It’s New York Fashion Week and although most of us won’t get the chance to hit the tents and attend the shows in person, brands are bringing the glitz and glam of the runway to consumers via social media. Whether live streaming their fashion show, tapping into social influencers to build brand awareness or providing exclusive behind the scenes content on Instagram or Tumblr, social media is definitely a Fashion Week must-have!
Check out the brands below for a look at how social media is being leveraged during Fashion Week.
DKNY: DKNY has established a solid presence across social media, but Tumblr and Twitter are where this brand truly shines. Aliza Licht aka “DKNY PR Girl” and SVP of Global Communications candidly details her NYFW adventures on Twitter and Tumblr . Followers are given an exclusive behind the scenes view of the DKNY show and backstage runway show photos for a true inside look at the world of luxury fashion, developing a personal connection to the brand in the process that gives DKNY a leg up against their less socially savvy competitors.
REBECCA MINKOFF: Rebecca Minkoff is a great example of how a small brand can use social media to generate big buzz. The designer kicked off last fashion week with the popular “Fashion Week Bootcamp” YouTube video featuring supermodel Hillary Rhoda and blogger Leandra Medine of “The Man Repeller” and generated over 80,000 views. No viral videos this time around but a Twitter contest with prizes straight off the catwalk plus promoted tweets featuring video from the runway show, behind the scenes pics on Instagram with a trail of commenters lusting after merchandise and Shop The Runway and Get the Looks features on the brand blog are sure to keep Rebecca Minkoff on fans’ radar well past Fashion Week while also expanding their current social following.
MORGANS HOTEL GROUP: It’s not just fashion brands taking advantage of Fashion Week on social media. Morgans Hotel Group has tapped industry influencers like designer Richard Chai and blogger Shea Marie to provide exclusive content for their social media properties beautifully curated via their microsite Back of House. The chic hotelier is strategically aligning their brand with the exclusivity and allure of Fashion Week and driving traffic and follower growth in the process that may ultimately lead to a fashionable new crowd booking their hotel rooms.
What’s your favorite brand to follow during Fashion Week? Share it in the comments!