Monday, February 18, 2013

Fashion retailers that use Twitter's Vine

When Vine appeared in the App Store last month opinion was somewhat divided – some thought it was a great new tool for communicating with consumers, while some thought Twitter had just reinvented the Gif.
Even so, it was no surprise that brands were quick to start experimenting with the new app to see how consumers would react.
We’ve already looked at seven Premier League clubs that are using Vine to gives fans a look behind the scenes, and here are six retailers that have jumped onboard with Twitter’s new platform.
The images below are Gifs so may take a second to load, but you can click on them to link to the original Vine...


Before Saturday night Topshop had only used Vine once to show off its new magazine, but in the past 24 hours it has gone Vine crazy.
The retailer has uploaded 10 videos from its show at London Fashion Week, giving customers a look at models on the catwalk and a glimpse behind the scenes.

Covering major events such as fashion shows is a great use of Vine, but it’s also quite an easy win. It will be interesting to see whether Topshop can continue to come up with content when fashion week is finished.


Social media is central to Threadless’ business model, so it’s no surprise that it has been quick to start using Vine.
The videos Threadless has posted are quite varied, including clips of products, photo shoots, its warehouse and a wine tasting in California.
Overall it gives a more rounded view of the business rather than simply pushing out product promotions and fits well with the brand values

In conclusion...

Vine is still a new app so these brands are really just testing it out, but so far the most common use seems to be for posting clips from events.
This makes sense as it’s a quick win and a good way of associating the brand with exciting fashion events.
The real test is whether the likes of Selfridges and Net-A-Porter will continue to use the app in between major events, when they have to more creative in coming up with interesting content.
As one would expect, ASOS and Threadless have made good use of the app by posting a mixture clips, including of product promotions and photo shoots.


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