Our 2013 Digital IQ Index: Fashion report mentioned livestreaming fashion shows as a way brands can engage with fans. ‘Genius’ brand Burberry, who topped our Index, livestreamed its Spring/Summer 2014 show and built up anticipation with an email marketing countdown, shoppable looks, and a real-time Instagram feed. The brand has been lauded for its ability to include fans in Fashion Week, even those who cannot personally attend. However, many smaller brands might find Burberry’s live show tactic too expensive to emulate.
In a recent post, Fashionista broke down the cost of participating in New York Fashion Week. A venue at Lincoln Center costs between $15,000 and $60,000, the latter being for the Theater. Styling can cost anywhere from $10,000 to $112,000. Livestreaming, if not included in one of Lincoln Center’s higher-end packages, could cost between $20,000 and $50,000.
Furthermore, the cost of livestreaming might not generate a substantial return. A Mashable report found that Marc Jacobs generated only 20,000 views for its Spring/Summer 2013 show and the British Fashion Council’s most-viewed show for that season generated approximately 6,000 views. Burberry is one of few brands with a strong enough following to generate 240,000 and 400,000 YouTube views for each show.
Livestreaming might be beneficial to larger brands as an add-on strategy, but those with smaller budgets might find live instagramming and pre-show videos more effective.