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Primark introduces live 360-degree versions of its popular haul videos

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Primark’s press day will be accessible in real-time through 360-degree haul videos

Primark is hosting live 360-degree video content from its autumn/winter press day in London today, providing fans with immersive access to its new collection through the eyes, and hauls, of certain influencers.

Based on the idea of haul videos – the popular term for video bloggers revealing what they’ve just purchased – the aim is to enable the retailer’s global social media audience of 7.8m to experience new product in real-time.

“We wanted to be able to put our fans right at the centre of our AW16 press days, make them feel immersed in the event space and ask some of our favourite influencers to pick out their favourite pieces from our ranges by carrying out the first ever live Primark Hauls in 360-degrees,” says Olly Rzysko, head of digital communications at the retailer.

For reference, searching for “Primark Haul” on YouTube currently delivers over 370,000 results, which is what Rzysko says inspired this campaign. “It’s a huge part of the Primark online DNA, it inspired our UGC platform Primania and it’s all created by our customers and fans, so we thought we would do something special that’s not been done before to celebrate this.”

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Primark influencers will share live 360-degree access to their hauls

The videos will be viewable in 360-degrees on both YouTube in real-time, and later posted to Facebook (which doesn’t yet take live 360 video) and to Primark.com. The team will also be simulcasting to Facebook Live throughout the day.

The 360 hauls will feature influencers including Dolly Bow, Becky Sargeant, Mark Hayes and Charlotte Hole and will cover womenswear, menswear, home, kids and beauty (click each for live links). They begin at roughly 12pm GMT and run until 7pm, though all can be found via this playlist link, which will be updated throughout the day, too.

Rzysko says live video is a key part of the Primark strategy today. This campaign follows a successful live tour of the retailer’s new Milan store, which saw 250,000 real-time viewers and a further 1.2m after the event. Primark will next take the 360 Haul campaign to Dublin on June 16.

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Editor's pick social media technology

The best of tech coming up at #LFW

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London Fashion Week kicked off yesterday, and while there might not be quite as much buzz around tech or digital ideas at the shows as there was in New York this season, there are still a handful of things worth knowing about.

Head over to Forbes for a highlight of the best, including Burberry’s early Snapchat reveal, Hunter’s mobile gigs on Periscope, Topshop’s Pinterest Palettes, Henry Holland’s NFC-enabled wearables, Fyodor Golan’s Transformers (as pictured) and a look ahead at Intel as a patron of the British Fashion Council.

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Editor's pick social media

Periscope is set to make fashion weeks more candid than ever this season

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Interested in fashion weeks? Prepare to be social media bombarded starting from tomorrow when the shows kick off for another season in New York. Twitter, Instagram, Facebook, Pinterest, Tumblr, Snapchat (the list goes on), will all have their place, but the new app of choice looks set to be Periscope.

Twitter’s live streaming tool, launched in March 2015, started gaining ground with the fashion set during both the menswear and resort shows earlier this summer. For September, brands including Hunter, Ralph Lauren and Desigual have big plans ahead, while editors and bloggers are likely to be the ones grabbing the most attention as they head from one catwalk to the next.

Caroline Issa, fashion director of Tank and Because magazines, and herself a style icon, used the app heavily during menswear weeks in June and intends to again in New York. “Periscope allows true consumer access to the best in fashion month – I would have loved to have watched my favorite fashion editor’s point of view at the show when I was 17, and now anyone can,” she says. “It means a wonderful inclusion and access to what was [once] truly exclusive – it’s a step closer to the action.”

The team at Twitter are referring to the use of Periscope during fashion weeks as #fashionunfiltered. It’s about real access and no editing, which likely makes it one of the most authentic views of what it’s really like to attend. “Periscope is like a teleportation device, it can take us into another world,” says Georgina Parnell, head of fashion at Twitter UK. “It’s all about giving people a view or an experience they’ve never had before.”

Head over to Forbes to read the rest of the story, find out about what exactly those brands are planning for the season ahead and learn more of Issa’s thoughts about using it.

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Blocks social media

Topshop to give Facebook fans first look at part of #LFW collection

Topshop has partnered with Facebook this season to drive what it is referring to as its “most socially accessible fashion show to date”. Certain looks from the new spring/summer 2015 Topshop Unique collection will never take to the runway itself, but instead be presented over Facebook immediately following the show.

