Here world Clothing and shoes The editor in chief of the net tells you that social media will become the leader of fashion week.

The main influence of social media on fashion week is the pressing rhythm of fashion week, and how the social platform really brings everyone in the world into the shed to feel the show. At the same time, with the growing influence of these social platforms and the increasing number of users, brands are eager to attract the attention of these users.

The fashion week of New York has attracted the attention of all sectors through real-time reporting at an unprecedented high frequency.

The main influence of social media on fashion week is the pressing rhythm of fashion week, and how the social platform really brings everyone in the world into the shed to feel the show. At the same time, with the growing influence of these social platforms and the increasing number of users, brands are eager to attract the attention of these users.

"For most of the brands, they will fashion week Think of it as a channel to create visibility and value among fashionable consumers, "said Maureen Mullen, a researcher and consultant director of luxury laboratory at think tank, New York University.

During this period, all companies will put social media strategies into real-time platforms. All brands and retailers have the following goals during the fashion week - more investment and more fans - but only for real-time platforms.

"It is our core position to build Twitter as an on-the-spot broadcast information platform, including public communication elements," said the head of fashion department of the sales team of the social networking platform. In March this year, Twitter expanded its photo sharing capabilities, adding to the effect of people in photos. Fashion brands are said to have been asking for this function for a long time. Fashion and vision are closely linked, which also proves the essence of the platform.

Mullen lists Twitter as the best platform for brands to attract consumers through real-time activities. With natural contact with users, post posts, hot topics (now an interface), making Twitter more a visual platform, brands can maximize exposure in an activity, and ensure that these contents can be delivered to the target audience.

At the same time, instagram has become a social platform favored by many brands. Mullen points out that instagram follows Twitter and ranks among the hottest platforms in fashion week.

Fashion week also has a certain impact on the operation of social media platforms. They also want to be a member of the dialogue.

With the shift to London, Milan and Paris, there will be a large number of videos in the fashion week on instagram. The application allows users to shoot videos at a lower frame rate than ordinary instagram video, but plays at standard frame rates. In this way, the close-up or the movement of the model will slow down, and the viewer can watch the whole show in a few seconds.

Elizabeth canon, the founder and President of Fashion s collective consulting, said the brand was very concerned about the quality of its released images. Applications like hyperlapse enable a novice to take a beautiful picture and put it on instagram at the same time.

Canon also pointed out another problem: from Thursday (9.4).

By 9.11, the space of instagram will be saturated.

She pointed out that fashion week is rapidly developing from an industry to a consumer oriented activity, which makes it even more difficult for the brand to be noticed by consumers in such a noisy environment. What stands out is the brand that does not follow the conventional rules. For example, the stage production of the opening ceremony is a play performed by spike Jonze writers only once.

There may not be any actual products sold during the fashion week, but technology can expose products to consumers in order to achieve return on investment. For fashion week, the rate of return on investment is not the quantity of products sold, but the increase of concern and the increase of fans.

However, if the ROI is not part of the overall strategy, all efforts will be wasted. If we did a lot of PR during the fashion week, the marketing team would not make use of this point to continue to fight for consumers and raise profits, which would be a huge mistake.

If a brand does not actively follow up and measure exposure, participation, page views and other related indicators after fashion week, Latest fashion All the projects done between the cycles will be called a question mark. This is a continuous strategy. It should maintain the initiative of email marketing and make it possible for offline strategies to take effect.

Although instagram is a social media preferred by fashion circles, it is not unique. Snapchat was also popular during fashion week.

Snapchat's chief operating officer, Emily white, is helping to develop the platform's first fashion week instant message, including location of the New York fashion week like Lincoln center, milk 's made fashion week and the "Project runway" finale show. If the user releases a photo or video at these three locations, it only needs to slide to the right, so that the corresponding locations can be corresponded to their pictures or videos.

Snapchat uses content rather than content. This is a key distinguishing point for snapchat, which is actually helpful for dialogue because most of today's social platforms are focused on the content that users publish.

Instagram pictures are uploaded to the platform and then open to comment; snapchat provides practical dialogue. "You need time to photograph your favorite photos of the day, then upload them to instagram and Facebook, but people will use snapchat all day to communicate what they are doing," White said. "It doesn't have to be the most beautiful moment, it's the time to express what you want and feel in your heart. This is real communication."