GOOGLE GIRL: Tory Burch is trying to cut through the live-streaming clutter. To bring its runway presentation today to a wider audience, the brand is using Google’s Lightbox ad format to stream video of the presentation across the Web. Google’s Lightbox ad technology has distributed live content from a Coldplay concert and the Coachella Valley Music and Arts Festival, but Tory Burch is launching it into the fashion category. Tory Burch will also be the first fashion brand to leverage Google’s custom brand exchange to run ads with the runway video on select media Web sites, including Style.com and glamour.com, and the blogs Into the Gloss, Man Repeller and Garance Doré.
Tory Burch chief marketing officer Miki Berardelli explained, “We want to be accessible to our clients whenever and wherever they are.” Brian Zeug, Google’s industry director of branded apparel, said, “As more people use the Web for shopping and inspiration, reaching people online is critical for fashion brands, particularly around key moments like fashion week. As the first fashion brand to utilize this new technology, Tory Burch is bringing their show directly to the people who care about their brand the most.”
This story first appeared in the February 11, 2014 issue of WWD. Subscribe Today.