After a new job contract, my 25th birthday and a joyful holiday at Marbella, I’m back with some Luxury Digital News!
This time, I’d like to introduce you the not so old social media Periscope, whose founders like to define it as the tool to explore the world through someone else’s eyes.
Available in the Apple Store and Play Store, you can use it to stream real time videos of any nature (please, just be responsible!), and share it publicly, to your followers or just to those followers you chose. On top of that, as Twitter owns Periscope and helps you spreading video content even to your twitter audience, thanks to the option “post it on Twitter” 🙂
BUT, WHAT DOES IT HAS TO DO WITH THE FASHION & LUXURY INDUSTRY
Right after Periscope’s launch, we could see one of the most important uses of the app: To stream payable sports matches. However, some luxury brands have surprised me, because they’ve started using this social media from its very beginning (see Burberry April’s case), while it took them quite some time to use other’s like Instagram or SnapChat.
Actually, the quick evolution was pretty logic, because the trend in the fashion and luxury world is to make fashion shows and every kind of launch more open to the public, instead of being limited to a private audience only. We want to know asap which are the latest designs, who is seated in the front-row, how will the premier party look like… and digital has positioned itself as the best platform for it.
The need of luxury brands to use Periscope has been created from the trend of involving the user in the experience, and of connecting with your aspirational consumers. But, rather than giving you more theory about its benefits, I’ll give you some practical examples!
Last June, we witnessed an innovative Men’s spring-summer 2016 Fashion Week, where Periscope had an important paper at the Belstaff, Dunhill and Burberry‘s shows. This last one has raised itself as a digital luxury brand, and at this point it is an inherent part of their brand DNA to use the latest social media, like Periscope, in order to complement the social media mix of photos and videos.
Burberry Men SS16 Fashion Show & Front Row
Marc Jacobs gave access to its Twitter and Periscope followers to an intimate showing of the Pre-Summer 16 collection, as well as and to an exclusive Q&A with Marc Jacobs himself where he described the designs and inspirations of the collections. Jacobs is one of the first brands to prioritize the platform by offering up its designer to talk about the collection before the runway begins, something that is often reserved for high priority journalists post-show.
Even the great LVMH used Periscope together with Snapchat to reveal the winners of the LVMH prize with an ongoing stream of posts – A different event, but similar use.
These are just some examples that can describe the use of Periscope for Fashion and Luxury brands. For the moment, they are experimenting and better utilities will come up soon! Nevertheless, we have found some common elements:
- Starting with Twitter as a teaser: To post different tweets advancing the date of the stream.
- Combining Periscope with Snapchat during the event: As you may know, both social media image or video posts expire after a short period (For Periscope is 24h), so my reflection is, does the brief lifespan of this content has something to do with their growing popularity?
I’d like you to think about this question, and I invite you to comment your thoughts about it! From my side, I know that I’ll have to come back to this issue and to Snapchat very soon… Stay tunned!