According to fashion writer Cheryl Wishhover, 'Gucci is taking fashion show livestreaming to a new level of tech geekiness, starting today with their Spring 2011 show in Milan.After an 18-month long “renovation,” Gucci recently introduced its redesigned digital flagship at Gucci.com, with creative direction by the brand’s designer, Frida Giannini.
Gucci Connect’s E-vent–a livestream of the Milan show–launched today at 8am EST as part of the celebration of the e-commerce site’s redesign.
The difference between Gucci Coonect and other fashion livestreams? On Gucci Connect users were invited as virtual guests, given a virtual seat assignment, and according to the company, given the “same guest benefits as Milan event guests attending the live runway presentation.” (No mention of whether that includes the right to give the stink eye to show crashers in your virtual seat or snagging a goody bag.)
Essentially, the company integrated multiple digital platforms on which people interacted during the runway show: via webcam, Facebook, Twitter, and a live chat on the site. Gucci says that virtual guests “mixed” with the world’s buyers and press.
After signing up for an e-ticket on GucciConnect.com (which over 10,000 people did) and signing-in, guests were connected via webcam or photo to the site. Then they chatted and tweeted with the other virtual guests for a frenzied ten minutes during the show. There was even a Facebook challenge. If you downloaded a special Facebook app and created the largest group, you got “VIP” seating and your webcam was projected at the show. Indeed, there was no eating Cheetos in your PJ’s while watching.
Whether this initiative is successful or not, Gucci is raising the bar for consumer involvement in what is clearly no longer an experience for industry insiders only.'
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