Retail brands have pioneered marketing strategies based on social media. Companies use these social channels to enhance the experience customers have with their brands and make it easier for customers to purchase. London Fashion Week may not be as prestigious as Paris or Milan but British brands used digital innovation to engage with its customers. According to the British Fashion Council, about 90% of runway shows are streamed live.
Burberry became one of the first brands to use Twitter's "Buy" button. As looks came down the runway, customers were able to purchase their Spring 2015 nail polishes. They also introduced a made to order service that allows customers to buy personalized versions of trench coats and handbags from their newest collection. Burberry also live-streamed their show on China's WeChat and used hyperlapse in Instagram to publish time lapsed videos of the show.
British brand Hunter partnered with Grabyo to tweet short clips from its runway show to customers according to the weather conditions in their location.
Finally, British fast-fashion brand, TopShop, debuted their Spring Collection on Facebook before the runway show began. Six pieces were available for purchase online and in store immediately after the show.
Digital advertising and e-commerce is becoming a major method of marketing for fashion brands. It allows labels to have tighter controls on brand image, interact with their customers directly and track activity. The digital budget increases annually and even luxury brands are beginning to realize the value in having a well-maintained e-commerce website.
Source: http://adage.com/article/global-news/digital-innovation-spotlight-london-fashion-week/295007/
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