This “social catwalk” will see fans having the first look at some of the pieces in the line; indeed before the celebrities and editors in attendance.

Said CEO Sir Philip Green: “This season, the strength of our social community allows us to be the first brand to debut looks from a catwalk collection on a social network granting unprecedented access online. I believe that enabling Topshop’s fans to view key looks from the collection before our industry insiders is a real revolution – and one that we are proud to pioneer.”

The British retailer will also make six pieces from the collection instantly available to buy in its Oxford Circus store in London, as well as online for delivery in a few days.

Instagram also plays a part in the Topshop strategy this season, with five popular ‘grammers chosen to curate and populate its channel throughout LFW, including @wethepeoplestyle, @thefashfeed, @anasbarros, @olivialsr and @tilfrances. The content from these “social narrators” will additionally feed directly to Topshop.com, as well as to the Oxford Circus store windows where a digital mosaic will be in place featuring all the images on a custom-built triple-screen installation from British design duo Hellicar & Lewis.

Fans are encouraged to contribute to this too by tagging their own shots on Instagram with #topshopwindow. And it doesn’t end there – those walking by will be able to interact with and manipulate the images (open and enlarge tiles on the screen) with their body movement in front of the window. They will also be able to watch the live stream of the show from the same spot, as well as online, when it takes place on Sunday, September 14 at 3pm GMT.

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social media

Tommy Hilfiger opens ‘social concierge’ service to 8 million+ followers for #NYFW

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Tommy Hilfiger is opening up its social concierge initiative to its online following this fashion week season. First launched at its spring/summer 2014 show in September, this service enables users to request bespoke assets – pictures through to collection information – in real-time.

The aim is to provide immediate customised access to the collection and the show, in order to enable social media storytelling.

This was only offered to media and influencers physically in attendance in September, but Monday’s show at the Park Avenue Armory in New York, will invite any of Tommy Hilfiger’s eight million followers on Facebook, 473,000 on Twitter and 155,000 on Instagram, as well as global media, to participate.

A staff of roughly 100 photographers – up from 30 in September – will be on hand to fulfil the personalised requests. They will be both on- and off-site, receiving requests via email and Twitter, and working to respond as quickly as possible.

“Efficiency is a top priority,” a spokesperson at the company told me. “Blink and the moment is over – media and consumers don’t want to wait to see coverage, and the social concierge facilitates that process.”

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While there’s no automation involved, it is perhaps inevitable many of the requests will be similar or the same, like a backstage make-up shot, or a picture of Tommy himself, maybe one of the model opening the show (last season Jourdan Dunn), or a detailed view of one of the pieces – therefore easing the load.

An image bank will be created accordingly for the team to draw from throughout the event, but they are also willing to gather more specific assets both backstage and front of house. Fans are actively encouraged to be as creative and original with their requests as they like. Last season saw bespoke deliveries ranging from a personal handwritten message from certain models to an image of Tommy with his thumbs up.

Avery Baker, CMO of the Tommy Hilfiger group, said: “This ‘beat-the-clock’ mentality is an important component of amplifying our brand message in the new digital age of fashion where coverage and commentary are happening in-the- moment before it’s on to the next!”

Tommy Hilfiger is also hosting a runway “Instameet”, inviting 20 local Instagrammers to join onsite on show day and receive a guided tour of the set, including backstage. The initiative is in collaboration with Brian Difeo (@bridif) and Anthony Danielle (@takinyerphoto), both influential New York Instagram users. The hashtags to follow include #tommyfall14 and #nyfwinstameet.

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social media Uncategorized

Dolce & Gabbana: #MFW’s social media winner

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I started this post with every intention of writing only about the beautiful videos Dolce & Gabbana has been posting on Vine surrounding its Milan Fashion Week show this week. Three in particular stand out – each of them zooming in on the intricate detail of the brand’s autumn/winter 2013/14 collection; the Byzantine and Venetian mosaic dresses, the elaborate jewellery and the beautifully beaded accessories.

Alas, those six-second loops are only viewable within the app itself and not on the brand’s Twitter or Facebook pages where they could also have been posted. On those instead however, is such a wealth of rich and relevant content on the collection otherwise, that it still seemed worth highlighting.

The craftsmanship and the inspiration behind the line – that would be the golden mosaics of Sicily’s Cathedral of Monreale – are the focus.

