Sometimes the fashion brands need a little help to make them stand out over the rest. It's more than just a new burgundy suede bag or a vintage moto jacket. New marketing techniques are being used by some of the big time fashion empires to enhance their already creative images.
During October's long awaited fashion week, the season had a different focus of not just the clothes, but of social media channels. There weren't only photographers snapping photos of the models, but models snapping photos of the photographers, the audience, and themselves. Dolce & Gabbana's latest runway show featured models taking selfies as they walked down the Milan runways. Promoted hashtag's like #DGselfie, #ITALIAISLOVE, and #dolcegabbana spread throughout social media. The photos were posted real-time to the designer's Instagram account where fans all across the world commented and liked the pictures. Time Magazine joked that "narcissism sells, apparently."
Designer Misha Nonoo used a different take with her fashion show where she did away with the traditional live catwalk show. Instead, she took to her Instagram where she there revealed her collection. The term "Insta-Show" included models posting pictures of themselves on their personal accounts where pieces from thew new collection.
DKNY also took to Instagram, using it as a platform to connect one-on-one with fans. The brand sent personal messages about how the line was created to anyone who asked. Using Instagram's new "Direct" arrow which allows private communication, followers had to send looks they liked on the @DKNY account back to the brand. They then would receive information about the piece.
Instagram was not the only player in the social media fashion world. Burberry used Snapchat to preview its Spring collection a full day before it hit the runway. The fashion house shared both photos and videos of the finishing touches live from the Burberry studio for 24 hours prior, and then disappeared for the start of its womenswear show.
With over 100 million daily active users who watch more than 4 billion videos every day, Burberry hopes to use Snapchat to convert these statistics into sales. Burberry chief Christopher Bailey praised Snapchat co-founder snd chief executive Evan Spiegel for "creating a phenomenal platform that captures the spirit of a moment." Prior to the fashion show, he also stated:
"We are excited to be working with him to launch the Burberry Snapchat Show allowing a unique, real time view of the creation of our show which will include an unprecedented collection premier hours before it hits the runway."
Marketing Magazine pegged Burberry's Snapchat campaign as the best piece of marketing in 2015. The campaign gives a sense of urgency to the audience. It is completely mobile based, built for mobile, through mobile, delivered on mobile. The campaign foreshadows a future of how brands will be communicating over the next several years.