During the past few years we’ve been experiencing a massive digitization of fashion shows; it represents a great opportunity for brands, that are making the best use of social media. Until now, Facebook-owned Instagram has been the dominant new medium in Fashion Week coverage, with all the fashion industry insider sharing every single moment of the event they participated in. Millennial’s favorite Snapchat has also started being one of the most used channel to share the “stories” around Fashion Week events.
Running for the duration of the fashion weeks, also Google wanted to get in the game and implemented a new way to showcase content from designer. The search giant made it easier than ever to follow the events, enriching the usual list of algorithmically generated results with the schedule of the events, bloggers’ top stories, video, images and links, created with input from the designers and brands themselves.
This new search pattern allows companies to manage directly the first content they want to show consumers, which have the chance to collect all the information they want going one place. Dozens of international brands such as Marc Jacobs, Stella McCartney, Prada, Tom Ford, Christopher Kane, Burberry and Hermès, signed to accede Google’s new search features, posting inside information before, during and after the shows.
Moreover, it allows people to shop the latest look directly from the search page, strengthening the see-now-buy-now strategy implemented by several brands during the last fashion week. the digitization of fashion shows allows brands to reach their customers in an easier way, augmenting the sales opportunities and deepening the customer experience. As a matter of facts, Google search is the first step for anybody looking for a subject or wanting to shop online. Once again, the internet helps brands develop their omni-channel strategy and reach their consumers.