Diesel's newly launched online store defines new limits brands are willing to go to, as the Italian fashion house brings special effects, normally seen on TV and Film, to the web. The Diesel Style lounge, a kind of virtual 'window' to the online store, features models suspended underwater.
Models emerge from strange cocoons, twisting and flipping as the full screen video circles them to show the product from all angles, in amazing detail and with stunning effects. While shopping online is nothing out of the ordinary, the scale and use of video is. Fashion sites normally rely of reusing print advertising images to sell their products online, but Diesel has created a fashion photography experience specifically for use online, potentially redefining fashion photography in the process.
While spectacular, there is an alternative route to buying on the Diesel store, that allows quick and easy browsing of the stores 1,000 plus product range.
Check out the Diesel Online Store, or read more about the making of the Style Lounge.
Key Themes Behind This Trend
- Virtual Experiences
- The use of special effects and immersive experiences online, like Diesel's Style Lounge, is pushing brands to explore new ways of engaging with customers.
- Redefining Online Shopping
- Diesel's innovative approach to showcasing products online challenges traditional methods and opens up opportunities for brands to rethink their e-commerce experiences.
- Evolution of Fashion Photography
- Diesel's creation of a unique fashion photography experience tailored for online use signals a shift in how fashion brands can visually present their products to customers.
Where This Applies
- Fashion Retail
- The use of special effects and unique virtual experiences in online fashion stores presents disruptive innovation opportunities for brands to enhance the customer shopping experience.
- E-commerce
- Diesel's Style Lounge exemplifies how brands can transform their online stores into immersive environments, setting the stage for innovation in the e-commerce industry.
- Advertising and Marketing
- The redefinition of fashion photography for online platforms, as demonstrated by Diesel, has implications for how brands can creatively advertise and market their products in the digital age.
