“Snaps, or it didn’t happen!” seems to be the motto for some fashion retailers now as social media continues to play a major role in the rise of e-commerce. And Snapchat has started to become an integral part of the fashion industry as we recently saw at New York Fashion Week (as well as Paris, London, and Milan) last month.
Snapchat first started to show it’s prominence at Fashion Week last September when Burberry gave their viewers a preview of the Spring/Summer 2016 collection on Snapchat the day before the runway show.
Then Burberry upped the ante by posting their Spring/Summer 2016 campaign photo shoot with Mario Testino to their channel in real-time – a first of it’s kind. Even though fans could see the clothes in October at the shoot, the full print ads still wouldn’t be available until January 2016.
During the Fall/Winter 2016 shows in February, brands started to experiment with the social sharing platform even more with retailers like Neiman Marcus and Sephora creating their own custom geofilters to be used backstage during make-up or when viewing collection previews before they hit stores.
Last month, though, Snapchat really began its infiltration of Fashion Week. Designer Rebecca Minkoff hired five high-tier influencers to not just share the show from the front row, but actually walk down the runway. Nearly all of the influencers had someone share the experience in real-time on their Snapchat before being stationed at Minkoff’s store to greet fans and share photos on social.
A Minkoff spokeswoman told the Wall Street Journal that sales at the New York store were more than double than the comparable day the previous year and e-commerce sales were up 50 percent thanks to the tactic.
One designer took implementing Snapchat into the show literally. Spanish clothing designer Desigual sent models down the runway with makeup inspired by Snapchat filters, like the doe-eyed deer, butterfly halo, and puppy snout faces.
Additionally, major fashion magazines are no longer just sending editors to view the collection and report back for an upcoming issue. No, they’re posting in real-time as well on Snapchat. Anna Wintour may be Vogue’s representative on the front row, but her staff was all over NYFW showing behind-the-scenes footage from more than 200 designers on Vogue’s Snapchat account.
Sweet, the Snapchat Discover channel owned by Hearst, also took viewers backstage at Fashion Week by offering up “very fun and shareable” content, like a tour of CND Nail Labs as they created 3D nails for designers, live makeup tutorials with artist Bobbi Brown as she worked backstage at the Jenny Packham show, as well as premiering animated GIFs and wallpaper designed by GucciGhost for Gucci.
Snapchat’s role in the fashion industry though isn’t just limited to top-tier designers and Fashion Week but can be worked into your e-commerce brand’s overall digital marketing strategy as a great way to showcase your brand’s personality, the day-to-day life of your business, and some behind-the-scenes footage.