In our latest trends presentation we look at the key ways that The Fashion Weeks impact long-term digital strategy.
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3. Itâs no surprise that fashion leads the way in every sense of the word, but in no area is it more
progressive than the use, integration and development of technology
Each season we look to The Fashion Weeks to set the benchmark for the coming season and
over the past few years, weâve seen technology become an increasingly more important aspect
of âThe Showâ
Setting trends and trailblazing technologies is positioning fashion brands apart and offering
increasingly more opportunities to connect audiences - giving access to fans all over the world
From live-streaming to buying direct from the catwalk, from wearable tech to VR experiences of
the FROW, Fashion Week is setting the standard for connecting consumers & brands
Within this latest Cult LDN trend report we look at the key ways that The Fashion Weeks impact
long-term digital strategy
4. âTHERE WAS A TIME â NOT TOO LONG AGO! â WHEN
FASHION SHOWS WERE HELD BEHIND CLOSED DOORS
AND TOOK SIX MONTHS TO REACH THE CONSUMER.
OUR DIGITAL INITIATIVES UNDERSCORE THE
DIFFERENCES BETWEEN HOW WE USED TO DO RUNWAY
SHOWS AND HOW THEY ARE DONE TODAY.â
- Tommy HilďŹger
5. FASHION WEEK SETS THE STANDARD
how fashion week has historically impacted digital strategy
6. IN MARCH 2014, THE BRITISH FASHION COUNCIL ADDED
'INNOVATION AND DIGITAL' TO ITS FIVE FASHION
STRATEGY PILLARS, STATING:
âWE WANT BRITISH BUSINESSES TO FOLLOW IN THE
FOOTSTEPS OF ITS BRANDS AND LEAD IN INNOVATION
AND DIGITALâ
7. STREAMLINED CONTENT
Insightshow fashion week has historically impacted digital strategy
SETTING THE STANDARD
REWIND
Without a doubt, the best place to launch a technology is during Fashion Week, when high-net-worth individuals are turning their eyes to the catwalk and as
each season comes there is an increasing need to innovate
⢠Launched in 2012, Digital Fashion Week streams its shows via Google+ across the world, showcasing emerging and established fashion brands side by side
and enabling purchase direct from the catwalk. Opening with Naomi Campbell in 2013 and partnering with The British Council in 2014, it is the only fashion
event that promotes the best young fashion designers through events and digital platforms in Asia enabling this through digital
⢠SS13 saw models walk down the runway at Diane von Furstenbergâs show wearing Google Glass, capturing key moments for âDVF through Glassâ
⢠Tommy HilďŹgerâs SS14 NYFW show debuted a âSocial Conciergeâ to cater to real-time asset requests made by media and inďŹuencers at the show. The
concierge team delivered bespoke imagery, ranging from detail shots of a favourite accessory to personal handwritten messages from models
⢠Giles Deaconâs AW14 show at LFW saw Cara Delevingne record her full walk on her smartphone in a world-ďŹrst selďŹe from the runway
⢠AW14 also saw Marc Jacobs attract 10,000 visitors to his Tweet Shop, where Tweets were exchanged for treats in an industry-ďŹrst social currency concept
during NYFW
8. STREAMLINED CONTENT
Insightstopshop
SETTING THE STANDARD
BRAND CASE STUDY: TOPSHOP x FAN FIRST GLIMPSE
⢠Topshop always aim to give their global audience access to Fashion Week with numerous ways of showcasing BTS and ďŹrsts on social
⢠For the SS15 Unique collection, Topshop prioritised its social fans over the FROW by debuting the collection on Facebook
⢠The #TOPSHOPWINDOW in the ďŹagship Oxford Street store gave control and accessibility back to consumers
⢠The interactive mosaic provided live-stream from the catwalk along with BTS shot by inďŹuential Instagramers
⢠Shoppers could then enlarge tiles and print favourite images in store
9. STREAMLINED CONTENT
Insightsburberry
BRAND CASE STUDY: BURBERRY x TWITTER BUY NOW
⢠Burberry has always led the way in live-streaming shows, with customers ordering garments straight from the catwalk
⢠To coincide with the Prosum SS15 show at LFW, Burberry trialled the Buy Now button on Twitter
⢠This allowed customers in the US to instantly buy a selection of the nail colours worn by the models directly from a Tweet in âjust a few tapsâ
⢠Twitter Buy Now will allow brands the opportunity to target sales to key demographics whilst achieving easy, measurable ROI via Twitterâs analytics
