Virtual Catwalk
Due to the uncertainty of pandemic, a virtual catwalk event has been proposed. This would allow for a wider market reach to the launch of the Rebirth collection, alongside the ability to educate consumers on aspects of collection that differentiate itself from anything else on the market.
Before the Catwalk..
Countdown
A count down for the date of the catwalk will be shown on all the social media platforms, creating hype and excitement.
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Marketing & Influcencers
Basque will collaborate with influencers, inviting them to the catwalk, whilst also asking them to vlog their day getting ready for the virtual catwalk. This content would be posted to their channel after livestream as well as Myer's YouTube channel, showing some behind the scene clips as one of the marketing material.
The Process
The Catwalk
The event process will be:
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Brief introduction of Basque and new collection Rebirth by Dave Snow (design manager for womenswear in Myer)
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Catwalk of the Rebirth collection
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Shortly after, a panel of influential women, who match the customer profile for Basque, will talk about how their lives have changed from pre-covid.
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Sustainability experts such as Professor Robyn Healy, Dean of the School of Fashion and Textiles in RMIT and Tamzin Rollason, expert in sustainable fashion, talk customers through the sustainability,
where it is ingrained in the collection and why it's important.
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Live stream even on platforms such as YouTube, allowing for real-time participation for customer
AR
Livestream
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This live stream would include augmented reality, to create virtual audience to sit around the stage watching the catwalk.
Among these “audience”, three main individual cameras (would be located at the right, left and the front side of the stage respectively) would be set up the same average high to simulate a sitting audience’s view.
Three cameras mean Basque would have three links of livestream happening at the same time and audiences would be welcomed to “change seat” during watching.
The AR technology can also be used to create a virtual background during catwalk to further explaining the concept of the design.
For example, when showing the WFH outfit, the background can be turned into the view of the living room or bedroom.
Justification:
Because of the uncertain situation that has resulted from COVID 19, a virtual catwalk event has been proposed, in order to engage more customers with less risk.
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This would also allow Basque to reach a wider market by exciting more customers about the new collection Rebirth to genera discussion in the online community. During this event, Basque would have a chance to educate consumers on aspects of the collection that differentiate itself from any other brands in the market.
Basque could use this event to boost its brand awareness in a short time and convert more sales even under this uncertain time.
By using AR and setting different angles of cameras, customers would feel more engaged like them actually sitting in a fashion show, being part of the event even though their own screen. Plus, the AR background of the show can let them see how the collection apply to their daily life.
