Fashion Week is coming, and I would like to offer my services to support your brand with some experiential marketing ideas and opportunities. I am a fashion illustrator who’s worked in the New York fashion industry for 11 years, offering vibrant fashion illustrations with an attention to detail, fit, fabric, and texture. In this article I’ll share 4 unique ways I can help you make your next experiential virtual event a success.
Crafting an unforgettable branded virtual experience
Our present shift from the physical into the virtual space has opened up endless possibilities, and is allowing brands to extend their reach further than ever before. While this has been a time of limitations, it’s also been a catalyst for transformation, creativity, and development in business-to-consumer marketing.
Fashion Week is known for its exclusivity, but as virtual presentations and live streams continue to take the place of runway shows, brands have opened their doors, so to speak, to invite their customers into their world. As social media became a lifeline for many during quarantine, brands re-positioned themselves to incite a deeper level of conversation and engagement, and a forged new type of growth.
“Fashion Week has never been accessible to this many people before, in this manner. International Digital Fashion Week is an inclusive and diverse way to share the art of fashion with a massive audience.” -Allee Feuerman, Source: Fashionweekonline.com
Gucci Resort ‘21 - Illustrated by Deanna Kei
Earlier during the pandemic, designers saw success from their engaging virtual fashion week presentations (also see Is Fashion Illustration the future of Fashion Week in a post covid world? ), but as the industry continues to be troubled, many are taking an even more intimate approach to client outreach.
By now the consumer is used to some degree of virtual reality, though most are still craving the return to physical experiences. However, we should no longer be thinking in terms of ‘online sales vs in person sales’, but instead focused on finding the perfect balance. Tapping into that potential, the creative agency The Gathery has been delivering hybrid virtual event experiences right to consumer’s doors. They are putting storytelling in the forefront of each experience that they engineer. Founder Luigi Tadini shared inspiring insights during his interview with CFDA.com, and I’ve referenced some quotes from their interview below.
“Instead of leaning into the virtual, we re-imagined these experiences into story-led boxes, allowing our guests to touch, see, feel and discover new collections or shows through their senses at home. By designing these ‘experiences delivered’ in eye-catching and clever ways, we prompted recipients to share their discoveries through their own networks expanding the brand’s stories to even wider audiences.” - Luigi Tadini, The Gathery, Source: CFDA.com
Complimenting a virtual event or presentation with a physical branded presence helps bridge the distance between the consumer and the brand, and ultimately deepens that relationship.
“That said, we still believe that the virtual component should always be an extension of an experience and not the core of the experience itself. ”- Luigi Tadini, The Gathery, Source: CFDA.com
Balmain Fall ‘20 - Illustrated by Deanna Kei
Quarantine culture has brought self awareness and development to the forefront. Consumers have more time to decide which values are important to them, and to discover which brands align with those values. They’re looking for more meaningful and personalized experiences that allow them to express and enrich themselves. They are spending with intention and want to feel connected to the brands they are supporting.
Virtual live illustrations for Pearfisher zoom event - Deanna Kei
Virtual live illustrations for Pearfisher zoom event - Deanna Kei
I recently illustrated live as part of an experiential virtual event held by Pearlfisher. They had sent a gorgeous assortment of flowers to each attendee for them to work with at home during the virtual workshop and party. After the event they followed up by sending each guest their personal illustration which they had watched me bring to life during the night. Pearlfisher had taken their event beyond zoom and embellished it with little accents to make it more memorable for everyone who participated.
Click here to learn how I’ll work with you to create virtual or live illustrations for your event
Experiential marketing is nothing new, nor is the concept of giving attendees swag bags at a runway show. So how does that translate to a virtual fashion show?: with a highly branded gift box highlighting your collection for your attendees to experience and enjoy from their homes.
Here are 4 unique ideas to include in the perfect experience box to accompany your virtual launch or runway show.
Event invitations or influencer thank you cards
An exclusive thank you card, invitation or print featuring a fashion illustration of a look from the collection and a personalized note. *To request your own collection illustrations, or card designs contact me at deannakei@gmail.com
Branded thank you card - Deanna Kei
2. Collection paper dolls
An illustrated paper doll set featuring different items from the collection for consumers to mix and match. This will keep your items fresh on your client’s minds, allow them to play the part of a stylist, and experience your collection in a unique way from their home. *To request your own custom paper dolls for your collection contact me at deannakei@gmail.com
Custom paper doll set for private client, Tabs fold back - Deanna Kei
3. Collection coloring page
A coloring page featuring a look from your collection. Bring your collection into your client’s leisure time with this fun, relaxing activity. Encourage them to post their finished coloring page on social media with your brand hashtag. *To request your own custom coloring pages for your collection contact me at deannakei@gmail.com
Fashion coloring page - Deanna Kei
4. Animated collection recap
An eye catching animation that showcases the pieces from your collection. Follow up after your event with a .gif that brings your collection back in front of your audience’s eyes. Animations are captivating and shareable content, and a great way to encourage engagement and boost your brand’s algorithm on social media. *To request your own collection animation contact me at deannakei@gmail.com
Fashion Week Animation - Deanna Kei
The perfect experience box will give your clients and influencers something they can touch and enjoy in their own space, and even share with their friends on social media. It will engage them and make them feel appreciated and more aligned to the brand and the collection you’re showing. Communicating your collection through illustrations will introduce your line to your customers in a way that photography can not, and will invite them to visualize themselves in the world you’ve created. My branded illustrations are a highly customized, cost effective approach to storytelling with a fast turn around. Contact me at deannakei@gmail.com to discuss your vision.
Have you been a part of any immersive virtual events this year? Share in the comments below.
Deanna Kei is a fashion and beauty illustrator, dedicated to creating engaging visual content for brands in the form of vibrant fashion illustrations with an attention to detail, fit, fabric, and texture. For all inquiries please contact deannakei@gmail.com