London is one of the biggest fashion capitals of the world. Each year, fashion designers gather to showcase their hottest items for the season to come. Therefore, London Fashion Week becomes the perfect place for fashion retailers to get closer to their customers and offer them a unique marketing experience so that they will become their biggest brand ambassadors for that season.
Take a seat in the front row and check out the digital trends from this year’s London Fashion Week.
Digital OOH & Social Media
Topshop prides itself on being at the forefront of digital trends and bringing an innovative touch and feel to its fashion shows. After last year’s success with the Chirp App, the retailer decided to take the fashion user experience to the next level. So this year, they combined the strong social media buzz with the digital OOH (Outdoor Media) to offer customers a personalised shopping experience.
Topshop teamed up with the biggest names in the digital landscape to bring into the spotlight an innovative marketing campaign and give customers the chance to shop for key trends from London Fashion Week, based on real-time tweets. Topshop partnered with Twitter to showcase the hottest trends from the fashion show by using the #LFW hashtag. The real-time data is fed through to billboards around the country, all of which are within 10 minutes walking distance of a Topshop store.
image via thedrum.com
The trends is displayed as a word cloud and each trend is placed alongside a corresponding Topshop product. Customers who tweet @Topshop with one of the fashion trends highlighted can receive a curated collection of Topshop products that match the specific trend and that can be purchased straightaway. The fashion retailer also leveraged Vine during the LFW, as retailer’s catwalk models visited a Vine booth before taking their turn on the catwalk, with the video being shared across social media as they appear on the runway.
App Messaging
Burberry is one of the most prestigious fashion brands in the world, with an exciting marketing approach and an exceptional digital strategy that makes the in-store and the online experiences align perfectly. In September 2014, Burberry used social to rule at LFW and this year prepared something even more amazing for the fashion lovers.
Burberry brings London Fashion Week all the way to Tokyo with the Line messaging app, as part of their strategy to connect with the fans of the luxury brand in Asia and to expand its presence in Japan in 2015. At this year’s LFW, Burberry is planning to use the messaging app Line to live-stream the upcoming Prorsum womenswear. The partnership with the fashion retailer sees a new creative line of emoji-style stickers for the app, along with the Line brand characters Cony and Brown wearing Burberry items: the famous trench coat and scarf.
Wearable Tech
Wearables are not only about the clothes, but also about the gadgets you wear. These two have become so interconnected, that’s it’s hard to separate them. At tech shows you can now see wearable tech pieces, so why not at fashion shows too? London Fashion Week is the perfect place to showcase the hottest fashion items to wear by using a wearable tech gadget.
This year, River Island will take customers into an amazing fashion tech journey by using the Google Cardboard technology to launch its new Design Forum x Jean-Pierre Braganza collection. The thrill of seeing the new fashion items combined with the VR tech will definitely make this a unique customer experience. The teaser video about the 360 degree fashion film gives you a good idea of what to expect – a kingfisher to tie in with the prints on the new designs.
What digital trend did you find the most fashionable at LFW 2015? I’d love to hear your comments.
