Vogue Magazine editor Anna Wintour once famously observed about fashion, “It’s always about timing. If it’s too soon, no one understands. If it’s too late, everyone’s forgotten.” The world of fashion is driven by the moment. It’s about what’s current, fresh and hot right this second.
As the Spring 2014 collections hit runways around the globe this month, designers and brands are using Twitter to offer fashion followers world-wide a front row seat in real time.
Here are five key trends we saw from designers and brands on Twitter during New York Fashion Week (#NYFW) – and most of their tactics translate across industries for any big event.
Share exclusive previews
Leading up to their shows, designers used Twitter to build excitement and spark buzz about their Spring 2014 collections.
Nicole Miller shared a peek at the new collection from her ‘Tweet and Toast’ event in NYC for bloggers.
Join me today at 5pm EST for a live “Tweet & Toast” as I give an exclusive sneak peak of my Spring 14 Collection! Use hashtag #NMrunway— Nicole Miller ( @NicoleMillerNYC) September 5, 2013
Ralph Lauren created anticipation by tweeting a single preview sketch.
A preview sketch of the Spring 2014 Collection #NYFW pic.twitter.com/woEDKphp0N— Ralph Lauren ( @RalphLauren) September 9, 2013
Give real-time access
This year, many #NYFW designers shared the thrill of the catwalk in real time with live streams of their shows. Some shows, including Custo Barcelona’s, live-streamed within a Tweet.
See the gorgeous faces by @maybelline at @custo_barcelona #Spring2014 streaming LIVE from the runway at #MBFW: http://t.co/meSy7k0W22— #MBFW ( @MBfashionweek) September 8, 2013
Many brands like Rebecca Minkoff used Tweets to raise awareness of live streams on their own websites and drive traffic.
It’s the big day: We’re unveiling #RMSPRING. Get your front row look with our #AmexUNSTAGED livestream 3PM today on http://t.co/8WVfWGZfaP— Rebecca Minkoff ( @RebeccaMinkoff) September 6, 2013
Offer multiple perspectives
Twitter users experience events through the real-time lens of a number of people on the scene; several brands tapped into this opportunity to enhance #NYFW moments.
Kenneth Cole Productions offered fashion lovers a unique window into all the action before, during and after the show through the hashtag #KCViewpoints. They partnered with Meagan Cignoli and several other Vine artists to provide six-second glimpses behind the scenes.
The clothing is being unpacked! #KCViewPoints (created by meagan cignoli) https://t.co/8HYnHZYMRm— Kenneth Cole ( @KennethColePrd) September 7, 2013
Kenneth Cole Productions equipped models walking the runway with cameras, and encouraged the audience at the show to contribute their own vantage points with their hashtag. All the videos were collected in a Vine mosaic on kennethcoleviewpoints.com for a live stream of unique perspectives.
Motorola shared exclusive content including backstage beauty photos and Q&A videos with designers.
Catching backstage moments at #MotoXMADE #fashion week is a snap with Moto X and Quick Capture. #MADEfw pic.twitter.com/LmpsDhryhN— Motorola Mobility ( @Motorola) September 8, 2013
The focus on Spring 2014 didn’t exclude other seasons; designers took full advantage of all the fashion buzz to promote their Fall and Winter collections.
Diane Von Furstenberg used the #NYFW to remind fashionistas what was on trend for fall.
Now trending for #NYFW: Leopard! Shop the latest Fall looks: http://t.co/ygI13O0R5u— DVF ( @DVF) September 5, 2013
American Express partnered with Rebecca Minkoff to share limited-time offers.
Get Rebecca Minkoff bag for $95+tax w/synced Amex Card. Tweet #BuyRMinkoffBag to start purch QtyLtd Exp 9/19 Terms: http://t.co/GKf41XRv5t— #MBFW ( @MBfashionweek) September 6, 2013
#NYFW didn’t just offer fashion brands the chance to connect with consumers. Event sponsors like Smartwater and TRESemme showcased how their products kept the fashion glitterati well-hydrated and well-coiffed.
just like the best at #NYFW, smartwater is at home in the spotlight. pic.twitter.com/lWApBMVu1k— smartwater ( @smartwater) September 6, 2013
TRENDING: BIG HAIR with soft volume @TheJennyPackham runway show. Check it out https://t.co/Wj9GYunkdk #TRESmbfw #NYFW #mbfw— TRESemmé ( @TRESemme) September 10, 2013
We can’t wait to see what the fashion world has in store for Twitter next season. Until then, check out the buzz from London Fashion Week and follow the #MFW and #PFW hashtags to get your runway fix through the end of the month.