BRITISH FASHION COUNCIL X SMARTZER - JUNE LFW 2020
REINVENTING LONDON FASHION WEEK WITH A DIGITAL PLATFORM
An image from Bianca Saunders’ collaborative zine We Are One Of The Same. Photograph: Joshua Woods
In a post-coronavirus world, where live runway shows were not possible, Smartzer partnered with the British Fashion Council in order to help reinvent London Fashion Week on a fully digital platform.
The Smartzer interactive technology was used to convert video content into interactive and clickable experiences and the new interactive daily highlight reel videos from London Fashion Week. The interactive experiences were designed to create a seamless and highly engaging way for viewers to experience videos on the new platform. With one click customers can instantly learn more about each designer and navigate directly to their profile. This interactive experience provided viewers with an attractive and easy method of discovering new designers and also allowed designers to provide additional experience and information for their customers.
Click to watch the highlight video from London Fashion Week here.
Average Click-Through rate (from views to designer profile page): 78%
Engagement rate (percentage of viewers who interacted with the video): 87%
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By taking away the usual barriers to entry and captivating the online audiences, the LFW online event was a success with a combined reach of 3.5 million across all platforms, making this a more sustainable option for fashion weeks to use in the future. As an indication of how successful the reinvention of London Fashion Week was, the new platform will remain live indefinitely with the next London Fashion Week taking place on 18th-22nd September 2020.
The Smartzer interactive highlight videos showed particularly high engagement rates and helped drive traffic to the designer pages, thus acting as a great discovery tool for fashion fans during London Fashion Week. As a second phase of the collaboration, the interactive video technology will be extended to designer runway shows and presentation videos on the new London Fashion Week Digital Platform. The June London Fashion Week 2020 might well be over, but London’s digital catwalk revolution has only just begun.
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