London Fashion Week Goes Digital
London Fashion Week kicked off last Friday and it is showcasing a higher commitment to everything digital. Consumers around the world now have a better access to shows and events than ever before through live online shows and digitally enhanced retail experiences.
After its partnerships with NY Fashion Week for the past 2 years, Twitter’s focus is now for the first time on the London Fashion Week, as part of a wider drive for the UK market (Twitter opened an office in London earlier this year).
The British Fashion Council (BFC) is closely cooperating with the social network to promote and stir conversation about LFW using the hashtag #LFW, and by mentioning the official @LondonFashionWk account. The latter tweets live updates from backstage and front of house, and hosts a series of Q&A sessions with various guests, among which are BFC’s Chief Executive Caroline Rush and Newgen designer Louise Gray.
“London has always been at the forefront of innovation in the industry, and we’re aiming to continue that by using technology in a way to promote our designers further to global markets”, says BFC’s Marketing Manager Clara Mercer.
Among the brands that are going digital is Burberry, which began posting Twitpics yesterday of every look of its SS2012 collection. Mobile-friendly livestreams are also being hosted on Facebook, burberry.com and China’s Twitter and YouTube equivalents.
It seems like the brand new fashion world is all about tweeting and tagging, pretty much like everything else!
Regards, Velvet Magazine