Another season, another New York Fashion Week. And this time around, both brands and platforms have stepped up their social game to help bring consumers closer to the runway, the brands and the looks they love. This week, we take a look at how brands are leveraging different marketing channels to reach their fans and drive sales.
An initiative conceived by DKNY’s creative directors will use Instagram’s newly updated Instagram Direct feature to provide DKNY fans personalized content on how the brand has conceived its designs, ranging from explanatory videos to sketches to behind-the-scenes images. Content will only be sent to the fans who use the Direct feature, and will not be available to everyone following @dkny.
To celebrate its 10th season participating in New York Fashion Week, Tumblr is turning the designs of 10 of its user-artists into a fashion line IRL. The result—a series of unisex garments printed with Furby-like creatures, an outer-space-scape, a robot skull and more—will be sold online and in a fashion week pop-up.
Pinterest is partnering with UK retailer Topshop to suggest clothing to consumers based on color preferences. Visitors to Topshop will be able to log in with their Pinterest account, if they have one. The site can then recommend clothes to them in colors based on what the user most often pins.
Top modeling agency IMG Models has run @WeLoveYourGenes, an Instagram account dedicated to discovering modeling talent … and it’s working. In just nine months, IMG has signed 27 women through the #WLYG hashtag, which has been used more than 220,000 times.
Designer Misha Nonoo has designed a fashion show specifically for Instagram, replacing the standard runway experience. The end result: an “Insta-show” that effectively hacks the app’s design in order to create a full-screen, immersive experience. Heineken and Mercedes-Benz were the first brands to explore the format, but Nonoo’s Insta-show will be the first fashion industry implementation.
Influencer marketing is a powerful way to share your brand’s message with a niche audience. But how can you connect with the right influencers for your brand, while motivating them to spread your brand’s message? Klout, a social influence tracking platform, provides three key insights.
Stripe thinks “social commerce” is going to be big, and it wants to play matchmaker between retailers and the giant social networks building Buy buttons, it recently announced. Stripe is aiming to create a one-stop shop for ecommerce on social networks, and Twitter is its first client.
“Luxury retailers have built their brand on the idea of exclusivity, beauty and high touch. They have been slow to adopt digital because it’s historically been a transactional channel: buy immediately. Without digital—and ecommerce in particular—an effective omnichannel strategy doesn’t exist.”
“Taco Bell, Mercedes-Benz and Chobani were some of the earliest adopters to have experimented with sponsored posts on Instagram as its foremost brand partners. While Taco Bell used Instagram to announce its new breakfast menu in April and saw a 29 point lift in its ad recall, Mercedes-Benz used Instagram to launch its compact SUV called the ‘GLA’ in conjunction with Facebook last fall and saw a 580% increase in visits to its site.”
M by Macy’s compiled Instagram data ranking the top Instagram fashion accounts by number of followers, revealing that Vans Shoes and Hello Kitty ranked high in the list of mentions, beating out major fashion brands like Michael Kors and Dolce & Gabbana.
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