As every year, the week all the fashionistas live for, crept up and swooped on past before our very eyes. The amazing London Fashion Week was upon us. LFW started on the 16th of September, through to the 20th and the striking models took to the cat walk to show off some of the most exquisite outfits to date.
Burberry, Calvin Klein and Topshop Unique were among the array of brands at London Fashion Week SS16.
Today I am exploring the ways in which brands maximise their online engagement with consumers, incorporating London Fashion Weekend SS16 into their digital engagement strategy.
People from all over the world gather for the show in London every year. The craze for it never dies down, it seems to only get bigger and better every year.
Why is that?
The constant rise of digital media, social media and more detailed engagement strategies is the predominant cause. London Fashion Week alongside Paris Fashion week has become increasingly consumer facing.
This season, Burberry really stole the show with the digital engagement. It has been said that Burberry brought the world of social media and fashion together; and showed exactly how designers should use digital technology to increase its campaign outreach. Burberry released sneak previews of the brands SS16 through Snapchat the day before the fashion show. This was an amazing moment for those who could not attend the show, ensuring they feel part of it whilst sat at home. By using such user generate content, it enabled the whole world to see their collection and thus increase Burberry sales.
Consumer generated content is a very important feature when brands are engaging their audience. It’s one thing to show your consumers what you are doing, but to involve them in your campaign is something else. Encouraging target audience to tweet, hashtag and send in pictures and videos is quickly becoming the new phenomena. London Fashion Week SS16 showed numerous brands adopting user-generated content to increase their reach on social media campaigns. Burberry went live, and Calvin Klein followed in their footsteps with #inmycalvins. This Worldwide campaign used the successful hashtag and encouraged consumers to fill in the blank: “I … in my calvins”. Calvin Klein has very iconic ambassadors for their organisation, one being Kendal Jenner. In the week of LFW SS16, Kendal Jenner received a massive 1,700,000 likes on an Instagram photo post supporting Calvin Klein’s campaign #inmycalvins. The goal of user generated content is not only to push sales, but more importantly to be relevant so people talk about the brand and create conversation around their campaigns.
Due to social media our impatient appetite is growing. People want to buy as soon as they can and they don’t want to wait until next season to wear the swanky clothes, they want them now! Which leads me on to the next digital trend of LFW SS16. Topshop and Pinterest combined, collaborated and made sweet fashion memories for all Topshop and fashion mad girls. Topshop were allowing consumers to directly pre-order items of the next season’s attire through Pinterest. Through this creative tactic, Topshop were able to cut through the fashion noise, straight into consumers shopping baskets… genius!
Not only were the digital strategies of the London Fashion Week 2015 genius, they were also very accessible. In modern society, a campaign can go viral. However, this all depends on the ways in which the brand makes the campaign accessible and shareable. There is absolutely no point in having an amazing campaign if nobody can view it because they can’t find it, or can’t share it even when they find it. That is why ensuring campaigns are accessible and shareable is extremely important. The last thing a brand wants, is their campaign to fall flat and it is extremely difficult to get a campaign to go viral (for a smaller, less known company, even harder). This means, there needs to be multi digital media platforms in which users can access and in which they can share.
Producers of London Fashion Week were on top of this in September 2015, as they had an on-going live Snapchat video streaming the events of the day. This meant those that could not attend LFW, were still involved and they felt valued – the consumers felt empowered by the brand because they were provide with what they want, on a technology they like.
Looking further forward, London Fashion Weekend 2016 (February) made content even more accessible. One of the most jaw dropping techniques used in LFW 16 were the live screenings of the event on digital outdoor screens.
As the digital landscape grows, so do the brands and their ideas. Outdoor screenings?
What is next?