New York Fashion Week ended yesterday and London Fashion Week is beginning. Both are opportunities for brands to amplify their social and online presence, and here are the top five that have used it best:
Each season, Rebecca Minkoff turns heads with a tech innovation. One of the first to live stream its runway show, the brand has kept the momentum by releasing backstage previews through Keek and new looks through Snapchat. This year, Rebecca Minkoff partnered with Jaunt, the technology company building hardware and software for immersive cinematic virtual reality. Jaunt filmed the fashion show using its 360 degree, stereoscopic 3D cameras . The resulting cinematic virtual reality experience will be available to download this Spring through Jaunt’s app on Google Play, Google Cardboard, Android phones, Oculus Rift, and for iOS.
The brand also used three GoPro cameras (on the front row blogger, band, and behind Rebecca) to give a view of show closest to what the participants experience.
Topshop is partnering with Twitter to let users shop trends in real-time. Those who tweet @topshop with a trend hashtag will receive a reply with a curated list of products to match the trend.
Uber partnered with Spring to deliver gift boxes worth $400 to select recipients in New York with the code UNLOCKNYFW. Several L2 staff members lucked out and received the boxes, which included items from Steven Alan and 3.1 Philip Lim.
The iconic British rubber boots brand plans to live stream its show on six real-time shoppable billboards in London, Leeds, Birmingham, Manchester, Liverpool and Glasgow. Messages alongside footage of the show will direct the audience to HunterBoots.com, which will enable a content takeover on the landing page of those logged in with their mobile phones.
Burberry has partnered with LINE to live stream its Prosum show from London Fashion Week, and LINE has released an animation to build up anticipation for the event. LINE has 170 million users who spend $10 million a month on stickers.