Following plenty of innovative moves at New York Fashion Week, London Fashion Week was certainly more subdued. However, London still didn’t fail to show its creative side. The hot topic of the week was Burberry’s hotly anticipated ‘see now, buy now’ shows, but have long delivery times left the concept falling a little flat? Elsewhere, Johnny Coca utilised Instagram to publish teasers of his Mulberry début, and Twitter’s most-discussed LFW brands were revealed. Here are our top tech moments from London Fashion Week.
Burberry’s Big Change?
Contemplating innovation in a Vogue editors’ discussion, Sally Singer said of London Fashion Week: “There was a sort of wonderful silence after the incessant hand-wringing of New York.” Singer noted that this silence was strange, given that London is home to brands like Burberry and Topshop – two of the biggest poster brands for the fashion-meets-digital movement. Indeed, despite the furore, pre-LFW, over Burberry’s instantly shoppable, season-fluid runways of the future, the brand’s FW16 presentation didn’t seem much different. Another collaboration with Apple TV came into play, which allowed customers to stream Burberry’s show, and then speak to dedicated customer consultants to receive style advice and place pre-orders for certain new-season pieces. And yes there was the ‘see now, buy now’ element that had left the fashion world buzzing. Undoubtedly people will take advantage of the instant opportunity to shop, but this experience isn’t as instantaneous as it first appears; FW16 orders, which can only be made until March 7th, come with a 12-18 week delivery time. Suddenly, ‘see now, buy now’ has lost some of its impact.
Topshop Appoints Nick Knight
Topshop hired legendary photographer Nick Knight to shoot its FW16 show – capturing both runway action and backstage scenes – using GoPro cameras, to broadcast the event live on Instagram and Periscope, the Twitter-owned mobile live-streaming app. This was a new move for Topshop, though not necessarily a pioneering one, given that Tommy Hilfiger also previously used Periscope to document his runway in real-time. Topshop also had large 3D installations fitted in the windows of its Oxford Street flagship store, in order to grab the attention of passers-by.
Mulberry’s Instagram Unveiling
Mulberry's new creative director, Johnny Coca, formerly of Céline, premièred his début collection for the British heritage brand at London Fashion Week. But prior to its runway presentation, Mulberry published teasers of its newly branded product (we say newly branded, but Coca has actually reverted to Mulberry’s roots, adopting the old-style mulberry tree motif and classic serif typeface) on Instagram to create hype surrounding the new offerings.
Twitter’s Favourite Fashion Brands Revealed
The ten most-tweeted London Fashion Week brands have been revealed, thanks to a new study conducted during the last four days of London Fashion Week using the brand monitoring tool Radian6. Topshop Unique, Alexander McQueen and Burberry are Twitter’s top three, according to the collected data, with 9486, 8098 and 6946 mentions respectively. These labels are followed by Julian MacDonald, Mulberry, Vivienne Westwood, House of Holland, Emilia Wickstead, Paul Smith and Christopher Kane. With almost five times as many LFW mentions on Twitter as on Instagram, it would appear that Twitter is still a force to be reckoned with. It’s unsurprising to see Topshop and Burberry snatch the top spots, given both brands’ ongoing determination to evolve with technology and customer engagement, and Alexander McQueen’s second place success is likely down to the brand’s recent homecoming after 15 years of showing at Paris Fashion Week. Perhaps Christopher Kane snagging tenth place – way ahead of many of his competitors who fully embrace social media – will be a wake up call for Kane to finally set up a Twitter account. Indeed, Kane’s is the only name on the list that doesn’t use Twitter.
Temperley’s App Collab
Just in time for fashion week, Temperley London partnered with Vero, a new social networking app, in hope of generating excitement over the brand’s FW16 drop. Vero allows users to share style they admire with specific groups of friends, thus giving brands like Temperley the ability to target specific demographics, depending on their engagement levels and interest in the brand, to share their new products with. Users can shop Temperley London collections in-app using Apple Pay. Although it may slip under the radar of LFW’s big hitters, Temperley is certainly one to watch in its approach to tech; the brand eschews traditional forms of advertising, instead choosing to generate buzz through social content.
“We are always looking at new ways of using social platforms to build closer connections with our Temperley London customers. We are so excited about the possibility with Vero and working together in the future, where we will explore several exciting initiatives together,” said Alice Temperley.
What brands are killing it in the digital space? Join us at the Fashion Futures Award on May 18th to find out. Book your ticket now.
Reported by Grace Howard
Image Source: Topshop