I came across this example of how brands can use (and, apparently, are using) digital publishing to create buzz around upcoming events. The day before Gilt Groupe launched a Diane von Furstenberg flash sale, the company uploaded this short flipbook documenting the DvF/Gilt photo shoot, with gorgeous photos and commentary from Gilt’s creative team.
For fashion companies, one concern about partnering with Gilt on flash sales is the danger of brand dilution. Meanwhile, consumers may worry about the quality of the merchandise not matching their expectations, given that some companies create special merchandise for flash sites. This beautiful preview alleviates both concerns, as far as I’m concerned.