SETTING THE STANDARD
11. âTHIS LONDON FASHION WEEK MAY BE THE MOST
DEMOCRATIC YET, WITH BURBERRY LEADING THE
WAY IN TERMS OF BRINGING THE RUNWAY TO A
WIDER GLOBAL AUDIENCEâ
- Marketing Magazine
12. THE TWEET SHOP
Daisy Marc Jacobs
DEMOCRATISATION OF FASHION WEEK
all access, all the time
CONNECTING AUDIENCES
⢠The democratisation of fashion and of Fashion Weeks in particular has been a rapid trend over the past years, and unlike other industries that have been slow
to adapt to disruptive technology, Fashion Week has embraced it as designers clamour to have the best and most innovative digital presence each season
⢠What was once an exclusive event for the fashion elite, has become the Super Bowl for fashion lovers, with live-streaming of shows, Tweeting of BTS and up
to the minute commentary from press, bloggers and even fashion houses
⢠WWD has called Fashion Week a "digital spectator sport,â but one of the effects of the digital fashion age, is how designers balance creative integrity with the
mass distribution of âThe Showâ
⢠Connecting consumers to fashion only lends to multiply coverage, excitement and interest over the product - dictating trends and impacting demand
immediately
13. THE TWEET SHOP
Daisy Marc Jacobs
DEMOCRATISATION OF FASHION WEEK
tommy hilďŹger
BRAND CASE STUDY: TOMMY HILFIGER x INSTAMEET
⢠AW14âs NYFW marked the ďŹrst time everyday Instagram users were treated like industry insiders at a major designerâs runway show: Tommy HilďŹger
⢠The NYFW InstaMeet was hosted by inďŹuential NYC-based Instagramers, who were hired by Tommy HilďŹger to organise the event and recruit 20 âaverageâ
Instagram users
⢠Tommy HilďŹger was very particular about âdemocratising the runway experienceâ by selecting a group of Instagramers with as few as 500-a few thousand
followers each
⢠Each were given BTS access, seats at the show and the opportunity to meet the designer himself
14. BRAND CASE STUDY: TOPSHOP x VR
⢠For AW15 Topshop live-streamed from The Tate Modernâs Turbine Hall whilst providing a world ďŹrst âtelepresenceâ show for customers in-store
⢠The Oxford Street ďŹagship provided custom headsets to customers allowing them to view the show live, virtually
⢠With 360 degree views of VIP arrivals to the show, BTS and of course the catwalk
⢠âThis seasonâs live stream in virtual reality [âŚ] takes the idea of the traditional fashion show to a new dimension, as we continually look for new ways to
engage, excite and involve our customersâ - Sir Philip Green, owner Arcadia Group
DEMOCRATISATION OF FASHION WEEK
topshop
15. THE TWEET SHOP
Daisy Marc Jacobs
DEMOCRATISATION OF FASHION WEEK
balenciaga
BRAND CASE STUDY: BALENCIAGA x GAGA
⢠This yearâs AW15 PFW saw Lady Gaga document the show from backstage before strutting down the catwalk herself to an awaiting paparazzi
⢠The exhibition was more a commentary on the connection between celebrity and fashion but allowed her fans a rare view BTS of the French fashion house
⢠Her mass audience received immediate access to the the French fashion house, allowing them rare views of the fashion process
17. âWE CAN ALLOW OUR GLOBAL CONSUMER
TO SHOP THE TRENDS WHEN THEY HAPPEN,
AND GIVE THEM INSIGHT AND ACCESS INTO
RUNWAY SHOWSâ
- Sheena Sauvaire, Global Marketing and
Communications Director - Topshop
18. STREAMLINED CONTENT
Insights
FIRSTS IN FASHION, FIRSTS IN TECH
why fashion is pioneering technology
INSTANT GRATIFICATION
⢠Accessibility to shows at Fashion Week is allowing for brands to directly market to consumers whilst also pushing the boundaries of technology
⢠By extending the life-cycle of the collection outside of the physical space, there have emerged new opportunities to demonstrate innovation and as fashion
brands this becomes increasingly necessary to delight mass audiences
⢠Consumers are demanding instant gratiďŹcation through purchase, meaning that there are ďŹscal reasons to push the tech boundaries - excite your consumer
and your consumer will purchase
⢠"As we know, everyone spends all their waking moments on all these new platforms, gadgets, Instagram and Twitter. The speed of things reaching people is
key to our business. You guys see it, wear it, buy it - that's what it's all about ... itâs sort of us being there, being ďŹrst to market - thatâs our job.â - Sir Philip
Green, owner Arcadia Group
