PR for People Monthly JULY 2016 | Page 36

Digital Strategy creates a level playing field in high fashion. This strategy is in marketing, protection against knock-offs, and maintaining brand integrity while reaching far more customers and end users.

Tech is the new fashion. Or better put: technology is in vogue at design houses and the fashion world. Technology and fashion are now merging into one and the same product and entity. How so? By fashion houses that have embraced the latest in digital advancements and are using 3D printing to create product.

A gown or dress valued at five figures is created and worn to an event by a bold print name. The next day videos and photos of the dress and the star who wore it are all over the web, television and print. Shortly thereafter the pattern (read: the file) is made available. For $20 dollars the file is fed into a 3D printing process and just like that, a copy is made. Depending on the fabric used, it could be astonishingly like the original, or simply a lesser fabric knock-off with exceptional attention to detail.

These dresses, plus the accessories, are available for viewing and sharing on Pinterest and other digital media. The social aspect adds to brand awareness and product promotion. All at minimal cost to the fashion house. Tech plus creative design, with a touch of inventiveness and digital distribution, has

The Digital Strategies of

High Fashion and Portable Devices

By Dean Landsman