Campanii in Social Media in timpul London Fashion Week

Saptamana modei, fie ca are loc la Paris, London, Milano sau New York, este evenimentul sezonului si multe branduri folosesc buzz-ul creat in jurul defilarilor .

Canalele lor de Social Media sunt pline in aceasta perioada cu imagini din timpul prezentarilor sau cu tinutele purtate de fashioniste.Totusi, unele branduri aleg acest moment pentru a lansa campanii integrate.

ZuumSocial analizeaza astfel de campanii lansate in timpul Saptamanii Modei in mediul digital.

Cateva concluzii ale studiului lor: 

• Instagram este reteaua sociala cea mai folosita pentru a publica imagini din timpul prezentarilor. 
• Numai 1 din 4 campanii au inclus postari pe Facebook.
• Postarile pentru fiecare barnd sunt programate foarte aproape de momentul in care au prezentarea de moda.

In timpul Saptamanii Modei de la Londra, doua branduri au lansat campanii in Social Media care au revolutionat industria. 


1. Burberry le ofera userilor acces la showul lor de la London Fashion Week.

E-consultacy  scrie despre campania  Burberry desfasurata in timpul London Fashion Week.

Brandul a trimis prin Tweeter in timpul London Fashion Week imagini personalizate catre alti utilizatori folosind poze facute de spectatori in timpul prezentarii de moda si care contieau hashtagul  #Tweetcam.

Aceast tip de campanie a incurajat fanii sa apropie de brand si le-a dat un motiv in plus sa urmareasca defilarea Burberry.

2. Topshop - Trendurile din noul sezon la LFW

Topshop a folosit Twitter si panourile publicitare pentru campania din timpul London Fashion Week.

Pentru realizarea campaniei, Topshop a incheiat un parteneriat cu Twitter, astfel incat sa obtina date necesare analizarii si identificarii trendurilor ce apareau pe parcursul Saptamanii Modei. In etapa urmatoare, brandul a  afisat detaliile trendurilor pentru sezonul urmator pe sase ecrane de advertising in UK, folosind imagini de pe Twitter postate de influencerii din industria de fashion. 

Pozitionarea ecranelor a fost strict legata de locatia magazinelor Topshop, astfel incat campania sa aduca un trafic mai mare in magazine.

Aceasta campanie a utilizat un mix de online si offline intr-un mod extrem de creativ. 

Folosind hashtag-uri ca  #pleats, #colourblocking si #utility, clientii puteau trimite un tweet catre  @Topshop selectand hashtagul corespunzator trendului preferat si primeau de la brand o lista de produse recomandate care faceau parte din trendul respectiv. 

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Social Media Campaigns during London Fashion Week

The Fashion Week, whether Paris, London, Milan or NY, is the event of the season, with many brands capitalizing on the media coverage and the hype around the shows.

Their Social Media Channels are alive with live feed from the shows, many of the brands choosing this moment for launching integrated campaigns.

ZuumSocial analyses the Social Media Campaigns  launched during this time.

Some short conclusions about the SM activity of the brands around various Fashion Weeks are that:

• Instagram is the dominant social network for live fashion events
• Only 1 of the 4 campaigns included posting to Facebook
• Posting for each brand is scheduled around their live fashion show

Let's take a look at two most innovative campaigns that took place during this year's London Fashion Week (LFW):



1. Burberry gives users insider access to their LFW show.

E-consultacy writes about the Burberry campaign during London Fashion Week.

The brand tweeted during the LFW personalized images to other Twitter users by using photos taken by users during their runway show that had the hashtag #Tweetcam.

Burberry would then tweet the image with the person’s hashtag and a timestamp.

This campaign helped fans identify with the brand and gave them an extra reason to tune in to the fashion show.

2. Topshop - Trendspotting at LFW

Topshop used Twitter and outdoor advertising during its London Fashion Week campaign. 

For this campaign, Topshop partnered with Twitter in order to analyze real-time data coming in and to identify trends as they emerge. The brand then published details of next season’s trends onto eight outdoor advertising screens in the UK , using Twitter images from the main industry influencers .
The positioning of the outdoor screens were all linked to Topshop's retail locations.

This campaign combined offline and online media in a unique way. by using trend hashtags - such as #colourblocking, #pleats and #utility. Customers then could  tweet @Topshop chosing the preffered trend 's hashtag and receive a curated shopping list.

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