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Chatting social media strategy with #LFW designer Alice Temperley

Alice Temperley by Tomo Brejc

Temperley London has been one of several brands experimenting with Instagram’s new Hyperlapse tool this fashion week season; using it to reveal a series of behind-the-scenes insights in the run-up to today’s show.

There’s been a post of a fitting session with a model (as below), as well as a quick looks at final tweaks to the collection.

We spoke to creative director Alice Temperley, MBE, about the role video plays in her wider social media strategy, her thoughts on the staying-power of Hyperlapse, and how important all-things visual are to the fashion industry.

Q: How central is video to a brand like Temperley London?

AT: The digital strategy at Temperley London is getting more and more play time; video being a key part of a wider content strategy. I want to be able to take our viewers on an interactive journey that is 100% in line with our brand’s beauty and creativity, and British heritage, which I am so proud of.

A recent example of this is our “White Magic” film, which we produced over the summer exclusively for Net-a-Porter.com. It was shot at my home in Somerset, where I grew up, and featured some of my closest friends wearing some of our decadent dresses.

Q: Where do you see social media within your marketing activity, is it a growing part of the brand?

AT: Yes absolutely, it’s an ever-growing part of the brand’s development and will remain a focus for us in 2015. [We’re] understanding how our social followers are reacting to content on each individual channel and ensuring we are targeting each with a different and relevant strategy.

Visual is key: Instagram, Pinterest in particular. I love photography and really enjoy being part of the creative process and personally engaging with my followers on Instagram.

Q. Where does Instagram fit within the wider scheme of your strategy?

AT: It’s the only channel I personally manage myself. I love it. It allows for a different perspective and I enjoy reading people’s comments.

Q: What’s your overall opinion on the value of a tool like Hyperlapse for fashion? Does it have longevity? 

AT: Anything that expresses someone’s creativity will have longevity and a voice. Timelapse has been used for years, but the ability to do it on your mobile and in real-time has brought this concept to life.

Q: What all can we expect in terms of behind-the-scenes access with you for fashion week?

AT: An insight into my days in the lead up to the show – [it] may not be what people expect – hopefully people can live the excitement with me and be a part of the journey.

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All the digital activity surrounding this #LFW season

Eight days later and New York Fashion Week has wrapped up, everyone’s hopped across the pond and now we find ourselves in London ready and raring for the second set of the spring/summer 2015 shows.

As with its US counterpart, digital is playing a significant role in marketing strategy this season, driven heavily by the team at the British Fashion Council. Said CEO Caroline Rush: “This season, London Fashion Week will be celebrating digital innovation in fashion, encouraging designers to embrace technology to amplify their stories and their work.”

Here then are some of the things you can expect:

LFWdigital_ss15

  • Topshop is continuing as one of the city’s strongest digital contenders this season, introducing a wealth of activity including presenting some of the look from its Unique show on Facebook rather than on the catwalk. There are also six items from the collection that will be available to buy in-store on the same day, and a group of popular Instagrammers curating and populating its channel for the season.

  • Hunter meanwhile is partnering with real-time video start-up Grabyo, in order to deliver up to 10 instantaneous highlights from the catwalk to its fans via Twitter. Key moments as they unfold will be available for followers in 10-45 second clips, whether at a desktop or viewing via their smartphones. Better yet, said content will also be geo-targeted on Twitter so the type of items shown from the collection are reflective of the user’s particular region and climate.

  • Burberry has teamed up with Twitter to trial its new ‘buy’ button. Immediately following its SS15 show on Monday September 15, the brand will offer Twitter users the chance to purchase exclusive nail polish colours that appeared on the runway. Later in the testing phase, the brand’s new My Burberry fragrance will also be available for purchase.

  • TheOutnet.com has introduced Sergio the Shoe Hunter; a real-life mini dachshund who will be reporting live from London Fashion Week on the best footwear out there. He’ll do so with a GoPro Hero 3 Camera attached to his collar and will post on both his own blog and TheOutnet.com’s Twitter feed. Follow along via #sergioshoehunter.

  • House of Holland meanwhile has partnered with online fitting room company Metail in order to let customers virtually try-on the clothing from its show on Saturday September 13, in real-time. Anyone watching will be able to create their own ‘MeModel’ – an avatar of themselves in the looks they choose from the runway. The idea is they will then be able to pre-order the pieces they want in the right size for them.

  • Temperley London is using Instagram’s new Hyperlapse tool to provide fans with exclusive insights in the five days leading up to its show. The first versions have seen a bit of a rushed look through garments being stitched, as well as a fitting session with a model. More to come.

  • Maybelline is bringing video highlights from LFW to Exterion Media’s out of home screens across the London Underground. A total of 19 stations including Piccadilly Circus, Bond Street and Covent Garden will be showcasing the content from September 13-17.

  • The British Fashion Council itself – as well as supporting the majority of the above and pushing live streams of over 90% of its designers – also has a myriad of its own activities going on. There’s an event on Monday September 15 where British designers will be showcased in a new film premiering from SHOWstudio’s Nick Knight. There will also be a 25 metre-long interactive installation from Meri Media as well as premieres from Mary Katrantzou, Jonathan Saunders, Michael van der Ham and River Island the same night. Next up there’s a LFW street style photo booth sponsored by Swatch that will be situated at Somerset House, highlights of which will be posted to the official London Fashion Week Facebook page. And the BFC is also hosting a Contemporary Shop on eBay that will provide consumers with access to exclusive items from designers Alexis Barrell, Georgia Hardinge, Paper London, and Zoë Jordan.

  • Last but not least, the BFC is also running a series of three panel discussions throughout LFW focused on fashion and technology. The first on Sunday will cover how technology has changed pattern, colour and cloth in fashion, and will feature the likes of cyborg artist Neil Harbisson and Nancy Tilbury, co-founder and director of Studio XO. The second on Monday will explore whether real luxury can be achieved online, and feature jeweller Stephen Webster as well as Tracy Yaverbaun, director of fashion and luxury at Facebook and Instagram, among others. And the final one on Tuesday will dive into where we draw the line between creativity and commerciality. I will be on the panel, as will designer Henry Holland; Justin Cooke, founder of Innovate7 and former CMO of Topshop; Sasha Wilkins of Liberty London Girl; Daniela Cecilio, founder of ASAP54; and Remi Paringaux, founder and creative director of Meri Media. The full line-up as well as details on how to attend or tune-in, can be found online here.