London Fashion Week 2015: Fashion Meets Technology
London Fashion Week sparked much imagination this year, especially with the news of the coming launch of the Influencer Network; an exclusive hub where brands can discover and contact creatives, celebrities, bloggers, ranging across fashion, beauty and lifestyle for collaborations.
Social media made its appearance in the form of the photo messaging app, Snapchat. Having teamed up with Burberry, the app was used to debut their spring/summer 2016 collection. Read on to find out more…
The fashion and digital collision
Well-known names including Topshop and Burberry turned to social media to push their campaigns this year. According to Brandwatch Analysis “this year saw digital and fashion collide”. The social analysts revealed that Topshop had “dominated LFW sponsor mentions on Twitter.” During LFW Topshop scored more conversations on Twitter than all other sponsors put together, including an approximate 6,000 tweets over the weekend. As part of their campaign, Topshop devised a plan with Twitter to allow consumers to tweet a trend hashtag, followed by @Topshop. Billboards set up around the country, no more than ten minutes walking distance from a Topshop store, displayed real-time data fed through from LFW, showcasing fashion trends. Not stopping there, Topshop’s catwalk models took to Vine booths moments before entering the catwalk, soon after having their videos shared all across social media as they entered the runway.
According to The Independent, Bruce Daisely, MD of Twitter UK said: “Twitter is live, public and conversational, making it the perfect accompaniment to London Fashion Week. We are excited to be working with Topshop on a project that brings people all over the world closer to fashion week, giving them direct access to next season’s trends as soon as they emerge.”
More than 3.8 million customers engaged using the hashtag on Twitter, and Topshop saw up to 75% sales uplift on featured products online during the campaign—contributing to an 11:1 return on its investment.
Not alone in the digital campaign innovations, Burberry also released exclusive LFW footage for all those who couldn’t make the prestigious event. Joining up with Snapchat, Burberry made haste in displaying their spring 2016 collection before the show had even begun. Showing off their tech-minded fashion house, Burberry snapped straight from the design studios for viewers to witness on Snapchat Live Stories for up to 24-hours.