Google gets cute with live-streaming in Japan

March 4th, 2011By Category: Uncategorized

Google is making fashion a bit more tech friendly.  They announced today, together with the lovely Minami Akina, the launch of an official live-streaming site of the popular “fashion festival,” Tokyo Girls Collection.

This coming Saturday folks can tune into TOKYO GIRLS COLLECTION x Google Live! by heading over to the relevant YouTube page here.

This is all part of a move to show what’s new with YouTube. In addition to the main feed of the runway show, folks will also be able to see exclusive backstage video interviews with guests, designers and models.

Another smart trick Google is pulling is that clothes can be bought in real time, while the stream is playing. So for example, as a model walks down the catwalk, a link will appear on the video that will send you over to the official brand store.

For those not in the know, Tokyo Girls Collection was first held in 2005 and has gone on to become a biannual festival that brings together Japan’s most popular fashion brands, models and musical acts together with a huge audience of (mostly) girls. The whole thing runs for an extensive five hours which includes runway shows, live performances and special guest visits.

Rather than showing off next season’s collection for industry insiders as happens at most fashion shows, TGC’s models wear clothes meant to be bought immediately. The last TGC event, held in September 2010, attracted an online audience of over 30,000.

With the addition of YouTube in the mix, fashionistas can view the show on either their computers or smartphones. (The main feed will also be available on NTT Docomo’s standard feature phones.

If Tokyo Girls Collection is not something that rocks your world yet, be prepared. Not only is Google backing the event, but it has also become part of the Japanese government’s ‘Cool Japan’ campaign – meaning that it is getting some heavy subsidies to help push ‘Japan fashion culture’ around the world.

You can check out our look at Google’s cool video advertising here.

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GaijinPot

GaijinPot is an online community for foreigners living in Japan, providing information on everything you need to know about enjoying life here, from finding a job and accommodation to having fun.

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