Relying on social media trends of old to make a splash during Fashion Week? As if!
When it comes to social media, fashion brands have proven to be trendsetters. As we bid adieu to Paris Fashion Week today at the end of “Fashion Month,” let’s take a look at three brands that have used social media to innovate on and off the runway that may just inspire your brand’s next campaign.
Designer Tommy Hilfiger hosted an “Instameet” to build buzz for his Women’s Fall 2014 fashion show. The designer tapped Brian Difeo and Anthony Danielle to organize the event. The pair publicized it on their private accounts and received over 300 applications via Eventbrite.
The group was able to go backstage, watch the show live, and meet Tommy Hilfiger himself. The selected group were average Instagrammers who the brand thought would offer a fresh perspective, with “democratizing the runway experience” being the goal.
Luxury fashion house Marc Jacobs got everyone talking with the Daisy Marc Jacobs Pop-Up Tweet Shop. Instead of money, transactions were made in the form of tweets, Instagram photos, and Facebook posts.
The shop featured a DJ set, Daisy themed artwork, manicures, products, fragrance samples, and accessories. Hostesses encouraged attendees to take photos or videos and share them for a reward using #MJDaisyChain. Basic posts received deluxe samples while posts that were considered to be more creative (determined by a team of brand representatives and blogger judges) received higher value prizes such as sunglasses and handbags. The result? More than 13,500 Twitter mentions and more than 4,300 Instagram mentions (according to Clickz.com).
To kick off his 30th anniversary, Kenneth Cole opened his first runway show in seven years with a video stating, “This show will embrace the intrusive nature of social media.” The designer stayed true to his word with models walking down the runway during the finale using iPhones to snap photos of the audience. In addition, for every Tweet tagged with #kcrunway the brand donated $1 to amfAr (the American Foundation for AIDS Research), adding a charitable twist to their social media efforts.