In the current and unprecedented scenario, the world of fashion must adapt in order to set up a digital catwalk that lives up to expectations. To accompany companies in the sector on this unexplored path, Instagram has created a detailed guide that was presented yesterday during the ‘Ideas for digital fashion week’ webinar, organized by the group’s platform Facebook with the participation of Eve Chen, responsible for Instagram fashion partnerships, and in collaboration with National Chamber of Italian Fashion (CNMI).
“In February, in response to the absence of our Chinese partners from Milan because of the pandemic, we organized ‘China, we are with you’, which represented the first digital fashion week in the world. The success was extraordinary and starting from this initiative we thought about how to fully digitize the fashion week, which has become our next challenge, “explained the president of CNMI Charles Capasa, introducing the meeting online. “The decision to launch the first ‘Milan digital fashion week’ in July is a concrete response to the need for brands to promote themselves and do business. We are excited because it will be something completely new that has never happened before. ”
The guide is divided into two sections dedicated respectively to shows and to the shopping experience. It starts with the countdown stickers, to increase engagement and arouse expectation, up to sharing the experience in real time on IGTV, which helps to recreate a sense of proximity. Do not neglect the attractiveness of the backstage, allowing followers to peek behind the scenes, see interviews with hair stylists and make up artists and ask questions about the collection through the Q&A function. As for shopping, the suggestions concern updating the product catalog before the show, creating posts with products that can be purchased before and after the fashion week, inserting purchase tags in the stories and promoting the event with exclusive drops and limited time offers.
In addition, the company has announced the introduction of new features, including advertising on IGTV, digital badges that followers can buy through Instagram Live, Live Shopping which allows creators and brands to tag products during their videos and a expansion of Brand Collabs Manager, which helps creators find potential brand partners. Starting next week, the advertisements will make their debut on IGTV and for the first time ever, the platform will share the revenues with its content creators, to whom 55% of the advertiser’s investment will be allocated. If during the first experimental phase, only 200 and all English-speaking creators will be able to monetize their contents, as reported by The Verge, it is reasonable to imagine that the new possibility will be subsequently extended.