Fashion week social media coverage Archives

BRIEF

51 East, the most famous department store in Qatar, aimed to increase the perceived value of its brand, build customer loyalty, and create social media content that sets it apart from its competitors.

OUR INSIGHT

Analysing the online presence of 51 East’s competitors, we discovered that most of them use the same communication language on social media. Specifically, they post images distributed by the brands they sell, which does not resonate with their most important target audience, Generation X.

According to recent research, Generation X prefers to be informed with unique and dedicated content about the fashion industry directly from their trusted sellers, who now play a new role. The fashion industry is changing, and so are the players. Department stores need to have a presence on social media with specific content and a consistent image. There is a strong osmosis between the consumer and the brand, and this trend has transformed the luxury industry into a “broader cultural industry.” Today, fashion houses resemble “platforms with even broader content, welcoming creativity and consumers connected through co-creation.” “Brands are becoming cultural players in the true sense, capable of shifting values in a civil society, with an almost political role,” observes researcher Claudia D’Arpizio.

The retail world is the bridge between the brand and the consumer, and it is important for it to evolve, no longer acting as a mere seller but as an influential brand capable of effectively communicating with the targeted generations.

THE SOLUTION

51 East offers a meticulously curated selection of Haute Couture items. We proposed to the department store to create exclusive content dedicated to Couture Week, with the aim of showcasing their research activities and presence in the fashion industry. We planned reels dedicated to fashion shows, Couture Week guests (celebrities, influencers, top editors), and behind-the-scenes footage. And we did it by adopting the communication language of Generation X, Millennials, Gen Z, and Baby Boomers. In real-time. During fashion week, editors, stylists, influencers, and buyers post amateur videos and photos of the fashion shows they attended. Fashion magazines create dedicated articles when they receive the content (usually the day after the show). Those who publish first gain more engagement because fashion enthusiasts obsessively search for fashion show content on Instagram. Once they’ve seen the content, their interest wanes, and searches decrease significantly.

To leverage the opportunities of this mechanism, 51 East published real-time reels of fashion shows, street style, and backstage content before anyone else. This way, they gained significant attention from new target audiences and the brands that sell fashion.

success story Grazia Arabia Qatar magazine

BRIEF

In 2017, Grazia Arabia, the most influential magazine in Qatar, aimed to increase its brand awareness in fashion capitals. The ultimate goal was to achieve significant positioning through Instagram and Facebook to acquire new international clients.

OUR INSIGHT

In 2017, Qatar was still in the process of development and was not yet an influential state in the fashion industry. There were few stores of major international brands, and consequently, international brands had little interest in launching advertising activities in that market.

THE SOLUTION

To successfully position the magazine, we participated in the ready-to-wear and Couture Fashion Weeks in New York, London, Milan, and Paris. We created dedicated content for the fashion shows and published them in real-time on Instagram and Facebook. The content was in line with the magazine’s brand identity, the vision of Editor-in-Chief Bianca Brigitte Bonomi, and the culture of Qatar. The brand-specific content allowed the magazine to establish connections crucial for its growth with fashion houses (potential clients) and gain recognition in fashion capitals. The key to success We built an effective publishing system that allowed the magazine to share pre-edited content from fashion shows on Instagram in real-time, such as videos and stories with graphics and brand logos. Publishing fashion show content on Instagram ahead of competitors allowed the magazine to gain more engagement. In addition to content dedicated to fashion shows, Grazia Arabia published street style, backstage, and interview content, all produced by our team and shared in real-time. Street style content was strategic for the growth of the Instagram account, as influencers, celebrities, buyers, editors, and key opinion leaders who were photographed and featured would repost the content on their social media profiles. These reposts increased the magazine’s visibility and, consequently, the number of followers on the Instagram account.

Grazia Arabia Qatar, in collaboration with our agency, was a pioneer in real-time fashion show coverage on Instagram. Read more here

After the fashion shows, we published a portion of the work produced during fashion weeks in the printed magazine, which was distributed monthly in Qatar. This way, we also reached the less social media-oriented target audience and directed them to the Instagram channel, where readers could find new content for free. By doing so, we created a strong osmosis between the brand and the readers. Furthermore, we focused on conveying news and special projects with local and international brands like Valentino, Miu Miu, Prada, and Four Seasons through Instagram. We created visually impactful content using motion graphic design techniques and animated illustrations. Additionally, we applied the science of human interactions to the digital world and developed AR marketing and co-creation projects.