The London Fashion Week post: Five hidden social media gems of fashion brands #LFW

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Whilst former football hooligan favourite Burberry gets a lot of kudos for its work using Facebook for brand engagement, I think that there are other fashion and luxury brands doing possibly smarter, and certainly more targeted narrowcast social media work. Here are five of them:

  1. Whilst Louis Vuitton’s adverts make me feel queasy with their odd positioning with the likes of Bono, Mikael Gorbachev and Angelina Jolie with the gaudy holdall woven into awkward-looking photo-shoots, LV have been much smarter in their use of location services; notably Foursquare and Chinese counterpart Jiepang. Louis Vuitton uses it very carefully to curate a Louis Vuitton life and encourage store engagement. Recommendations for London include the Southbank Centre, Connaught Hotel and the Fifth Floor restaurant at Harvey Nichols. This is also likely to filter out all about the most ardent hangers on
  2. Comptoir des Cotonniers (CDC) have a blog with a distinctly homespun look and feel that talks about brand news coverage and the kind of things that influence them. There is a playlist module of saccharin soul on the left-hand side of the page. Even if you can’t use Google Translate to get a feel of what the French language content is about you, can tell by the kind of imagery that accompanies the posts
  3. In a similar vein, Sir Paul Smith has a personal blog that acts as the voice for his fashion brand. It doesn’t give you a sense of their collection but does give a strong sense of who or what Paul Smith the brand actually is. He has a good eye for curating interesting and eclectic imagery and the site feels like it wasn’t pulled together by an intern
  4. At the opposite end of the spectrum in terms of production values is Dunhill; despite the site using Amazon Web Services as a content delivery network this can be a beast to load down anything but the fattest broadband pipe. Their Day 8 section of the site sits somewhere between a magazine and a blog and is stuffed with a range of quality thought-provoking content. Interestingly it hasn’t been updated in the past 80 days. They do publish Day 8 as an iPad application, but it would have been nice if there was an RSS feed for the content, being a busy person I don’t have time to fanny around. If I was the publisher of Esquire magazine I would have a good look at Day 8; as this is what quality men’s interest content feels like
  5. Whilst lots of different fashion houses have used live video to extend the audience of their runway shows (primarily spurred on by trying to crack the massive Chinese market) most of them require you to watch the show from in front of your computer. If you are getting hold of the kind of money it takes to shop with these brands; time in front of your computer is likely to be time wasted. Menswear fashion brand Ermenegildo Zegna put it on an iPhone application so you can follow the show whilst waiting for a flight or traveling to a business meeting in a taxi; if you like what you see you can even buy some of the items in-application. Previously this kind of mobile content | m-commerce integration had only been seen in more mainstream brands like Tokyo Girls Collection. Rather than create their own social content on the Zegna site they have started to have fashion bloggers create their own Zegna looks and ‘guest post’ on the Zegna site. Again no RSS though