We’ve been waiting until the last runway was packed up to do a full review of the digital offerings across the four Fashion Weeks, but it turns out that London was the only major digital player by some margin…
London Fashion Week AW15 showed a clear progression from the basic live streaming of runway shows to full integration of social media and other technology, reaching out to fans in a greater way than ever before (for some brands, anyway). As usual, Topshop and Burberry were top of the digital game. Both brands leveraged Twitter as a platform to reach fans across the globe. At Burberry, tweeting #Tweetcam and @Burberry prompted a camera to take a photograph of the models walking the runway, which was then delivered to the user who initiated it. They didn’t forget the rest of the social world though – the show was also shared via Snapchat, Facebook, Instagram AND Vine. The recognition of Asia as the core luxury consumer demographic was revealed – Burberry also collaborated with the LINE messaging app, streaming to 180 million users in Japan, and China’s Sina Weibo.
Burberry Twitter & Burberry x LINE (Images: Brand Channel)
Customers could shop and personalise the collection post-show as part of Burberry’s Made to Order service. Further demonstrating how to integrate customers into every aspect of the production, the event’s original music by Claire Maguire (Burberry has long championed fledgling British music artists as part of their cultural proposition) was available to download on iTunes as soon as the show closed. Talk about great execution!
Burberry Runway Made To Order (Image: Brand Channel)
Brands should take note from Topshop – the High Street favourite used real time data to let people passing their giant billboards (implemented for Fashion Week) know which looks were trending during their show. Anyone who tweeted one of the trending hash tags was then provided with a tailored shopping list of items available for purchase at Topshop. In-store at their flagship Oxford Circus location, customers could ‘Tweet for Treats’ at a vending machine which dispensed prizes to every tweeter.
Topshop Tweet For Treats (Image: Topshop)
A new entrant was River Island, partnering with Google Mindshare to give Google Cardboard headsets to customers who could then experience a 360°, fully immersive virtual reality film of the new collection. These kind of digital initiatives, and the live streaming of about 80% of shows on the official BFC calendar, were only really seen in London which is leaps and bounds ahead of the other Fashion Weeks – in Milan, Versace has only just acknowledge social media. But when we look at the figures, this isn’t really surprising – the U.K. spends more money online per capita than any other country, and this year is set to become the first country where spending on digital outstrips all other media combined (AdAge, 2015).