London Fashion Week’s Digital Initiatives
Twitter, which opened an office in London earlier this year, was central to London’s Fashion Week. They worked closely with the British Fashion Council to promote hashtags such as #LFW and the @LondonFashionWk handle. @LondonFashionWk live tweeted the experience, backstage photos and interviews with designers and fashion execs. TopShop hosted videos of its nine runway shows in a specially-built room in its Oxford Circus store and at topshop.com. Kate Spade launched its new store with a digital PR push, sending flowers to fashion bloggers encouraging them to wear them and tweet using the #popofcolor hashtag. And Burberry stole the show with its TweetWalk – see more in the next story!
Read more about London Fashion Week on Mashable!
Burberry Launches The First “TweetWalk”
A digital catwalk? It can be done! During London Fashion Week, Burberry debuted its Spring/Summer 2012 collection live from its Twitter account using the hashtag #Tweetwalk. Each look was photographed and tweeted seconds before it hit the runway, allowing its 500,000 plus followers to have the first look. Twitter partnered to provide its media gallery photo functionality to better display the photos. Burberry is no stranger to social – they boast 8 million fans on Facebook and streamed their entire runway show through Facebook, their website, iPhone and iPad. Burberry was also one of the first to embrace photo-sharing platform Instagram.
Read more on The Next Web!
Harrods launches digital magazine, “The Review”
If you haven’t heard, we’re big fans of digital magazines. So we were excited to hear of Harrod’s new monthly digital magazine, The Review, launched just in time for London Fashion Week. Content will include exclusive products, major launches and interviews with designers. The magazine is shoppable via hot spots, drawing traffic to the Harrod’s site. Harrod’s is one of many retailers using digital magazines to help increase their online sales and entertain consumers, including Net-A-Porter, Bergdorf Goodman and Urban Outfitters.
Read more on Luxury Daily.
Social Sways Affluent Consumers, Says New Study
Luxury brands, listen up! A new study from Unity Marketing has concluded that 65% of affluent shoppers say they have been influenced by a social media campaign when making luxury purchases over the past year. Affluent shoppers were defined as those with investible assets of $1 million or more. The trailing motivating factors included brand websites they visited (59%), what retail stores they entered (56%) and what designer brand they bought (57%).
Paco Rabanne Launches Music Microsite to Promote Fragrance
Designer Paco Rabanne is promoting its new Black XS fragrances by launching a new website (be-a-rockstar.com) which it has developed in partnership with Universal Music Group. The site features short films about nine bands including the Cold War Kids, Two Door Cinema Club and Kaiser Chefs, which are also pushed out through the YouTube Channel and Off.Tv. The site also offers users the chance to win concert tickets, downloads, backstage passes and bottles of the fragrance.
Read more on WWD!
By: Kate Collinson
