Stealing the show: the most sociable brands at London Fashion Week

The runway is empty, the blaring techno music has fallen silent, the last goodie bag has been rummaged through and the final tantrum has been thrown. That’s right, London Fashion Week has come to a close once again. In her third guest post for us blogger, social media-ista and all-round fashionable friend of Speak, Isabelle O’Carroll, rounds up some key social media moments from LFW14.

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A brand’s social media activity has become as important as its style when the biannual fashion circus comes to town. What a designer is doing online is almost as important as what they’re doing on the catwalk. The doors to fashion week have opened and everyone wants to take a look, Twitter takes the lead with 82% of LFW conversations carried out on the chatty channel. Now, even if you’re not a successful fashion journalist or buyer, you can still catch up on the action on Instagram, Twitter and live streams.

New tricks…

Burberry was the big name at last season’s London Fashion Week, but not just for the clothes.  The brand’s huge following on social media is heightened even further by front row regular, Harry Styles, whose One Direction fan base can always be relied upon to boost any 1D-related content. With a killer combo of brand partnerships and its celebrity following Burberry usually takes the lion’s share of fashion week mentions.

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This year however, high street stalwart (Ed: And former content brand of the week) Marks and Spencer took the lead with the highest volume of relevant mentions – beating competitors like the mighty Burberry and Topshop. The store’s new Style Director Belinda Earl hit the right fashion notes with a breakfast presentation in Somerset House for visiting journalists and bloggers, showcasing the best of the M&S AW collection. Entitled ‘Best of British’, it was an instant hit on Twitter and Instagram with 32% positive mentions. It’s clear that as social media matures, it’s not necessarily the volume of conversation that matters, but the sentiment – and also how you use it.

Vine is so last year…

Instagram videos are proving really popular with fashion fans opting to upload moving images that convey a whole lot more than a still. Beating the 6-second micro-video blogging app Vine, those crucial extra nine seconds allow fashion front rowers to post most of a show’s final walk-through, or a sizeable chunk of strut.

Posh welly brand Hunter took Instagram video to the next level, with a series of ‘second screen’ videos, designed to be seen in conjunction with its catwalk presentation. A clever and creative way of using social media, these slick, visual snippets add another layer of interest to their collection, serving as a kind of visual set of show notes.

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It’s not only the big retailers working their social thang. Sticking to his mix of high-end with tongue-in-cheek, Giles Deacon’s catwalk show featured the first ever live Instagram video selfie, with Cara Delevigne humorously mugging for her phone as she strode down the catwalk. A fabulously frothy use of social media, it’s a fun and cheeky way of bringing the catwalk to your screen.

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The best of the rest…

While the big fashion brands promoting their own shows took the lion’s share of attention, there were still some great pieces of content that tapped into the excitement around LFW from other brands. Go-Pro, more likely to be seen at a dirtbike race or on a surfboard than in the front row of a Versace show, managed to newsjack the style buzz with this awesome video blending high fashion and even higher falls.

And the content action wasn’t all online– some fashion brands chose to kick it old school as well as pumping out content on social media. H&M’s printed fashion week newspaper ‘The Daily’ was handed out for free in central London. The paper gives readers who couldn’t make the shows a snappy digest of the previous days big events, as well as some handy stats on who’s saying what about whom.

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Where next?
Isabelle’s first post for usand the second!
More fashion content
Content brand of the week: Marks and Spencer
Isabelle’s site

Author: Tom Owen

A strategic storyteller and compelling content creator, awash with acuity and adept at alliteration. I work for Speak Media.

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