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The real winners of New York Fashion Week F/W 2016

As New York Fashion Week Fashion Week F/W ’16 draws to a close and the fashion pack hits the streets of London, here at Prohibition HQ we’ve been looking into not only the newest trends on the catwalk, but also the newest trends in the use of social media at one of fashion’s biggest calendar events.

It seems that as well as showcasing their new pieces on the runway to the style elite, brands are also trying to expose their wares to the wider world of social media. Many designers are now perceiving likes, shares, re-grams and re-Tweets as the digital equivalent of attendance at catwalk shows and footfall in their exclusive boutiques.

Creating buzz and aligning their products to significant influencers in the industry are just some of the benefits associated with properly utilising social channels during the most prolific event in the fashion calendar. We’ve investigated some of the brands that have really won at New York Fashion Week in terms of digital.

Tommy Hilfiger

The 31 year old brand has never been shy when it comes to trialling new and innovative ideas regarding social media. With past social initiatives at Fashion Weeks such as the InstaMeet or the Vine 360 Booth being well received, the brand is always looking for ground-breaking ways to allow people to engage with it online.gfklkl;

This season was no exception, with the brand opting to create an InstaPit – a photography pit made up of top bloggers and YouTube stars dedicated solely to taking snaps for their Instagram accounts, and for the guys at Tommy to upload live updates from their show to the official Instagram account @TommyHilfiger giving fans and followers real-time access to the collection.

Twitter

Believe it or not, one of the real winners of NYFW F/W 16 was the social network itself, Twitter. Along with the hashtag #NYFW, another has emerged to track conversation around the event – #fashionflock.

Twitter’s head of fashion and film partnerships, Rachel Dodes said they wanted to ‘invite many of the top influencers and form an exclusive group’, and that, they did. The group was made up of 50 celebrities, designers and bloggers from Marc Jacobs to Kanye West, all of whom are incredibly influential on the social network.

As well as providing the avid NYFW followers with a list of influencers to follow during the event, Twitter saw its opportunity to take on a sponsorship angle with specialist battery pack brand, Mophie, by giving away a customised juice pack case for the iPhone 6 to all members, which can now be purchased via Twitter’s ‘Buy it Now’ capability – social sponsorship at its best.

Rebecca Minkoff

Rebecca Minkoff is another designer who challenges the ordinary when it comes to showcasing her wares at high profile events such as New York Fashion Week. Last season, Rebecca herself stated that ‘the current fashion show system isn’t working’ and is trying to change the way it works with a new model for her shows.fgdsgfds

The brand aims to make the runway a ‘fully immersive fashion show experience’ aimed at both influencers and consumers, with the focus on instant gratification that is so popular in the fashion industry. The Minkoff brand partnered with technology giant, GoPro to livestream its show on Friday, granting access to not only the world’s best fashionistas, but to style enthusiasts worldwide.

The guys at Rebecca Minkoff also employed virtual-reality technology consisting of two cameras with three dozen separate lenses filming the show, to create a true virtual-reality experience that will be released in a few months. Come spring, the show will be available to watch through Jaunt’s app on Google Play (for Android phones), on Samsung’s Gear VR, Oculus Rift, and on the Google Cardboard platform for iOS.

Ralph Lauren

Fashion heavyweight Ralph Lauren isn’t one to be left behind when it comes to social media, leading the way with innovative ways to gain awareness of its new collections. The label decided to invite a whole host of celebrities and influential bloggers to its debut its Purple Label men’s and women’s Polo range on Thursday. The collection managed to garner 165 million impressions in the first 24 hours following the event – all thanks to high profile attendees such as Ciara, model du jour Bella Hadid and Tyson Beckford.

Although Lauren has scaled back the efforts from last season, where he decided to live-stream the new collection via recently developed channel, Periscope to the heart of London. The brand hasn’t underestimated the effects of social media, inviting all of the stars to a special breakfast and collection presentation dinner and encouraging them all to share on their own channels, generating buzz and chatter amongst the brand’s younger target demographic.

