London Fashion Week's most innovative marketing


London Fashion Week is always a big conversation point on social media – and this year brands have been more innovative than ever. Dan Calladine, Carat’s head of media futures, examines some of the ways brands have found to connect with consumers at London Fashion Week this year.

Dan Calladine Dan Calladine Head Of Media Futures London
Burberry on WeChat for the #AW14 Runway Show
Burberry, always very innovative in their media use, have created a special way of interacting with their Autumn Winter 2014 runway collection at London Fashion Week: WeChat conversations.
Because WeChat is a messaging app, not a social network, it's very tailored to the individual.  Burberry's connections on WeChat can send them a message, and get personalised clips and content in return.
It's an automated process, and shows the sorts of things that you can do through messaging that are different to what you would do with social networks.
The process of engaging consumers in such an active way can be more effective than the traditional more passive forms of engagement.
Nokia’s interactive skirt
Fashion and technology truly collided when Nokia hit the headlines with an attention-grabbing ‘interactive skirt’ constructed from Nokia Lumia phones, with the help of designer Fyodor Golan and technology company Kin.
It was reported upon by many trade magazines and websites, was widely discussed on Twitter, and even made BBC’s Newsround, reaching a younger audience.
Like many items of clothing at London Fashion Week, one doesn’t necessarily expect to see it on the high streets of Nottingham, Leeds or Manchester any time soon, but it’s a nice piece of PR for the brand.
Marks & Spencer debut at London Fashion Week
M&S did well with their first ever showing at London Fashion Week in terms of social media.
Twitter mentions were more positive than those for Burberry and Topshop, following on from strong showings for M&S’s social media campaigns over Christmas and Valentine’s Day.
This serves as a lesson to show how much traditional brands can gain from investing properly in social media.
Cara Delevingne strengthens her own brand
The model Cara Delevingne has been one of the most talked-about models at London Fashion Week and her own use of social media has almost certainly inspired this.
She has almost 1.5 million Twitter followers and has been tweeting several times a day from London Fashion Week, posting Instagrams and videos which have been retweeted several hundred times by fans.
Leading the Burberry collection she ensured that the brand was one of the most mentioned on Twitter while managing to plug her own handbag design for Mulberry and strengthen her own impressive brand profile.
Topshop’s virtual experience
The high street brand Topshop crated a 360-degree virtual experience in its flagship Oxford Circus store to mark London Fashion Week.
It streamed live footage from the Tate Modern into the store in order to bring the Topshop Unique catwalk directly to shoppers – via virtual reality headsets.
The experience proved popular with customers and also attracted media attention from The GuardianRed Online and the Drum – proving that a high street label can attract attention across the spectrum with a bit of imagination.
Dan Calladine Dan Calladine Head Of Media Futures London
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