Fashion Week is here…Fashion powerhouses have kicked off their annual tour with four stops in the most stylish cities in the world – New York, London, Milan and Paris. We all know how it goes, and yet it remains an excellent way for retailers and influencers alike to capture their audience’s attention online.
The Shoppable Runway
“See now, buy now” enables customers to get clothes straight from the catwalk directly into their wardrobes. Luxury and mid-range brands have been using this process for a few years now. Retailers have developed dedicated landing pages to host live-streamed videos of the runway that enable viewers to add their favourite items to their basket. The German ecommerce platform Mytheresa.com teamed up with Burberry and Tom Ford to offer this unique experience to their customers. More recently, Tommy Hilfiger renewed its international campaign #TOMMYNOW, with its capsule collection Tommy Icons. The end goal? To improve the organic visibility of the brand and customer engagement.
The Influencer Gospel
The fear of lack of authenticity, as well as the fees that come with working alongside top tier influencers can often be discouraging, making brands think twice about the ROI they will get from them. However, as Gymshark’s example demonstrates, these obstacles can be overcome by choosing Instagram micro-influencers. Outreaching in different countries to promote their image, the brand knew that smaller audiences (between 10,000 and 500,000 followers on social media) could secure higher engagement and potentially lead to more conversions on their website. For their show at the PFW in 2017, French lingerie brand Etam adopted a similar strategy and hand-picked a few micro-influencer bloggers. The latter created content for Etam’s latest women’s underwear collection and gave exclusive access to its runway show to their followers on YouTube, Instagram and on their blogs. Etam gained more engagement and backlinks as a result.
If traditional press is still a major media channel throughout Fashion Week, online global presence has proven to be essential for fashion retailers whether they’re luxury or high street brands. A track of records for the Tommy Hilfiger website #TOMMYNOW in London (+ 60% sales, + 900% traffic and +70% new visitors) shows that user experience and the right digital coverage can be a winning combination. Tommy hopes to strike again at Paris Fashion Week with the capsule collection Tommy x Zendaya runway.