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Editor's pick social media

Snapchat ruled social media at #NYFW this season – here’s a look at the best of it

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Influencers, brands and models alike have taken to Snapchat during this season’s New York Fashion Week in droves. Providing real-time insights into what happens behind-the-scenes, it’s been the best version yet of immediate access to what happens around the runway shows.

Brands including Tommy Hilfiger and Marc Jacobs (still to show this evening) are just a few that have launched new accounts this season, while Snapchat itself has featured two relevant live stories throughout the week. “New York Fashion Week” and “This Is Fashion”, are a curation of snaps from others attending the shows – it pulls in the best of each event, with overlaid info about which collection it’s about to screen.

From Marchesa to Public School and Michael Kors, both stories have provided a well-rounded view of each day. They’ve also, inevitably, been a go-to place to spot the famous faces in attendance, including Kate Bosworth at the Rebecca Minkoff show, Kylie Jenner at Alexander Wang, Emily Ratajkowski sitting front row at Altuzarra, and Anna Wintour at DKNY. Particularly interesting on the “This Is Fashion” story otherwise, was the integrated advertising from ASOS too. (See below screenshots)

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As we know, many brands are adjusting to a see now/buy now consumer-driven strategy for fashion week. Where once Snapchat may have been used as an additional storytelling tool; the future has it as a relevant channel to drive immediate interest and ultimately conversions.

Tommy Hilfiger’s announcement for a direct-to-consumer shift for example, was accompanied by the launch of its Snapchat in collaboration with new global brand ambassador Gigi Hadid. These “takeovers”, where a celebrity or influencer is given full reign of a brand’s Snapchat, are becoming increasingly commonplace.

Gigi shared snippets of the rehearsal, an inside peek into the make-up for the show and mini interviews with some of the other models also walking for the brand. Her perspective, no doubt, was a smart move by the designer in terms of driving interest and follower acquisition; something it will be able to capitalise on in the long run once its capsule collection with the supermodel launches in real-time this September.

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Following a wide variety of Snapchat accounts over NYFW provided a broad additional view on activities taking place. Tips, tricks and trends for make-up enthusiasts were shown by @Maybelline New York, as well as @SephoraSnaps.

Meanwhile, @Houseofherrera’s story was a star-studded one with the likes of Olivia Palermo and Karlie Kloss making an appearance. And @Louboutinlive gave a great behind-the-scenes preview of Naeem Khan’s show all the while showcasing some of its heels being worn by the models.

If that wasn’t enough, influencers such as Chriselle Lim and Man Repeller even had their own Snapchat filters created, with their name, company and a life-like cartoon of themselves featuring across their Snaps during the week.

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Next up: London, where we know @MullberryEngland is one-to-watch, having already started snapping for the first time with new creative director Johnny Coca.

Check out some more (cheeky) screenshots of all the Snapchat action during NYFW below:

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Categories
film social media

Nordstrom: Can Olivia Palermo & multimedia ads reach a younger market?

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Share prices may be tanking globally and department store shares are suffering. But Nordstrom’s shares rose nearly 6% Monday after it unveiled a new collection with Olivia Palermo and a new ad campaign.

Its exclusive Olivia Palermo + Chelsea28 collection features 32 different separates with roots in American sportswear staples, as well as dresses. Nordstrom is hoping it can get to a younger customer with this launch.

Prices are lower than you might expect for Nordstrom ($448 for a suede trench dress, $98 for a striped wool and cashmere sweater, $148 for a denim blazer). Will the people who might actually wear the clothes take to it as much as the people who buy the firm’s shares have done? That remains to be seen.

Meanwhile the See Anew campaign that also launched yesterday is another part of the high-end store’s effort to reach a younger customer. With that in mind, it has opted for a short film with models dancing through a kaleidoscope of mirrors.

It’s all about summing up spring and its fresh, optimistic mood while also showing the clothes off to their best advantage.

VP of creative projects, Olivia Kim, led the project with experimental filmmakers Tell No One of Good Egg, who created the kaleidoscope set.

The campaign includes print in the usual glossies (of course) plus TV, digital, video and social media. The latter will include sponsored posts across Nordstrom’s social platforms taking in Instagram, Facebook, Twitter and special programmes with SnapChat and Pinterest. See what you think of the campaign:

This post first appeared on Trendwalk.net, a style-meets-business blog by journalist, trends specialist and business analyst, Sandra Halliday

Categories
e-commerce Editor's pick social media

Tommy Hilfiger to make limited edition runway styles shoppable at #NYFW

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Tommy Hilfiger is celebrating its 30th anniversary this year, and with it making two pieces walking its catwalk show at New York Fashion Week on Monday, immediately available to buy.

These limited edition commemorative styles include a varsity-inspired faux fur V-neck sweater in burgundy and oyster grey, and a zip-top oversized leather clutch in five colours. Both feature the brand’s milestone birthday emblazoned on them to match the heavy sports-themed autumn/winter 2015/16 collection.

Shown here are sketches of the sweater, as well as some of the other looks due to hit the catwalk. Fans following Tommy via social media will also be able to see snapshots of models wearing the looks at a pre-show backstage rally.

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Some of those images will come courtesy of the Twitter Mirror. As with designer Matthew Williamson who used this in the past, this is a software application that allows the user (in this case the models), to take a ‘selfie’, edit it with a personalised comment and then share it via @tommyhilfiger. Bloggers and VIPs are also expected to participate.

Tommy will also be handing the reins of its Instagram account over to It-couple Olive Palermo and Johannes Huebl this season, following in the footsteps of Alexa Chung who did the same for spring/summer 2015.

The brand’s First Timers campaign, which brings a group of digital influencers to a fashion show for the first time, as also debuted in September 2014, will continue once more. On Monday that will include vlogger and filmmaker Charlie McDonnell, and Instagram and Tumblr photographer Bryant Eslava.

Categories
digital snippets Uncategorized

Digital snippets: L2 Digital IQ, My-wardrobe.com, Versace and H&M, Olivia Palermo

Some more great stories from around the web surrounding all things fashion and digital over the past week:

  • My-wardrobe.com profile: can Sarah Curran (pictured) compete with Asos? [The Guardian]
  • L2 releases 2011 Fashion Digital IQ study (as below), Burberry take top spot, Kate Spade a newcomer, Hermès and Prada plummet [L2 Think Tank]
  • Olivia Palermo launches own fashion blog, employs five staff and at least 11 contributors [Elle]
  • Vogue among Condé Nast titles to join iPad by early 2012 [Mashable]