3rd March 2014

The Social Media Strut

By Aimee Clark on Monday March 3, 2014

Fashion Week used to be the ultra-exclusive event reserved only for the fashion elite. Any mere dedicated followers of fashion had to wait patiently for the print publications before they could see any coverage or commentary from the most anticipated events in the fashion calendar.

However, thanks to a digital revolution, this has all changed. As the lights go down, the phones go up and fashion bloggers, media and brands share every moment from the front row with their audiences via live streaming, Twitter, Instagram, Tumblr, Pinterest and YouTube (among other channels!) giving anyone with an interest in fashion an access-all-areas pass to the runways.

Of course, putting fashion on display via digital channels is not new this year, but with the presence of these channels growing, more and more brands are realising the power they have as a PR tool.

As a fashion PR at Tangerine PR, I am constantly looking for new and exciting ways to capitalise on the buzz for my client: prestigious ladies footwear retailer, Moda in Pelle. Although it does not currently show collections at London Fashion Week, it still recognises it as an integral way for the brand to connect directly with its consumers.

This year, Instagram took centre stage at London Fashion Week and we used the platform along with hundreds of other brands, to capture, share and inspire engagement with our audience.

Monitoring the trends the media were getting excited about, we created engaging, sharable posts showcasing Moda in Pelle’s latest styles and including searchable hashtags which allowed our audience to instantly find and consume. During last September’s Fashion Week there were 250,000 mentions of the official London Fashion Week hashtag (#LFW) over the five days.

We Instagrammed behind the scene glimpses, reported on what the front row celebrity VIPs were wearing and created ‘steal her style’ posts, translated catwalk fashion to high street, gave advice on beauty survival essentials and offered how-tos, hints and tips.

It was a great occasion to engage in conversation and build a rapport with influential bloggers, media and aspirational, complementary brands.

We also generated lots of content which we utilised across Pinterest and Moda in Pelle’s Tumblr blog – http://allinthedetail.modainpelle.com/ – a lifestyle hub covering everything from fashion, travel and food, launched earlier this year.