Is Going Digital Beneficial For Brands?
Music by: KV – Enigma. Image credit: Prada.
It’s Daniela with CULTED.
The results of Raf Simons’ long-awaited debut at Prada are out, so did the digital show live up to expectations?
Well, Prada has revealed that the show, which took place on 24 September, has been the brand’s “most viewed” digital event ever. It racked up 16 times more views than Prada’s SS20 show and 4 times more than its last “Multiple Views” digital event in July. And Saint Laurent’s show from 9 September was also declared a success bringing in 42.4 million global views. So that got us thinking: after all the negativity that the switch from physical to digital initially received from brands, could going digital actually be beneficial?
Throughout the pandemic, we’ve seen many brands fail to generate the same excitement for digital shows than they have for physical. Many brands just opted for a filmed showing of a runway show, but without the buzz and excitement that comes with the physicality, many of these presentations were lacklustre. It seemed as though many houses were reluctant to embrace the possibilities that digital has to offer and instead focused on how quickly they could get back to physical shows.
But some brands did manage to generate that same buzz, through experimental and innovative presentations.
Hanifa changed the game with its 3D digital fashion show and teased just what can be achieved with digital, and KidSuper and Valentino are among others who delivered exciting virtual presentations. With that in mind, and the recent Prada viewing figures, it looks as though digital can be a great help to brands, not a hindrance.
What do you guys think?
Let us know in the comments.
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