19. STREAMLINED CONTENT
Insightstopshop
FIRSTS IN FASHION, FIRSTS IN TECH
BRAND CASE STUDY: TOPSHOP x DIGITAL ADS
⢠Topshopâs AW15 strategy saw them teaming up with Ocean Outdoor, Twitter and social marketing platform Stackla
⢠Topshop identiďŹed key trends from Fashion Week through real-time twitter tags, related products were then showcased on digital billboards across the
country
⢠This marked one of the ďŹrst cases that a brand has used real-time big data from a Fashion Week show to curate a customer's shopping journey
20. STREAMLINED CONTENT
Insightsadidas originals
FIRSTS IN FASHION, FIRSTS IN TECH
BRAND CASE STUDY: ADIDAS x KANYE
⢠During the recent AW15 NYFW, Kanye West debuted his collaboration with adidas Originals Debut via Simulcast in cinemas across the globe enabling live
viewing of the Yeezy Boost launch
⢠Adidas launched a Sneaker Reservation App allowing for this and other footwear to be reserved with ease following the reveal
⢠This saw unprecedented pre-orders of product from the sportswear brand with reservations for the Yeezy Boost ďŹlling up in a few hours
22. âIT'S EXCITING TO SEE EVERYBODY LOOKING FOR THE
NEXT BEST THING, BUT IT'S UNFEASIBLE TO THINK THAT
EVERY SEASON THERE WILL BE SOMETHING
GROUNDBREAKING THAT IS APPLICABLE TO YOUR
BRANDâ
David Lauren, executive vice president of global advertising, marketing
and communications at Ralph Lauren
23. STREAMLINED CONTENT
Insights
FASHION-LED INNOVATION
no more tech for techâs sake
THE âNEWâNEW
⢠With so many advancements in technology over the past 10 years weâve been able to constantly innovate in fashion at a rapid rate, but the desire to
embrace the ânewâ new cannot always be met by the tech
⢠As AR will allow us to try on, VR will allow us to experience, 3D printing will create products for us that are unique to each individual, there is something very
luxurious about this notion - the personalised runway will be a reality with made-to-measure garments developed on a mass-scale
⢠The Fashion Show has now become a 360 degree experience with social and technology enhancing access and revolutionising the way we see the show
⢠While the fashion world will always be innovating, technology is somewhat slower to evolve and once one brand has utilised a new product or platform, a new
story is needed - therefore Fashion brands need to retain that innovative mentality in order to gain cut through with digital innovation
24. BRAND CASE STUDY: MICHAEL KORS x SNAPCHAT
⢠This AW15, Michael Kors partnered with Snapchat for NYFW, giving younger fans access to behind-the-scenes moments at shows
⢠The luxury brand shared snaps of the designers and "candid" FROW shots and Michael Kors content on the 'Our Stories' feature was only live for 24 hours
⢠Lisa Pomerantz, senior vice-president of marketing at Michael Kors, said: "Snapchat provided a unique opportunity to take our 'All Access Kors' strategy a
step further â allowing us to share intimate, behind-the-scenes moments from our runway show with fans around the world."
FASHION-LED INNOVATION
michael kors
25. BRAND CASE STUDY: BURBERRY x PERSONALISATION
⢠This AW15, Burberry again partnered with Twitter to offer users the chance to capture pictures of its LFW womenswear show live from the runway
⢠By tweeting #Tweetcam to the @Burberry Twitter account, users triggered a camera to take a photograph from the best vantage point within the show space
as the models walked down the runway
⢠Each picture was then personalised with the userâs Twitter handle, a time stamp of the moment the image was taken and tweeted back to them - simple,
effective live personalisation that gained the brand headlines even before the show begun
FASHION-LED INNOVATION
burberry
27. Digital innovation during The Fashion Weeks will continue to set trends for
cross-industry marketing and use of technology in the real world
In order to retain traction, strategies will need to make sense to both the
consumer and the brand, with tech for techâs sake seeing peer-wide rejection
In order to remain competitive, use of technology must connect consumers,
delight with access, personalisation and instant gratiďŹcation
Be surprising, the most stand-out tactics have come from unexpected sources
and it is these that ride the news-cycle wave that comes with the coupling of
successful fashion and tech strategies