Social media took center stage at Fashion Week 2014
Each year as the summer winds down and the leaves begin to fall, the fashionistas gather from around the world in various cities to attend Fashion Week. Packed with fashion shows, swanky events and celebrities, Fashion Week is the quintessential celebration that marks hits and misses of new designer collections. This year the event was enhanced with innovative social media activities that fueled attention to Fashion Week in ways we’ve never seen before.
- Hashtag for SWAG: The concept of “SWAG” is simple: Stuff We All Get. Designer Marc Jacobs took an interesting approach to distributing goodies. Fans that posted on Instagram or Twitter using the hashtag #MJDaisyChain were able to receive a free perfume sample at the Daisy Marc Jacobs Tweet Shop. By forgoing money for hashtags, the designer got the word (and pictures) shared to millions of users without lifting a finger.
- Credit Couture: Participating in Fashion Week in any capacity can provide virtually priceless exposure. American Express got in on the action by pairing up with prominent fashion bloggers to share their own fashion advice complimented by custom sketches that provided a visual to share on social media platforms. The campaign allowed for AmEx customers to stay in the loop at Fashion Week with near instant updates without the need for an exclusive invitation or VIP status at various fashion shows.
- Fashionably Late: Being strategic is important no matter what industry you work in. Designer Alexander Wang was thinking ahead of the game when he decided to go against the grain and hold his fashion show during New York Fashion Week in Brooklyn instead of Manhattan. Wang made his location part of a joint venture with Uber, a mobile ridesharing app. Attendees were provided with a code that got them 30 percent off their fare so they could ride in style on trip over to Brooklyn to see the debut of Wang’s impressive new clothing collection.
Coveting a spot at a fashion show is no longer set aside for the rich and famous. With social media usage on the rise, the demographics of Fashion Week continue to grow and diversify. Normalizing an industry that once only catered to an exclusive crowed shows the power of people (and their smart phones) coming together to create change in a positive way. What was your favorite social media tactic at Fashion Week? Let us know in the comments!
Photo Credit: Death to the Stock Photo