5 Things You May Have Missed This Week
By Georgia Buchanan
1. Misha Nonoo Announces Snapchat Fashion Show
Having pioneered the #InstaShow this year, in which you simply had to go to @mishanonoo_show on the popular social media platform and turn your phone vertical to experience her SS16 line, Misha Nonoo has now announced her next show will be the first ever Snapchat fashion show.
The fashion calendar has been well and truly shaken up over recent seasons, with the ramifications of many designers going direct-to-consumer affecting the age-old established fashion week set up. With this has come a plethora of original and dynamic ways of presenting one’s new line, and now innovative designer Misha Nonoo has announced that she will be presenting her current-season, fall 2016 collection on Refinery29’s Snapchat channel.
“When I discovered Snapchat, I could see that it brought verve back into social media,” Nonoo told Refinery29. “I hope to bring the same experimental and innovative spirit into how I present my collection; to be the first fashion brand to experiment with Snapchat’s native functions to present a collection is very exciting.”
To read more about Nonoo’s “live lookbook”, click here.
2. River Island Teams Up With Snapchat To Launch In-Store ‘Snap & Share’ Campaign
As Snapchat continues on its rise to world domination amongst millennials, brands are continuing to find new ways to harness its wide spread power in new campaigns. This week, River Island announced a partnership with the social media platform which allows users to access a variety of branded River Island filters whilst in the fashion stores in the UK and Republic of Ireland.
The ‘Snap & Share’ campaign launched this week in over 280 shops and will run for three months to work alongside the brand’s new polaroid-inspired advertising campaign. The campaign also includes a competition element whereby users who share their bespoke filter snapshots will be in with a chance of winning a £1,000 shopping spree and digital camera.
“When devising a plan for the launch of our new Autumn/Winter campaign, we wanted to explore new innovation and technology, seeking a fresh way for us to connect and engage with River Island customers,” said River Island’s marketing director, Josie Roscop. “We decided to use Snapchat for its mass reach, popularity and ability to cut through to consumers with strong, creative content.”
3. Google’s Fashion Week Makeover
Tech has been sneaking its way into fashion weeks for some time now, from Tommy Hilfiger’s Instapit to J W Anderson’s Grindr collaboration, and now even Google is making itself seen over the most important weeks in the fashion world’s calendar. Alphabet Inc, the parent company of Google, is giving the number one search engine a new look from Thursday until the end of the fashion weeks, by experimenting with search carousels created and curated by catwalk brands.
Sitting atop Google’s usual list of algorithm-generated links, this new layout will enable the brands themselves to manage what consumers see first when they search for the likes of “Prada” or “Burberry”, thus giving the fashion houses a huge amount of control over people’s responses to their content. For example, if you enter “Marc Jacobs” into Google over the coming fashion weeks then you will find messages from the designer about his collection and BTS videos of the show, and “for brands on a see-now-buy-now schedule, Google will allow people to shop for the latest looks directly from the search page” (New York Times). It is little surprise then that this new brand-curated search style has already signed on more than 50 brands, including Tom Ford, Christopher Kane, Prada, Burberry, Hermès and Marc Jacobs.
To read more about Google’s new look for Fashion Weeks, click here.
4. The Power of the Product ‘Drop’
Every Thursday morning there’s a line around the block outside Supreme stores as a mass of people await the much-anticipated weekly product ‘drop’. “The drop generates so much interest that entire forums are dedicated to celebrating purchases and guessing which particular pieces will sell out first. What’s more, on the first “drop day” of a new season, traffic to the brand’s website can spike by as much as 16,800 per cent, according to Samuel Spitzer, who leads Supreme’s e-commerce operation” (Business of Fashion).
So then, why is high fashion not following in the footsteps of this innovative streetwear market? Comme des Garçons USA general manager James Gilchrist, explains how the approaches of the likes of Supreme and Palace “makes a lot of sense compared to the way high fashion brands are currently delivering.” It isn’t just as simple as deciding to do a weekly ‘drop’ for high fashion brands, however, as the internal structure is so different. Chris Gibbs, owner of multi-brand retailer Union Los Angeles, describes how the drop model works more successfully for vertically integrated businesses, as “piecemeal delivery of a collection can be challenging for both multi-brand retailers - which pride themselves on maintaining a carefully calibrated merchandise mix - and brands that depend on wholesale distribution for a significant chunk of their income” (Business of Fashion).
To read more about the product drop process and which brands benefit from it and which don’t, click here.
5. Winter Summit Agenda - First Look!
This week we revealed the first draft of our Winter Summit agenda, downloadable on our website, for a sneak peak into what we have in store for you on Friday 11th November at The Yard in Shoreditch.
To see the list of presentation and panel topics, including “How To Use Offline Behaviour for Online Advantage”, “Growth Hacking your Content Marketing Strategy to Blow Up your Fashion Brand”, and “The Future of Digital Publishing”, click HERE.
There will be more speakers announced over the coming weeks so be sure to keep an eye out and download the updated version at the end of each week. In the meantime, get your spot booked early and buy your ticket HERE.