By Piya Sinha-Roy LOS ANGELES (Reuters) – When Jennifer Lawrence tripped on her way to accept her best actress Oscar last year, her blush pink princess-like Dior Haute Couture gown was captured in all its glory as the unscripted moment made ripples around the world. That bonus air-time for a single dress at one of the world’s premier global events is priceless for the likes of Dior, one of the strongest fashion houses in the cutthroat marketplace that the Oscars red carpet is today. The red carpet, which will be televised live before the March 2 Academy Awards ceremony, presents “a great and free opportunity” for a designer to reach an audience that expands beyond the fashion set, said Ariel Foxman, editor of fashion magazine InStyle. “Advertising dollars are so expensive, and marketing budgets are so fractured these days with social media, digital media, print media and television media, so it’s more valuable than ever.” One way of estimating the monetary benefits of having a standout dress on the red carpet is to compare how much a brand would otherwise spend on commercial advertising during the same time, said Milton Pedraza, chief executive officer of the Luxury Group Institute, a consulting firm.
