London Fashion Week: British brands use digital innovations to take the catwalk by storm…

Enjoy Digital
By Enjoy Digital
5 minutes to read

Over the past four days, we’ve seen a whole host of designers debut their SS16 collections and how we’ve all loved every second of it. In true London Fashion Week style there has, of course, been several highlights and for us, Burberry once again stole the show.

Burberry truly mastered the art of delivering a collection that entailed contrasts – a mix of elegant with street cool but remained true to its British Heritage with an emphasis on gold military detail, gold-trimmed button holes and embroidery.

Christopher Bailey, Chief creative and chief executive officer of Burberry, has not only reformed the brand from questionable checks to A list chic but has brought the world of social media and fashion together and showcased how fashion utilised digital technology to increase its reach.

Burberry pioneered the digital world by releasing previews of the brands SS16 collection via Snapchat a day before the collection hit the runway. Burberry have embraced the importance of involving fans who weren’t able to attend London Fashion Week and made everyone feel a part of it. With the preview only being live for 24 hours, due to finish as the catwalk begins, Burberry set a digital example of how to engage an audience and create a digital buzz around a fundamental annual event at the same time.

Behind the scenes footage was displayed in real-time via the social app, something brands have been striving to achieve as the digital world continues to evolve. Snapchat has rapidly become a powerful media and communications tool with over 100 million daily active users, who watch more than 4 billion videos every single day. Burberry were undoubtedly confident that this live streaming channel would reach a percentage of these active users and convert them into sales.

Year on year, Burberry has upped the ante when it comes to digital. It is no longer a question of who are the leading innovators within the fashion industry when it comes to digital, it’s rapidly become how can we become as digitally savvy as this British Heritage brand?  Last year we witnessed a successful partnership with twitter which enabled fans to purchase a piece of clothing or makeup via the social media channel as it was being shown on the catwalk. This year sees the innovation of Snapchat and the big question of how successful it has been is something we will all have to wait in anticipation for…

So, London Fashion Week has once again exceeded our expectations delivering not only the ‘must haves’ of SS16 but giving us all a lesson in digital innovation. Of course, Burberry has been the hot topic of conversation but we can’t go without recognising Hunters collaboration with Periscope and House of Hollands unveil of a new digital innovation.

With Alexa Chung, Daisy Lowe and Nick Grimshaw sat on the front row we expected no less than a kaleidoscope of colours and fabrics to compliment Henry Hollands SS16 collection. Fortunately for Chung, Lowe, Grimshaw and several others they were witnesses to the first partnership with Visa and the catwalk. This ‘technology-first’ collaboration included a credited microchipped ring that permitted the lucky chosen ten to purchase clothes straight from the catwalk with a simple swipe of the ring.

Last but definitely not least, Hunter partnered with the latest social ‘live video streaming platform’ prior to the main catwalk event with the anticipation that they would be able to engage with a broader audience which otherwise may not have been available to them. Exclusive live access to the show has meant that London Fashion Week is no longer limited to the likes of Kate Moss, Cara Delevingne and the rest of the front row, but it allows fans an insight into the fashion world that goes beyond luxury and beauty but embraces digital innovation and creativity.

If London Fashion Week 2015 has taught us anything, it is that brands have truly learnt the art of making a once notoriously exclusive occasion into a highly accessible event for all fashionistas…

comments powered by Disqus