and lifestyle.
Anyway you slice it, we’ve come a long way from the print ads that most fashion brands entrusted as their primarily form of advertising. Traditional advertising will never die (completely), but the consumer’s ability to interact with brands large and small will only continue to grown.
Now, all I have to do is be a part of it!