“It’s all in the details: the shoes of the Mosaics Collection are as intricate as the clothes,” reads a photo album dedicated to footwear images on Facebook. It was posted less than 12 hours ago and already has 30,000 likes and over 5,000 shares. The shot below by itself, meanwhile, has 7,000 likes, nearly 2,500 shares and over 500 comments.

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There are also albums dedicated specifically to the collection as a whole, the handbags individually, and the action backstage at the show. Each were originally posted on Swide.com, the Italian brand’s editorial property, which also hosts pages all about the sunglasses, the jewellery and the textures, not to mention the architecture and the mosaics of the cathedral itself.

For record – albeit a little repetitive by this point – there are also multiple posts on the brand’s Pinterest, Instagram and Tumblr pages.

A pre-show video meanwhile documents in a beautiful 30-seconds the artisans at work on their “slow and precise” mosaic-making. “The Mosaics Collection is perhaps one of the most intricate yet by Dolce & Gabbana which makes the video and crafts displayed all the more special,” reads the write-up.

And that’s the point here – the craftsmanship, talent and beauty of fashion is what so often makes it speak for itself if you just push the content out in the right direction. You don’t even have to like this collection to see why it works so wonderfully on social media.

 

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data e-commerce social media technology

Topshop teams up with Google for LFW show

Topshop Google The Future of the Fashion Show

Topshop came out guns blazing with the announcement of its partnership with Google for London Fashion Week last night. Showcased via a very cool trailer from the team at Google’s in-house creative labs (as below), the initiative includes everything from a live model-cam to streetview access inside the autumn/winter 2013/14 show’s impressive Tanks at Tate Modern venue.

The idea is to use all of Google’s platforms to give viewers access to every aspect of the show as if they were “the model on the runway, the buyer in the audience, the make-up artist backstage, the designer fitting a look or the celebrity arriving”.

News quickly spread across the web, from Vogue to The Business of Fashion, and continued this morning on the likes of Wired and The Next Web. A headline from The Guardian, read: “Will Topshop and Google change fashion shows forever?”

Said CMO Justin Cooke: “By partnering with Google we are broadcasting the show to the consumer from every single perspective. A fashion show from concept to creation.”

So here’s the gist of it:

  • Models including Cara Delevingne and Jourdan Dunn will all be wearing real-time, HD micro cameras that will enable viewers to experience the show from their perspective. Pre-stitched into the clothes and bags, these cameras will show detailed footage from the runway as well as backstage. They have been developed with SIS Live using the ‘Hawkeye’ technology from major sporting events like Wimbledon. Said Cooke: “The model-cam will steal the show and this partnership with Google will feed that. Viewers will search for ‘Cara on the runway’, and their content will get propelled around the world”
  • Exclusive access to these models will also be provided over Google+, where a ‘Road to Runway’ digital diary will feature everything from the first fitting to the moment they hit the catwalk. There will also be a Google Hangout inviting viewers to see behind-the-scenes at Topshop’s headquarters ahead of the show and ask the design team questions as they apply finishing touches
  • Topshop’s YouTube page will feature a live feed on show day in a bid to broadcast the event much like the Oscars. Hangouts will air from the red carpet, backstage and the front row hosted by the likes of editor Melanie Rickey, blogger Chiara Ferrangi of The Blonde Salad, and beauty blogger Tanya Burr. Cooke said: “Our customisation of YouTube is a big deal, it’s not just Hangouts with one or two people; we’re using it as a live broadcast, like the Oscars, like a live behind-the-scenes documentary”
  • Google+ will also enable fans to ‘Be the Buyer’ with a hangout app that allows them to create moodboards of their favourite items from the runway while seeking video advice from Topshop’s own buying experts as well as those from Selfridges and Browns. This will feed data back to Topshop on what items or colours resonate the most with consumers
  • As with last season, every element of the show is also shopabble, from the new collection, to the make-up, nail varnish and music. The shareable Shoot the Show and Customise the Catwalk initiatives will also continue, evolved this time based on customer feedback
  •  Finally, there will also be a custom designed Google+ animated photo booth in Topshop’s Oxford Street flagship. Fans can try on outfits and have their pictures instantly uploaded to the store’s interactive digital window and Google+ page

If Burberry hadn’t already put London on the digital map, Topshop just did. Watch it all from 2.30pm GMT on Sunday, February 17.

 

Jourdan Dunn for Topshop

Topshop.com live stream

Topshop Google+ photo booth