cult ldn : new york to london - the social edit
TRANSCRIPT
NEW YORK TO LONDON: FASHION WEEK SOCIAL EDIT
DESIGUAL: REAL-LIFE SNAPCHAT FILTERS
NEW YORK: THE SOCIAL EDITDesigual
SNAPCHAT INSPIRED RUNWAY MAKEUP
With +150 million daily users on Snapchat, brands are increasingly innovating on the platform and making use of the sponsored Lens offering. However, Spanish brand Desigual brought the augmented reality overlays to life in their latest runway show. As a brand already associated with colourful designs, there was a natural fit for Desigual to team up with MAC makeup artists and transform the models into popular Snapchat filters, which included the bumblebee and golden-crown princess.
INSIGHT: Desigual’s use of playful Snapchat filters integrated high fashion amongst popular culture whilst also showcasing the currency of Snapchat on a global stage.
MISHA NONOO: SNAPCHAT ‘LIVE LOOKBOOK’
NEW YORK: THE SOCIAL EDITMisha Nonoo
SNAPCHAT ‘LIVE LOOKBOOK’
New York designer Misha Nonoo revealed her latest collection on Snapchat, rather than with a traditional fashion week runway show. She leveraged Refinery 29’s following to tease content throughout the day in real-time with a combination of stills and videos. This was elevated on Nonoo’s personal Snapchat account, featuring BTS action, showing illustrator Ana Strumf decorating each shot using the app’s doodling functionality to communicate the same experimental creativity that informs Nonoo’s design process.
INSIGHT: The move to Snapchat as an e-commerce platform reflects consumers increasing use of mobile devices and reaffirms this season’s shift towards see-now, buy-now collections as every piece was immediately available for purchase.
GOOGLE: SHOPPABLE STREETSTYLE
NEW YORK: THE SOCIAL EDITGoogle
GOOGLE PARTNERS TO OFFER SHOPPABLE STREET STYLE
With over 1,000 street style posts being shared on Instagram daily, Google partnered with LiketoKnow.It (a ‘shop the look’ tool that pulls in shoppable influencer content) for NYFW. Rather than these images being locked in within the platform of Instagram, Google recognised the opportunity to leverage this content and tap into it from a fresh search perspective. When searching ‘Fashion Week’ Google curated a carousel of relevant street style looks, which were entirely shoppable.
INSIGHT: This new function simplifies the consumers path to purchase, utilising Google’s reputation as a search engine with existing information and tags. From an influencers perspective, this partnership increases the reach of their content, driving further traffic and e-commerce benefit.
TOMMY HILFIGER: LAUNCHES CHATBOT
NEW YORK: THE SOCIAL EDITTommy Hilfiger
TOMMY HILFIGER LAUNCHES FACEBOOK MESSENGER CHATBOT
Powered by Artificial Intelligence, Tommy Hilfiger used Facebook Messenger to launch a chatbot service named TMY.GRL, surrounding the brand’s AW16 and TommyXGigi collection. The chatbot aimed to mimic a concierge style service through automated messaging and subsequently helped to understand consumer habits and context. It also intended to predict and provide the content, information and engagement users were seeking.
INSIGHT: The service enables an immediate, personalised and seamless experience across the entire customer journey.
VOGUE: RUNWAY VERTICAL LIVE VIDEO
NEW YORK: THE SOCIAL EDITVogue
VOGUE RUNWAY VERTICAL
Vogue is leveraging its Vogue Runway vertical during fashion week as part of an ongoing trial to stream Facebook Live content directly from fashion shows. Live content allows the brand to participate in conversation both prior and during the shows and encourages audience engagement by inviting viewers to submit questions for Vogue editors to ask interview subjects. Vogue Runway is also supported by a mobile app that includes archived imagery and content from more than 12,000 shows since 2000.
INSIGHT: With the shift towards designers showcasing in-season fall lines, Vogue Runway realises the importance of real-time coverage to provide unparalleled access for viewers.
GUCCI: EXCLUSIVE CONTENT ON SNAPCHAT DISCOVER CHANNEL
NEW YORK: THE SOCIAL EDITGucci
SNAPCHAT DISCOVER CHANNEL TO HOST EXCLUSIVE CONTENT
Sweet, the Snapchat Discover channel owned by Hearst, launched a stream of exclusive editorial content for NYFW. This featured the premiere of animated GIFs and wallpaper designed by GucciGhost for Gucci, as well as BTS makeup tutorials from Bobbi Brown. The content aimed at ‘the next generation of international tastemakers’ combines brands, designers and publishers to appeal to a new audience in a direct and immersive manner.
INSIGHT: The editorial partnerships leverage brands from various sectors, positioning Sweet as a hub for fun and shareable NYFW content.
TOPSHOP: RUNWAY TO RETAIL
LONDON: THE SOCIAL EDITTopshop Unique
TOPSHOP UNIQUE’S RUNWAY TO RETAIL
The Topshop Unique elevated the concept of see-now, buy-now offering consumers the opportunity to shop a curated edit of the collection directly from the runway, in store, online and a showspace in East London’s Old Spitalfield Market that was live streaming the show. Attendees exited the show straight into a Topshop retail space, that stocked a selection of outfits in various sizes, allowing guests to leave with the same outfit that they’d just photographed on the model.
INSIGHT: The instantly shoppable show demonstrates the brand’s understanding of disrupting the traditional catwalk model, to reflect an immediate and fast-paced digital world whilst also democratising London Fashion Week so it becomes accessible for their global consumers.
TEMPERLEY LONDON X SOCIAL APP VERO
LONDON: THE SOCIAL EDITTemperley London
TEMPERLEY LONDON TEAM WITH SOCIAL APP VERO
Temperley London partnered exclusively with social app Vero to make three of its looks shoppable during their LFW SS17 show. Vero is an app renowned for a relationship-first mentality, allowing users to tailor content to different audiences. This partnership adds an actionable and purchasable element to the content from Temperley’s show, whilst leveraging the reach as users share the content.
INSIGHT: This demonstrates a shift integrating see-now, buy-now with the trend of social commerce for the convenience of consumers.
BURBERRY: DIRECT-TO-CONSUMER COLLECTION
LONDON: THE SOCIAL EDITBurberry
BURBERRY’S FIRST DIRECT-TO-CONSUMER COLLECTION
Burberry unveiled its first ‘see-now buy-now’ collection at London Fashion Week; featuring seasonless menswear and womenswear with an interchangeability and fluidity to the designs. The concept was inspired by Virginia Wolf’s Orlando, to complement the unisex appeal of the collection. They ensured the event reflected their renewed consumer focus; livestreaming the show on Facebook and their website and offering consumers immediate access to the collection. Burberry has also invited the public to the show space, offering an immersive experience that celebrates the materials and methods that inform the collection and further strengthen the brand’s identity.
INSIGHT: This strategy builds a tangible connection between the experience of Burberry’s runway show and the moment when a consumer can physically explore the collection for themselves.
TAKEAWAYS
TAKEAWAYSOVERVIEW
- Personalisation - The rise of Chatbots allows brands to tailor content depending on consumers needs.
- Making content work hard - With the saturation of content during NYFW, brands were looking for innovative ways to maximise engagement on their content. Rather than duplicating content
across channels, it was modified for the platform. Where possible creating real-life opportunities that encourage social sharing. - Snapchat as the platform to integrate fashion and fun
- Brands are increasingly experimenting with Snapchat, allowing them to create fun, ephemeral content that demonstrating a more playful side that taps into pop culture trends.
- Live Content - Consumers are expecting immediate content, democratising NYFW as an event for everyone.
