The top digital marketing campaigns from London Fashion Week 2014

Enjoy Digital
By Enjoy Digital
5 minutes to read

I’m Alix Swinhoe and I’m a 20 year old University Student studying Marketing Communications and Advertising at Sheffield Hallam University.

I’ve just completed a placement at Enjoy Digital to find out what it’s like to work for a digital agency, as I believe that gaining work experience in marketing is highly important and will be greatly beneficial both during and after I have completed my degree.

I spent some time with ED’s Social and Content Marketing team and whilst here I completed some digital trends research.

With London Fashion Week being a hot topic, I thought it would be interesting to discover what innovative digital marketing campaigns popular high street retailers have previously used, leading up to one of the world’s major fashion events.

Topshop

Topshop’s marketing campaign last year was based on real-time tweets, which provided customers with the opportunity to shop for key trends from London Fashion Week. Partnering with Twitter, Topshop used the #LFW hashtag to display the hottest trends from the fashion show.

This real-time data was then streamed to digital billboards around the country, all situated within 10 minutes walking distance of a Topshop Store. Customers could also tweet @Topshop with a fashion trend hashtag, in order to view a selection of styles available to directly purchase.

This campaign was an excellent way of captivating Topshop’s key target demographic, by using social media to turn the customer’s digital experiences into opportunities to purchase. The digital boards were extremely engaging, effectively catching customers’ attention and communicating with them instantly.

River Island

River Island experimented with technology in order to “wow” the audience, which involved taking them on a fashion tech journey by using the Google Cardboard technology. The UK retailer teamed up with Google and Mindshare to launch its new Design Forum x Jean-Pierre Braganza collection, creating a virtual reality experience.

This teaser video about the 360 degree fashion film gave the audience a brief idea of what to expect of this new amazing technology:

The Google Cardboard headsets were handed out to people who bought something from the new collection, and customers were able to watch the 360 degree film after downloading an app.

When looking into River Island’s partnership with Google, this was a fantastic opportunity to showcase their fashion products, whilst also being at the forefront of the new technology. Ben Lewis, CEO of River Island, told Marketing Magazine last year:

“We are excited to be the first fashion brand to pioneer the use of Google’s new virtual reality technology within the fashion arena… now with Google Cardboard via handheld mobile, we are able to reach new technological heights for the viewer.”

Burberry

Burberry concentrated on bringing the event to Asian fans by partnering with Line, a Japanese messaging app. It was part of their strategy to connect with this luxury brand’s fans in Asia and to increase brand recognition in Japan for 2015, using emoji-style brand characters wearing iconic Burberry items:

The animated short video promoting the Line messaging app features cartoon caricatures of fashion icons, such as Carla Delevingne, in Burberry essentials.

The messaging app Line was used at London Fashion Week to live-stream the Prorsum womenswear along with Burberry’s Autumn/Winter 2015 show. There are around 170 million monthly active Line users, mostly across Japan, Thailand and Indonesia, so this partnership is looking to be successful with fans and effectively communicate LFW event’s to the viewers.

Ted Baker

Ted Baker have launched a digital marketing campaign, which appears to be unrelated to London Fashion Week, but has been introduced as an interesting way of engaging customers.

The digital marketing campaign Ted Baker have incorporated involves the launch of mannequins who communicate with customers, hoping to create a more unique in-store shopping experience. This was first introduced in their Westfield White City store and is planned to roll-out across Ted Baker stores later on in 2015.

Customers are encouraged to download the Iconeme free app in which they will receive notifications within a 50m range of a Ted Baker Bluetooth enabled mannequin. Customers will be able to ‘shop their look’, as the mannequins send them information via Bluetooth about the specific clothes and accessories on display. Other benefits of the app include customers having the opportunity to check in-store levels and purchase items directly on Ted Baker’s website.

Iconeme CEO, Jonathan Berlin, said to Marketing Week, “This type of technology is truly game-changing, as for the first time it allows brands to communicate directly with shoppers while they browse, bridging the gap between off and online retail.”

It could be that London Fashion Week could have a positive impact on Ted Baker’s new launch, as Shoppers are interested accessing the latest technology and using their smartphones while in store. It will be interesting to find out whether this campaign expands and gains new reach.

In Summary

These key high street retailers have all successfully integrated fashion and digital media and demonstrated creative innovation. In particular, competitive high street retailers Topshop and River Island have previously utilised advanced technology to engage their target audience. The question is what are the brands doing this week at LFW to make their mark with the digital audience?

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