I think one of the most striking things about New York is the vast amount of innovative technology used throughout the city (particularly through fashion and branding). This is seen in store fronts, and in store, communications and transport and advertising on billboards... everywhere is technological. Every brand I know in NY uses a different piece of technology making New York feel exciting, new and inventive. The most exciting place to visit in New York is Times Square... And why? ... Because of the intense lighting, grand advertising boards, impressive, towering architecture and the TV screens that catch the eye of the public, again all due to technology. So here are some of my favourite pieces of striking technology in the concrete jungle...
Prada is one of the best stores to find innovative technology. Due to Prada being a designer brand they have the money to invest in big technology and they have done just that. One of the first pieces of technology is the customer card. This card is given to the sales advisor from the customer and when it is scanned the sales advisor is able to find out particular styles the customer likes and their size so the assistants can find out particular clientele needs. Throughout the store Prada has catwalk shows constantly being shown to show their consumers some of their latest products. This is one of their very important marketing strategies. Also in Prada their changing rooms are very striking due to the use of 3D scanners, liquid crystal glass that allows others outside to view by the touch of a switch and the multi-angle viewing mirrors. I have included a video and images of some of this pioneering technology.
The changing rooms.
I have also looked into Hollister due to their live screening from Huntington Beach in California for their store front in NYC. Hollister is not one of the most fashion-led brands due to their surf wear identity, however I feel their stores and in particular the ‘wave’ store on Broadway is the perfect way to entice customers into the store and get customers excited and interested in their brand. The live screen from Huntington Beach reveals an idyllic, adventurous world of a surfer and shows the consumer what it is like if you buy into the Hollister brand. This shop window is the perfect way to advertise, promote and sell your brand and with the limitless amount of tourists in New York there is no better way than to use technology like this within your stores environment.
Live screening from Huntington Beach, California.
Social networking and the use of smart phones has been one of the biggest pieces of technology to ever branch into the public’s eye over the last few years. All well-known brands are taking advantage of social networking sites such as Twitter and Facebook to advertise their new products, offers and news. In New York Calvin Klein has gone along the smart phone route whilst using original advertisement techniques to promote their fall 2010 jeans line. To do this Calvin Klein had billboards placed around the city with the words ‘Get It Uncensored’ with a large QR code below it. This idea enables people who are walking by to scan the code using their Smartphone which will lead you straight onto their website which will show you a small video clip of their new collection. After that they advise you to send the clip to all your friends via Facebook and Twitter so even those without Smartphone’s will be able to see the video. This piece of technology is very unique because it uses a simple billboard to display an exciting new concept that connects the brand and their new collection to the consumer. Also, the advertising technique is very interactive and dynamic allowing great enthusiasm and excitement from customers.
The Calvin klein billboards.
I could just go on and on and on...
H&M’s mirrored TV screen is used to interact with customers and create a video of everyday life outside the store. This entices customers to the store and attracts tourists to buy their products.
When I visited Times Square in 2009, there were a vast amount of advertisements shown on the big screens and through the use of technology.
Forever 21 and their imaginative interactive TV screen.
