The elite brands of the fashion world have once again descended on New York City for Fashion Week, eager to win the battle for the social buzz just as much, if not more than, for the clothes.
As brands such as Tommy Hilfiger and Michael Kors up the ante with their digital and social offering, The Drum takes a look at the best of New York Fashion week so far.
Tommy Hilfiger rolled out a gamut of digital and social activity for its show on Monday (8 September), and leveraged its ‘Social Concierge’ service to draw back the velvet curtain for fans watching at home.
A team worked both on the ground and remotely to capture bespoke assets, such as hand written notes from models in the show, which were then delivered upon request to consumers.
The brand also brought Alexa Chung on board and handed over control of its Instagram account to the model and presenter to push the new #TommySpring15 collection to a wider global audience.
For its second ever season showing at Fashion Week, wellington boot brand Hunter looked to Twitter to personalise the experience for fans.
Hunter created and shared a series of curated clips, filmed by real time video start-up Grabyo, with its Twitter audience using geo-targeting technology.
Specific content was pushed on depending on a user's location. For example, a festival-goer in Los Angeles might have received a video featuring more lightweight outerwear or footwear, while someone in London was more likely to have received a video of a key look from the Hunter Original collection, as it appears on the runway,that was more appropriate for the typical British weather.
The wearable technology movement found its self on the runway at the Rebecca Minkoff show after the brand created a collection of accessories, including a gold chain-link notification bracelet and a studded lightning cable bracelet for iPhone.
The bracelet connects to a smartphone via Bluetooth and vibrates should the wearer receive a notification, while the bracelet hides a USB charger for iPhone 5.
The Rebecca Minkoff clothing collection was enhanced by the use of 3D glasses to bring to life stereoscopic 3D fabric, while fans before the show could vote on Instagram which pair of dungarees would feature on the runway.
BCBG Max Azria
Meanwhile, BCBG Max Azria and sister brand Hervé Leger teamed with e-commerce platform LiketoKnow:It to make images of its clothing posted by “digital influencers” shoppable.
Fans were encouraged to sign up for a LiketoKnow:It account ahead of the show and when they clicked the heart on one of 13 BCBG products on Instagram, they received ready-to-shop links to the item in their inbox.
Although the Michael Kors show has yet to kick off (it will be live streamed on 10 September at 3pm BST) the luxury brand has already created an ‘All Access Kors’ microsite in anticipation, where it will host a live stream and images of selected looks.
The brand’s editorial hub Destination Kors will feature behind-the-scenes photographs, in-depth stories about design inspirations and runway accessories and the video of the show post event.
Facebook, Twitter and Instagram feeds will be incorporated directly into the microsite’s interface, allowing users to share show-relevant content in real time.
Michael Kors has also followed the lead of Burberry and Mulberry and turned its attention to Chinese social platforms WeChat and Weixin to capitalise on a burgeoning Asian audience.
Users are able to create their own, personalised All Access Kors imagery by inputting their name and uploading a photo that becomes a silhouette containing the New York City skyline.
Michael Kors will also live stream the entire runway show on Weixin and WeChat.