Twitter, Facebook, Foursquare, and blogs have all successfully been used by fashion designers to communicate with consumers, but some designers are looking for the next big thing.
According to Mashable, DKNY, Donna Karan’s bridge collection, partnered with BigLive, a new streaming/chat room technology, to bring viewers a preview of the spring collection that would be debuting in stores shortly. Certain items featured in the live fashioncast were already available on dkny.com for purchase during the show. Just over 1,200 viewers actively participated in the DKNY fashioncast hosted by DKNY’s Twitter persona, DKNY PR Girl.
With the endless possibilities of social media and the competitive world of fashion, I think DKNY is proving to be a top competitor by exploring new technology. It was also ingenious to offer some of the pieces for purchase during the show, as well as building hype over pieces coming soon.
Having the even hosted by their Twitter persona was also a clever idea. If viewers were not already avid Twitter users and DKNY followers before the fashioncast, the likelihood of them being so afterward would be increased after building a relationship with the DKNY PR Girl.
In an interview, Mashable asked DKNY, “BigLive is a relatively new technology, why did you choose to use it?”
BigLive was a way for DKNY to connect with a range of customers across its different brands. By using social media tools, they were able to speak in a way that made the most sense for their clientele, said Patti Cohen, EVP of global marketing and communications for Donna Karan International. Thrilled with the results, Cohen said they’d be looking for more ways to use BigLive and reach out through digital tools.
DKNY won’t be the only ones looking for more ways to use BigLive in the future. I think Fashioncasts will be utilized on runways worldwide in the near future.
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