All Posts in Bloggers

September 10, 2014Published by: Drew Benvie

How Apple’s social media strategy with fashion bloggers is taking aim not at the watch, but at the wrist


Those following brand social media trends will find last night's launch of the Apple Watch and iPhone 6 of interest, not just for the shiny gadgets that were launched, but for how Apple courted social media influencers from the fashion industry for the first time and in unprecedented numbers.

As reported here in Reuters, Apple sent a large number of fashion editors and bloggers out to Silicon Valley to attend the launch. Now we can see why, as the coverage of the Apple Watch has ignited discussion around a new category of product, new kinds of store and a whole heap of new ideas for accessories, all of which will be crucial to the company as it looks to diversify from electronics.

An absolute must read is this blog by London's Imran Amed from Business of Fashion, the high profile fashion trends influencer, who was sent out to the event. Amed's piece is long and goes into great depth, but the below section jumped out at me, because it shows how Apple needs to do more than just make its watch appealing. It needs to make the watch as an entire product category appealing to a new generation:

For vast swathes of young people under the age of thirty, Apple’s challenge is different. Today, this demographic rarely wears watches at all. The only expections are youngsters involved in some sort of activity typically associated with the need for them, like watches for diving or racing etc.. Their first instinct is to look at their mobile phones to check the time (and accomplish other tasks). Apple will need to convince young users that there is value in wearing something on their wrists in the first place. Apple is hoping that by positioning their new smartwatch as a companion device to the iPhone, enabling users can scan emails, answer phone calls and check their calendars without having to fish out their mobiles, the Watch will naturally mesh into young people’s lives.

Here Apple is taking aim not at the watch, but at the wrist, which I think will be a fascinating battleground for digital brands in the coming months. I for one am looking forward to getting a hands-on session with the watch, not only for how it will impact how we use social media, but for the digital health aspects too, something which I explored here last night.

September 17, 2013Published by: Steph Bennett

Social and digital media are changing the face of Fashion Week

Are you connected to the internet? If so, you’ve just been given a front row seat to Fashion Weeks around the world. With social and digital media in full force this season, our relationship with the fashion industry is changing. The barriers are down and you no longer have to be a celebrity, designer, photographer, journalist or fashionista to have live access to next season’s collections.

London Fashion Week at Somerset House

As the Spring/Summer 2014 fashion season began we saw Pinterest create a new form of editorial content to showcase the highlights of from New York, London, Milan and Paris. Shortly after it's launch an email was sent to followers announcing the latest pins, as well as related boards on fashion from fellow pinners, proving that Pinterest is not just a pin board. It is social too.

In New York, the Kenneth Cole hired a team of pro-viners to capture a truly unique, behind the scenes perspective in 6 second bite size clips, which were live-streamed them from their website.

Here in London, while all catwalk shows were live-streamed on YouTube through BritishFashionTV, in a new twist to tradition, Clements Ribeiro chose to launch their new collection exclusively online launch using video to capture the spirit of their Rio inspired retro tropical glamour.

Fashion forward designer, Holly Fulton kept to tradition with a gorgeous collection presented at her catwalk show at Somerset House but also used EBay as a platform to highlight her A/W13 capsule collection to celebrate London Fashion Week. This was a very savvy move to broaden her appeal and promote her brand.

Designers aside, the role of bloggers at Fashion Week internationally, cannot be underestimated. Some 2000 fashion bloggers alone, registered to attend London Fashion Week this season, prompting the British Fashion Council to implement a blogger strategy, which it hopes to apply within the next year. Until then the best blog posts are being captured in their Blog Portal featuring street style and news from the world’s fashion media.

As the lines between digital and physical becoming evermore blurred, how long can the traditional format of Fashion Week be retained? Will catwalk shows become a thing of the past? How will the role of fashion bloggers develop?

However things transpire, the fashion space is definitely one to watch.