Snapchat

If you’ve read our recent blog post on how brands are using Snapchat, you’ll know that using the photo and video-based platform has become a recent trend amongst some of the world’s biggest brands. New York Fashion Week is no exception, with stories such as ‘This Is FASHION’ and ‘NY Fashion Week Finale’ sweeping the world, the social network newcomer is committed to delivering the latest images and videos direct from the catwalk, to its followers whose invite didn’t quite extend to the front row!

With brands like Michael Kors, Marchesa and DKNY all showcasing their latest pieces both on the runway and behind the scenes, along with candid shots of models in action, the ‘stories’ are delivered straight to our Snapchat accounts without even having to search for the latest updates.

Who do you think did NYFW best? Let us know your thoughts below!

Launching “housemate speed dating”

Housemate Speed DatingHow do you make an estate agent relevant and appealing to the notoriously fickle student market? That was the brief Parklane Properties set Prohibition, and we relished the challenge. 

We responded with a programme of creative executions spanning traditional PR and social media channels, aimed at engaging with the student audience in a meaningful way, while ensuring we directly drive signups and footfall. One key campaign tackled the age-old challenge of finding compatible housemates, with the launch of “housemate speed dating” a series of events that put a new twist on the tried-and-tested matchmaking activity.

Housemate speed dating was aimed not only at those students who were new to Leeds and seeking accommodation for the first time, but also at those moving from halls or looking to establish new friendship groups.

The mechanism was simple; students were able to scope out potential ‘roomies’, or several housemates for a house share, by taking place in a series of timed ‘dates’, as well as games and activities aimed at assessing compatibility, for example, attitudes towards tidying. Along with the ‘speed dating’, students also had the opportunity to find out more about Parklane’s portfolio of student properties – crucially, helping drive new signups.

Never mind Murray: Wimbledon’s best PR stunts

As Wimbledon comes to a close and the hype dissipates, we felt it was only right to reflect on the top brand activations from the 2013 tournament. With so many brands fighting for attention, one thing’s for sure – it wasn’t just strawberries and Pimm’s that captured the attention of tennis fans this year. Here’s a selection of our favourite:

Morrison’s ‘Murriwins’

An incredibly simple idea, but very well executed, Morrisons changed its name to ‘Murrisons’ towards the end of June in support of British tennis player Andy Murray. When Murray became Wimbledon champion, they went a step further and changed the name to ‘Murriwins.’

Salmond ’photobombs’ CameronWimbledon PR Stunts

One ‘political stunt’ that didn’t go un-noticed at Wimbledon this year was Alex Salmond waving a Scottish flag behind David Cameron’s head as Andy Murray secured his win. Many are debating whether Salmond is just a massive Murray fan (we doubt it) or whether it had something to do with the Scottish vote in 18 months’ time for an independence referendum. Who knows?

Evian’s Wimbledon Wiggle

Evian really stepped up to the opportunity and launched a number of campaigns and adverts. Their aim was to get shoppers to choose Evian during the Wimbledon season and capture the fun and childlike nature of this campaign. It could be seen in freestanding display units as well as posters in retailers namely, Tesco, Sainsbury’s and Asda.

Evian

As well as its Wimbledon print activity starring Maria Sharapova in an ad placed alongside another featuring an Evian ‘baby’, Evian launched  the fun ‘Wimbledon wiggle’ campaign. A move imitated from the tennis players, the campaign asked for consumers to send in their moves, which were subsequently posted on the official Evian Facebook page.

Their aim was to encourage members of the public to upload their wiggles to get in the mood for the championship. Since the launch celebrities such as Jonathan Ross, Mollie King, Holly Willoughby and hundreds of Evian’s Facebook fans have all had a go at the Wimbledon Wiggle.

Cadburys strawberries and cream

Last but not least, in true Wimbledon style, Cadburys has piggy-backed off the famous fruit and cream combo and released a limited edition strawberries and cream chocolate bar, the classic British summer season taste.

I think it’s fair to say Britain had a great tennis season on the court, and in the brand space. Well done Murray you did us proud!

Image credited to PinkBlue, thanks very much, via Freedigitalphotos.net