#LFW

Digital Case Studies

Looking at.....

• How the LFW organisers embraced digital?

• A few case studies including Burberry, who went all out.

The BFC (British Fashion Council) live streamed 46 shows this week. This resulted in a 100% increase in viewers on last year. Video was streamed on their site, live on big screens at Somerset House, Youtube and their Facebook page. Commentaries were given on screen via Twitter. Video content also grew on other sites including Elle, Grazia and the Telegraph who were also carrying live shows.

London Fashion Week also embraced augmented reality. The LFW logo and the front page of the daily newspaper ‘The Daily’ both enabled augmented reality. They showed a daily video highlighting some of the latest fashions.

Augmented Reality enabled logo

Augmented Reality enabled newspaper

Augmented Reality enabled site

Vogue Magazine showed highlights on a big digital billboard throughout LFW at Westfield Shopping Centre. The billboards had behind the scenes content, and used Tweets to give a running commentary.

Topshop were also broadcasting shows from their site. They updated their iPhone app to have shows broadcasted. Topshop also used QR codes to receive extra video content, showing content such as ‘make-up tips’ and interviews.

French makeup brand Bourjois created a digital treasure hunt during LFW. Users were tasked to find the GPS-tracked Bourjois Belle on the streets of Shoreditch. Every day her location was published on the Facebook app, and once they had found her, they can claim free products.

Prabal Gurung hosted their show online as the only way of seeing it. (No audience at the actual show). Passwords were given out to journalists, and they were able to download the images immediately and the interviews were already transcribed. Perfect for instant PR. As Christina Binkley said on Twitter: "Watching the ICB by Prabal Gurung online fashion show is like watching football on TV. You're not there, but you see more than if you were."

Burberry @ LFW

Burberry really did push the digital boat out. Teaser videos to promote the show, GIF’s on Twitter of the runway models as they are on stage, releasing photos on Pinterest, releasing items on Polyvore, itunes release, Facebook, Harrods tie-up and adding special content to site.

Burberry released a trailer to launch their #LFW show.

Last year Burberry had the ‘TweetWalk’, this year they took it one step further, by releasing GIF’s for each runway model. (See Twitter photos)

Burberry released photos onto their newly launched Pinterest page.

Burberry released products onto Polyvore for fans to make ‘fashion collages’ with.

Burberry released photos of the fashion show onto their Facebook page.

Burberry also published shots on Instagram

Burberry.com not only hosted the show online (HD Live Stream), but they also had a live feed of the Instagram shots being created. Users were also able to click on each individual look.

Each individual look was available online. Users could look at 360 degree images, videos, and shop the content.

Burberry also released the fashion show soundtrack on iTunes.

Burberry also received some great publicity through Harrods. Harrods published all fashion shoot images on their Facebook page, and asked fans to like their favourite image. Whatever ‘look’ had the most likes would be purchased by Harrods to be sold in the store.

Source: EDIDT

#ThatsAllFolks

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