With 180,000 tweets and 150,000 Instagram posts for the hashtag #LFW, London Fashion Week made its biggest ever social media impact for spring/summer 2016. Take a look at some of the digital trends of the weekend and discover some ways to apply these ideas to your digital campaigns.
Social Media Partnerships
Burberry became the first brand in the world to launch new products through Snapchat. The fashion powerhouse premiered its spring/summer 2016 collection exclusively on the social network the day before its catwalk show at London Fashion Week. The exclusive content was available for 24 hours only, driving anticipation amongst Snapchat’s 100 million daily active users.
Topshop joined in the social sharing fest by teaming up with Pinterest. Hijacking customer needs and wants in real-time, Topshop scanned user Pinterest boards to identify common colours most frequently ‘pinned’ on their account and matched these hues to an online catalogue that prospective customers could buy from directly. This partnership extended to Topshop’s brick and mortar stores, with in-store shoppers being able to use iPads to log in to their Pinterest accounts and view their suggested products.Image: The Drum
Meanwhile Ralph Lauren partnered with Twitter-owned Periscope to broadcast its New York Fashion Week show to Periscopes 10million+ users and live in London’s Piccadilly Circus, close to its flagship store.
Hunter also hopped onto the Periscope bandwagon, launching its #BeaHeadliner mobile sessions campaign at London Fashion Week. The British lifestyle brand showcased three up-and-coming musicians performing en route to the show and answered fan questions before live streaming the runway show via Periscope.
Hunter creative director Alasdhair Willis said: “We saw this as a huge opportunity to speak to new audiences at such a key time on the fashion industry calendar and for the brand, in particular extending our reach to a broader audience that might not traditionally engage with London Fashion Week.”
Shortening the sales funnel
House of Holland joined forces with Visa to let customers buy items direct from the catwalk via contactless payment when garments were touched. The luxury brand created rings embedded with NFC technology and pre-loaded with £500, which were then handed to VIP influencers including Alexa Chung and Daisy Lowe. According to Visa, this technology could be rolled out among other luxury stores.
So, what can we do?
Although you may not have the budget of luxury brands, you can learn a trick or two from London Fashion Week’s digital pioneers:
- Invest in real-time marketing and be in the right place at the right time. Are iBeacons and geotargeting part of your campaign?
- Consider blogger partnerships. Sure, chances are you won’t be able to book Daisy Lowe but who else can deliver your brand message? Use tools like Buzzsumo and Vuelio to track down key bloggers and social media butterflies.
- Consider live streaming. It isn’t just for the fashion elite. Could you create a buzz on social media by streaming a brand event as it happens?
- Offer targeted and personal experiences. From personalised clothing to entering the personal, private realm of Snapchat, Burberry has mastered the art of digital storytelling. What personalisation tactics can you mobilise for your brand?