UK-Origin ★ Fashion Industry Focuses on Digital

Ad Age reported that during February's London Fashion Week (LFW), where the new collections for the Fall/Winter 2015-16 season were unveiled, brands also competed in promotions utilizing digital media.

British heritage brand Burberry live-streamed its collection show via the messaging app LINE. For promotion, they created an animated story featuring LINE sticker characters dressed in Burberry checks visiting LFW. The animation featured LINE characters portraying Burberry's own designer Christopher Bailey and Vogue's renowned Editor-in-Chief Anna Wintour (photo).

River Island partnered with Google to provide Google Cardboard virtual reality viewers to everyone who purchased items from its new collection. The company created videos that could be viewed in 360-degree virtual reality by downloading an app.

Bradley Quinn of Stylus Fashion explains, "In fashion, it's all about being seen, and in the digital world, it's all about image. The two are a good match in terms of the pursuit of visual appeal. The fashion industry is finally beginning to realize that it's not just the appeal of supermodels that matters, but also consumer followership on social media."

Source: Ad Age
Fashion Brands Go Digital at London Fashion Week
http://adage.com/article/global-news/fashion-brands-digital-london-fashion-week/297241/