Rebecca Minkoff is once again changing the traditional face of fashion week shows and reflecting the shifting behavior and tastes of the market due to the “see now buy now trend”. The most recent show was held on February 4th at The Grove shopping center in Los Angeles. The brand utilized many different aspects of social media to promote the show.
The brand partnered with Nordstrom, Lauren Conrad, Essie Nail Poliah, Zella Athleisure, and popular fashion blog Who What Wear to provided fashion show attendees a day filled with fun activities and experiences. Each partner heavily promoted the event on their social media channels including Instagram, SnapChat, Twitter, and Facebook.
Rebecca Minkoff also shook up the custom of using traditional models in the show. She looked to social influencer and celebrities such as Jamie Chung, Victoria Justice, and internationally known fashion and lifestyle blogger Amie Song to walk in the show. They all have large social followings and helped to promote the show as well as generate excitement about the event.
(From Rebecca Minkoff Instagram)
The show utilized “Like to Know it”, a social shopping service that sends purchase information to Instagram users who like a picture. All images posted on Instagram from the show were enabled with the feature allowing in person attendees and virtual attendees the chance to purchase items as they came down the runway.
The Rebecca Minkoff show is a example of what will become common place in the near future. Brands must be customer centric in thought and deliver seamless, exciting and engaging, experience in person and through their digital channels, including social media. The show goes to show that social media has become a critical tool in the fashion industry to promote, engage with, and reach the market. Through social media fashion has become accessible to all, and brands have to adapt to engage with a larger audience.
By: Shannon Williams
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