27 Jan Fashion Week 411: Insert Your Brand into Fashion Week Conversations in Style
Once reserved for the style elite, social media is creating entirely new ways for people to experience New York Fashion Week. From mid-runway snaps from America’s top models to backstage selfies and pre-show Instagram Stories, social media has transformed the runway like never before. If your brand is considering engaging with this fashion week branding event, read on for a few tips and tricks to creating social content in style.
Fashion Week is a large, methodical, and well-oiled machine. This meticulous planning means that no detail is too small, from a show’s soundtrack to the placement of buttons on a designer jacket. When planning social content for Fashion Week, reflect this same self-awareness and attention to detail back to your social strategy to create engaging content by:
Having a Connection to the Industry
While most brands don’t have an immediate connection to the street style of Paris or the fashion houses of Milan, there are some brands and products that lend themselves to Fashion Week conversation better than others. When deciding whether to engage with Fashion Week, consider your brand’s core values, product or service, and whether your brand has any existing ties to fashion or designers. Finding these questions hard to answer? Your best bet would be to skip the style world altogether in favor of a more fitting event for your brand.
Knowing Your Jimmy Choos From Your Badgley Mischkas
If you’re going to walk the proverbial catwalk, you’d better be able to talk the talk. This means brushing up on your fabrics (this is the one time it pays to know the difference between seersucker and mohair), studying the collections of top designers, and undergoing a crash course on current fashion trends. Once you’ve got the fashion lingo down pat, it’s time to put your new-found knowledge to the test by creating stand-out content.
On the Catwalk
Fashion Week is all about pushing the boundaries of design and innovation. Channel your inner artist to create eye catching, innovative content that will be as thumb stopping as a pair of 8-inch Marc Jacobs platforms.
Love Thy Selfie
2014 was dubbed “Year of the Selfie”, making it certain that these social snaps are here to stay. Capitalize on this growing trend by asking fans to submit their best Fashion Week looks, outfits, or model-worthy strut for a chance to be featured on your brands page.
Another benefit to the selfie craze? It’s a boon for business. According to Adweek, UGC is 35% more memorable than branded content, with millennials spending 5.4 hours on UGC every day. Use these numbers to your advantage to get fans engaged with content and creating some themselves!
Tell A Story
Instagram is by far the most popular channel for Fashion Week discussions. In 2016, the channel drew 427K posts during NYFW alone. Combine words with pictures to create dynamic, visually appealing stories with your brand as the focal point and watch those engagement numbers soar. Looking to brush up on your Instagram skills? Check out this article.
Tap into Bloggers and Influencers
Influencers are big business. Of the top 10 Instagram images by total engagements during NYFW 2016, eight were taken by influencers and models, proving just how powerful associating a popular name with a brand can be. Given that content from third party sources is viewed as more trustworthy than branded, brands would be wise to tap into influencer produced content to increase engagement while getting custom content in the process.
Make your brand page the place to discuss the most talked about fashions by providing fans with a space to share their thoughts on the hottest new collections and designers. Style polls, who wore it better, and trend forecasting are all excellent ways to engage with fans and draw in style lovers across all social platforms. Get creative with GIFs, slide shares, videos and interactive polls to engage your audience and get the conversation flowing