Live  streaming is on top of the digital trends in the fashion world and the Big Four is continuing to prove it. This new digital craze has started last autumn while showing S / S 2010 collections. Remember my post about You Tube channels as a marketing tool? Yes, Dolce & Gabbana were supposed to be pioneers in this field with their “Pre Show Diaries”. But the real succes had Alexander McQueen’s Plato’s Atlantis show live stream , that Lady Gaga made a mess of… anyway. According to WWD, Michael Kors brand began live streaming its show two years ago and saw a 111 percent increase in page views from the spring 2009 live stream to the fall 2009 one. There was another 81 percent jump from the fall 2009 show to the spring 2010 event.

There is a choice of different platforms. Some brands use their own sites, as did Dior Homme, Prada or Emporio Armani. Some uses their Facebook pages, for example Lacoste or Louis Vuitton. Others collaborate with media sites like Vogue.com or GQ.com. Alexander Wang and Rodarte shows were broadcasted by ShowStudio. The British Fashion Council for example offered London designers the opportunity to stream their shows live on the organization’s Web site with the help of Streaming Tank.

Who was the best this week? Of course, Burberry with it’s 3D streaming! It was undoubtedly the  most widely distributed fashion show a luxury brand has ever staged, potentially reaching an audience of more than 100 million users, according to Burberry CEO Angela Ahrendts (BoF).

More brands than ever are embracing live streaming this season for two reasons, said to WWD James Gardner, founder and chief executive officer of CreateThe Group, a social-media focused agency. “First of all, the cost of streaming and bandwidth has come down significantly. And consumers’ appetite seems unquenchable for fashion.”

Definitely there are a lot of benefits in live-streaming. This is the great communication tool. Consumers now can see clothes in motion, feel the atmosphere of the show, hear the music and even pre-order some pieces from the new collections. Proenza Schouler, for example, introduced e-commerce on the site, so online shoppers could preorder the fall handbags straight from the runway for 24 hours after the show. If you are a fashion-blogger which name isn’t included in fashion shows’ guestlists, anyway you can write a valuable review using your critical talent. In any case you’ll get a better angle from your laptop’s screen than from the seat behind Tavi.

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