Both Burberry and Topshop are well versed in pushing digital innovation within their social and creative strategies – so what did they do to at last week’s London Fashion Week to dazzle the fashion darlings?
Both Burberry and Topshop are well versed in pushing digital innovation within their social and creative strategies – so what did they do to at last week’s London Fashion Week to dazzle the fashion darlings?
Burberry
Most noticeably – Twitter’s new ‘Click to Buy’ button made its premiere down the runway – with Burberry. Perhaps signalling a sign of things to come.
https://www.youtube.com/watch?v=dEGk5LRumJM#t=14
The new feature allows users to buy products directly from a button embedded on Twitter – however Brit-side fans were left disappointed as the feature was only available to a few lucky American Tweeters.
As ever, the British brand made concerted efforts to stick out on social – using quirky but short GIFs, such as that of fashion favourite Cara Delevingne (what would social fashion be without her?) via their Twitter account.
Capturing the moment – @CaraDelevingne on the front row of the @Burberry Prorsum S/S15 Show #LFW http://t.co/6QKAiUZyiX
— Burberry (@Burberry) September 16, 2014
Burberry also called upon all of its online tentacles to make the event a truly immersive and digitally connected experience – with the show streamed on its website, Twitter and Facebook outlets.
Burberry’s Facebook efforts were, however, slightly less extravagant with a range of photo albums published alongside the live stream to celebrate the day.
Instagram, GIFs, hyperlapse and YouTube were all used in conjunction to truly connect to a digitally engaged fan-base to create an intimate and accessible offering.
https://www.youtube.com/watch?v=lbD2UJJw4mM
Topshop
Topshop took an equally engaging social strategy, calling upon its loyal Instagram-base to bring a taste of individual perception to their latest collection.
The fashion brand gave five prominent fashion Instagrammers access to the show – the Instagrammers’ photos were splashed over the brands website and social channels and were adorned in the window of its flagship store in London’s Oxford Circus.
Fans also were given the chance to appear in the buzz-filled limelight in the stores windows by posting images to Instagram coupled with the #topshopwindow hashtag.
https://www.youtube.com/watch?v=EWD9GQ-iufM
The popular brands social channels were also flooded with picture-perfect highlights and previews, with the brand using Instagram and Facebook to create a ‘social catwalk’, where outfits were previewed and shared.
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