Traditionally, digital agencies are known for providing brands with the visual beauty they need to express themselves through premium digital experiences. But now we’re in a new era of digitalisation, where creativity alone doesn’t cut it. It’s about ‘Creatology’.
‘Creatology’ is the fusion of digital creativity, with the science and technology needed to provide the fundamental ecommerce framework that enables a brand to sell its products online.
Successful ‘Creatology’
The ethos of Creatology is marrying together the magnificence and DNA of a brand and the technological advances of the digital world in order to express, translate and interpret itself.
The Italian luxury brand, Etro, is a true example of this. The Etro brand is one that radiates family heritage. There is an art collection on display in a number of its stores globally, with its London flagship boasting an art gallery within the retail space to display the culture of the brand.
As well as heritage, Etro’s ecommerce platform ensures a seamless ecommerce solution, from which they offer a premium digital experience. Keen to provide an omni-channel brand experience, Etro cascade their digital presence through the store by using video from the website in the retail environment, which they also use at fashion shows globally.
Valentino’s digital channels are another great example of Creatology. The site is designed to look and feel like a magazine, and content really is king. There’s an element of exclusivity with hidden content for selected bloggers or brand VIPs offered elite access for the hand-picked few and providing a premium and exclusive experience.
The Importance of Digital
Digital is the centre of people’s lives and the nature of information gathering and the use of devices is instantaneous.
92% of UK adults have a smartphone* with owners using an average of 27 apps per month** Because of this, all digital activity needs to be compatible with the digital world, providing an intuitive and easy-to-use experience, simplifying their lifestyle, as well as being beautiful to look at.
A few years ago, brands could perhaps get away with a bad experience on mobile. Now, everyone has a smartphone and high expectations, primarily driven from the premium experience offered by smartphones. Brands need to provide a premium experience to exceed customer expectation.
Retailer Monsoon has recognised the importance of a premium digital brand experience and are now looking to implement some elements of the mobile and tablet application into their desktop site, such as the structure of the site and the way in which a product displays.
Recent Trends
Successful premium digital branding is not just about looking good, it’s about optimising high performance, with HD images and a fast experience. Getting it technically right requires digital excellence and the next best things.
Visiting the leading conferences around the world allows us to learn about the latest digital technologies that we will be able to offer clients.
After visiting the Google I/O 2014 recently in San Francisco, the FashTech section was particularly exciting for us. It showed how the world of fashion is evolving, as the way consumers shop and engage with a brand develops.
Cortexica’s ‘FindSimilar Image Search for Fashion’ was particularly interesting and looks set to revolutionise the online mobile and fashion space by enabling search through customers simply taking a picture. Customers will be able to take a picture of any item they like, and the software will find hundreds of similar garments, patterns and colours to match. It’s a clever piece of technology that will enhance the user experience and inspire style for fashionistas around the world and such a great example of the ‘Creatology’ we champion.
Creativity is important to creating the very best in premium experience, but making sure the technology is ahead of the game is equally imperative.
By Julian Douch and Paulo Bernini, Partners at Open Reply.
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