London Fashion Week: Social Media Is Playing Crazy.

In addition to competing in the show, brand leaders have quietly opened up the second battleground in social media.

According to the latest survey by Nelson and Vision Critical, Twitter has become the largest platform for fashion related content communication, whether it is walking show or the latest fashion and related activities in high street.

2016 spring and summer fashion week in London

A great deal of discussion and search for the latest shows and so on.

Twitter UK also concluded that according to key data, more than 74% of British Twitter users are interested in London Fashion week. More than 56% of respondents believe that Twitter is the platform for them to communicate directly with their fashion pioneers, while over 47% of fashion fans focus on brands and buy products on Twitter.

And this also makes the brand's war on social media more intense.

So how do brand pioneers fight in the noisy social media? How do they push the right content to the right crowd at the right time? All this requires sophisticated pre planning, understanding of social media and target audiences, not just a few "new fashion trends" photos.

Through the fashion week, we will see how the brand leaders are able to live on the spot, and play social media to seize this golden opportunity.

As early as fashion week, the famous designer Matthew Williamson began to use Twitter to interact with fans, to focus on and win the show tickets.

The event triggered a large number of forwarding, greatly expanding the popularity of its show and people's expectations for its brand new products.

They also invited their fans to watch the show live on Twitter with their celebrity effects.

The essence of social platform is interaction, and Burberry Burberry, which has been in the forefront in the field of digital communication, has brought this into full play.

As early as the fashion week of 2014, Burberry opened the first stage of live show, and this year launched #TweetCam.

From Facebook to Google, Topshop is in

Make full use of various social channels.

This time, they used the file to pfer APP Chrip to share the exclusive show with consumers directly.

Consumers will receive the latest design photos through Chrip. Click on the picture to see the details behind the scenes, including the first photo, the model special display and so on.

Providing users with background information, narrowing the distance between fans and brands.

And the details of the first time also laid the foundation for the sale of new quarter products.

Brand technology allows Twitter users to control the scene's cameras, watch the show from different angles, click on a single item, and get customized information at the same time.

Looking at Burberry, it is known that careful social strategies are very important. As its chief financial officer, Carol Fairweather, has mentioned, the use of digital technology such as Snapchat has brought Burberry an unprecedented amount of online interaction. Today mobile terminal traffic has taken up 40% of the brand website, and this proportion is also growing.

Even if you can't reach the interactive scale of Burberry, you can achieve the interactive effect by responding to the fans' questions in time.

To monitor all the references in social media and to respond at the first time, it is difficult to operate in time.

Isentia Mu Ya suggested that we should follow the dialogue with a clear aim, especially from the voice of opinion leaders.

For example, in New York fashion week, Twitter invited 50 famous editors, writers, stars and bloggers to share their show experiences.

Even if the show is over, it will never mean the end of the social week.

We saw New Look share with the audience the street videos outside the show; ASOS took inventory of makeup, accessories and so on.

This information needs to be well prepared before the fashion week is launched to ensure that there is enough content to share and maintain the continuation of your brand story.