( Vogue Business and Vogue Runway share the same parent company, Condé Nast.) The fee covers web production costs, and the shows are marked as sponsored.) (Another route is the US site’s pay-for-play initiative, which charges brands $20,000 to be featured twice per year and is not feasible for many upstart designers. Vogue Runway’s editorial team vets each brand, and no feedback is given if it isn’t selected. Loo and Jeon are counting on the news to draw in an even broader streetwear-loving audience.īut this can be a difficult get for newer labels. Similarly, No Sesso will partner with New Era on exclusive hats to go on sale immediately after its show this season. Sneakerheads and hypebeasts who might not have found something in the Alex Wang brand before,” Wang told Vogue a few months later. When Alexander Wang debuted the first items from his Adidas collaboration at his Spring 2017 runway show, “pop-up trucks” that sold the products in big cities like London and New York in the days after the show quickly sold out of the sneakers he designed, many of which were sold on the resale market for up to $8,000. The Snapcode drove post-runway engagement in Louis Vuitton stores, according to Selby Drummond, Snap’s head of fashion and beauty partnerships.īeyond technology, brand collaborations can also build serious buzz, especially when they involve limited-edition products.
Users could unlock it with a Snapcode on their invitations and play with it during and after the show with the Snap camera. Louis Vuitton partnered with Snap for its A/W19 show to create an AR version of its light-up Keepall bag. Other labels are experimenting with Snapchat’s Lens feature to provide viewers with an augmented reality spin on the runway. The New York brand works with its China team to perfect the content plan and tone before outsourcing the actual social publishing to a digital agency. Tory Burch takes a global approach to show streaming via popular East Asian platforms like Weibo, WeChat and Line, which some of the brand’s core shoppers rely on. The livestream drew media attention, and the brand reported 50,000 views, 51.2 million impressions and 60,000 new social media followers. In 2016, Carolina Herrera partnered with to ensure a smoother video experience, relying on two 360-degree cameras that allowed users to “move around” the room using their mouse.
Outsourcing the livestream to a technology partner - while a heftier investment - can maximise a show’s reach.
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