Fashion Week Fashion Twitter

Eight ways for brands to use Twitter creatively during London Fashion Week

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By Ishbel Macleod, PR and social media consultant

August 19, 2014 | 7 min read

With London Fashion Week (LFW) set to begin on 12 September, fashion brands will no doubt be ramping up their social activity.

Last year’s LFW saw over 250,000 uses of the official #LFW hashtag, with over 75,000 images added to Instagram, proving that fashion brands are no stranger to using social, with Burberry being one of the best in the field.

Ahead of the event, Twitter has suggested the most creative ways to use its platform, including making use of multi-pictures, using GIFs and offering a Q&A.

1. Use multi-photo tweets to share the look

Twitter rolled out the funtion to upload up to four photos in a tweet in March, and this is the first time that fashion brands will be able to make use of the tool for LFW.

Gordon MacMillan, editorial manager at Twitter, suggested: "It is a perfect way for you to show a number of different outfits on Twitter or...to breakdown moments, such as a model preparing backstage and then taking to the runway".

2. Use Vine to capture a show in six seconds Vine is something that has already been used by some brands - for example Burberry - with great effect. Fashion houses can show an entire catwalk in six seconds, the creation of a dress from drawing to completion, or backstage action.

3. Use animated GIFs on Twitter for prepared content While Vine can be used for content capturing, GIFs are a way to use content which has been prepared in advance. "GIFs on Twitter can be used to show clips of your latest TV ads, amusing moments or video content, such as reminding people that your sale is now on," MacMillan suggested.

4. Live-stream events on Twitter

Something which has already been done by the British Fashion Council and Topshop; a full catwalk show can be live-streamed on Twitter, allowing those who couldn't make the event to feel as if they are there.

5. Alert fashion lovers to a sale and drive users to retail partners The focus of LFW is, of course, the fashion, so it makes sense to show fashion fans where they can scoop the clothes worn, or where to get the make-up a model wears. Rimmel created a flash sale to celebrate its 180th birthday, making everything 180p for 180 minutes -

6. Hold a Q&A using Twitter and Vine

While hosting a Q&A on Twitter is a regular tool of the trade for some brands, this can be kicked up a notch with the use of Vine, making interviewees answer in six seconds.

London Fashion Week itself took to doing this during February's LFW.

7. Open a pop-up shop and power it with tweets Marc Jacobs is the most recent example of a brand creating a pop-up shop with the opportunities to receive free goodies - in this case a key ring or free manicure - in return for a tweet. Each day the top picture posted at its pop-up event last weekend scooped the grand prize of a Marc Jacobs handbag: increasing brand engagement and using fans for promotion.

8. Use Twitter to tease and break news Twitter can be used to tease news before it breaks - such as who will be the face of the S/S 15 campaign.

Below, Vine's Richard Barley discusses how to make great content on Vine, and discusses his favourite brands using the platform - including Burberry.

Fashion Week Fashion Twitter

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