We take a look at London Fashion Week 2012, and a few case studies of what fashion brands did in digital marketing and social media, inc Burberry.

1. #LFW
Digital Case Studies

2. Looking at.....
• How the LFW organisers
embraced digital?
• A few case studies including
Burberry, who went all out.

3. The BFC (British Fashion Council) live streamed 46 shows this
week. This resulted in a 100% increase in viewers on last year.
Video was streamed on their site, live on big screens at Somerset
House, Youtube and their Facebook page. Commentaries were
given on screen via Twitter. Video content also grew on other
sites including Elle, Grazia and the Telegraph who were also
carrying live shows.

5. London Fashion Week also embraced augmented reality. The LFW
logo and the front page of the daily newspaper ‘The Daily’ both
enabled augmented reality. They showed a daily video highlighting
some of the latest fashions.

6. Augmented Reality enabled logo

7. Augmented Reality enabled newspaper

8. Augmented Reality enabled site

9. Vogue Magazine showed highlights on a big digital billboard
throughout LFW at Westfield Shopping Centre. The billboards had
behind the scenes content, and used Tweets to give a running
commentary.

10. Topshop were also broadcasting shows from their site. They
updated their iPhone app to have shows broadcasted. Topshop also
used QR codes to receive extra video content, showing content
such as ‘make-up tips’ and interviews.

12. French makeup brand Bourjois created a digital treasure hunt
during LFW. Users were tasked to find the GPS-tracked Bourjois
Belle on the streets of Shoreditch. Every day her location was
published on the Facebook app, and once they had found her, they
can claim free products.

14. Prabal Gurung hosted their show online as the only way of seeing
it. (No audience at the actual show).
Passwords were given out to journalists, and they were able to
download the images immediately and the interviews were already
transcribed. Perfect for instant PR. As Christina Binkley said on
Twitter: "Watching the ICB by Prabal Gurung online fashion show
is like watching football on TV. You're not there, but you see more
than if you were."

15. Burberry @ LFW

16. Burberry really did push the digital boat out.
Teaser videos to promote the show, GIF’s on Twitter of the
runway models as they are on stage, releasing photos on
Pinterest, releasing items on Polyvore, itunes release, Facebook,
Harrods tie-up and adding special content to site.

17. Burberry released a trailer to launch their #LFW
show.

18. Last year Burberry had the ‘TweetWalk’, this year
they took it one step further, by releasing GIF’s for
each runway model. (See Twitter photos)

19. Burberry released photos onto their newly launched
Pinterest page.

20. Burberry released products onto Polyvore for fans to
make ‘fashion collages’ with.

21. Burberry released photos of the fashion show onto
their Facebook page.

22. Burberry also published shots on Instagram

23. Burberry.com not only hosted the show online (HD Live Stream),
but they also had a live feed of the Instagram shots being
created. Users were also able to click on each individual look.

24. Each individual look was available online. Users could
look at 360 degree images, videos, and shop the
content.

25. Burberry also released the fashion show soundtrack
on iTunes.

26. Burberry also received some great publicity through Harrods.
Harrods published all fashion shoot images on their Facebook
page, and asked fans to like their favourite image. Whatever
‘look’ had the most likes would be purchased by Harrods to be
sold in the store.

27. Source: EDIDT

28. #ThatsAllFolks
Follow:
@EddGold
@OTHERmedia