The battle of the live-streaming apps has begun: joining residing champ Meerkat in the ring is Twitter’s new Periscope app, which launched last Thursday. And, though the current battle has the big news organisations all a-flutter, the war is going to be one to win the hearts (and phones) of the fashion world.
At first glance, both apps are largely similar: live-streaming video apps, which link to the user’s Twitter account to broadcast and watch video around the world. They also both allow streamers to comment on the broadcast, view how many other people are watching at the same time and indicate their approval with a like (Meerkat) or a <3 (Periscope). With such features clearly emulating the fashion show format – event, audience, and an invitation to admire – its easy to see how the services could be utilised come next fashion week.
In the age of social media, fashion weeks have been no stranger to the concept of the live-stream. Viewing the runway in real time has been made easy through the live-streaming feeds operated by brands themselves. The new live-streaming apps on the block could revolutionise this model, however, bringing greater personalisation into the viewer’s experience – why would you watch a stream from the brand itself, when your favourite blogger is FROW and you can see exactly what they’re seeing (not just the clothes, for instance, but the shoes that other audience members are wearing)? It could also provide a helping hand to smaller up-and-coming labels that don’t yet have the funds to produce slick live-streams themselves.
So which of the apps will take the lead next fashion month? Periscope is now Twitter’s one and only, having been purchased by the microblogging site in January for a mere $100 million. And, though its early days for the young app, word on the street is that the extra features are pegging it ahead of its (albeit cuter) rival. In fact, for co-founder Keyvon Beykpour, Periscope isn’t about live-streaming at all – with greater customisation, a sleeker look and less lag time, it’s a “teleportation product.” Aiming to get past Silicon Valley jargon, Twitter’s own Head of Planning David Wilding will be on hand at our London Summit, where he will be answering any questions that fashion brands might have on the potential of live-streaming apps for the shows of the future.
Reported by Claire Healy