Can Luxury Brands Cash in on Fashion Week Livestreams?

During last month’s Fashion Weeks in New York, Milan, London, and Paris, livestreaming was ubiquitous. It has become an effective channel for luxury fashion brands, press, influencers, and others to take runway shows and showroom hype to an eager global audience.

In China, leading luxury brands such as Louis Vuitton, Bottega Veneta, Gucci, Dior, and many more offered livestreams of their fashion shows to Chinese consumers across their main social media platforms. Some decided to work with domestic celebrities to promote their sessions, while others collaborated with mainstream fashion magazines, including Vogue, Elle, and Harper’s Bazaar, to tap into their existing customer base.

More than just a tool to drive audience engagement and sharing on social media platforms, livestreams are also driving sales.

The main purpose of such activation is branding and exposure,” said Alexis Bonhomme, founder of the digital marketing agency CuriosityChina. “Branding as they want to be the number one to talk about their show, not via traditional media such as Vogue or Elle, and exposure because they want to grow their own community on Weibo, WeChat, etcetera from the show.”

According to a joint report between consulting group RTG Group and Jing Daily, livestreaming came out of nowhere in 2016 to become a new mainstream communication channel for luxury brands to engage younger, more socially and digitally connected luxury consumers.

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