With COVID-19 essentially halting traditional consumer footfall, brands are faced with the challenge of how to communicate with them, underlining the vital role of digital channels.
We have refocused our popular ‘This Week on Instagram’ column to highlight how different brands — across different categories — are communicating with their audiences during these unprecedented times.
This week, we shine the light on fashion brands who have embraced digital innovation during the virus outbreak. From live-streaming and augmented reality e-commerce to launching new apps and video games, these fashion brands have turned to virtual reality to engage with customers and during lockdown.
LVMH takes customers on ‘virtual escapades’ while staying at home
LVMH has utilised the vast social media presence of its different brands to tap into the interest of customers around the world.
Luxury fashion house Louis Vuitton took followers on a journey back in time through photos taken by French photographer Jean Larivière in the 1980s; while the Fondation Louis Vuitton launched a series of virtual exhibitions and cultural programmes to entertain audiences while in isolation.
Rimowa has also transformed its aluminium suitcase into a chair designed by Japanese designer Naoto Fukasawa, to spread the message that you can go on digital journeys while staying at home too.
The company said, “With physical travel limited to a strict minimum and billions of people around the world asked to remain at home, the desire for distant horizons has rarely been felt so strongly. People confined to their home must battle boredom as they ponder the closed doors in front of them.”
Burberry goes big on augmented reality
British luxury fashion house Burberry has never shied away from embracing digital. In light of the crisis, it recently launched a new augmented reality shopping tool in partnership with Google Search technology. The innovative digital tool allows customers to experience and shop Burberry products in their (virtual) surroundings, by embedding the products into their environments.
When customers search for Burberry items on Google Search, they can see AR versions of the search results, at scale, and against other real-life objects. This allows them to get a better understanding of the product before purchasing while simulating an in-store experience.
In a statement the company said, “The inspiration phase of the decision to purchase is becoming increasingly important for luxury consumers. Burberry is continuously experimenting with digital innovation such as AR to create a more exciting experience and enhance personalised luxury commerce, blending the technology with other activations around the world.”
The Burberry AR tool is currently available in the UK and the US with plans for a global rollout in the coming months.
At Home with Michael Kors
In a show of solidarity with people currently self-isolating all over the world, Michael Kors has used the social media channels of his brand to offer a daily glimpse into lockdown life in New York City.
The campaign is called ‘At Home with Michael Kors’ and shares snippets of the fashion mogul’s mundane daily activities in self-isolation. The New York-based designer also shares funny anecdotes and clips reminding audiences that we are all in this together.
In a statement shared on the company’s website, Kors said, “I have lived in New York all my life — the city has been my home for over 40 years and it’s where I founded my business… It’s heartbreaking to see what is happening here in my hometown, which is currently the epicentre of the virus, and the impact this outbreak is having on people in our city and around the world. I commend everyone working on the frontlines in our health care centres and thank you for your dedication to helping others.”
Kors also announced that the company will be donating US$2 million towards local COVID-19 relief efforts, in addition to personal donations by Kors and Michael Kors CEO John Idol. The funds will support the NYU Langone Health and New York-Presbyterian hospitals, and God’s Love NYC, a food service non-profit organisation.
Gucci launches new app – and a rainbow of digital content
Kering-owned fashion house Gucci has launched a comprehensive new app to engage with customers during the crisis. The app offers plenty of digital features including wallpapers, video games, stickers, emojis, and motifs, and augmented reality virtual try-on and virtual ‘interior decorating’ capabilities.
The augmented reality tool allows customers to virtually try-on Gucci eyewear, sneakers, and Gucci beauty products. It also lets customers decorate their spaces using the Gucci Décor collection.
The app also features the brand’s latest runway show, in addition to a retro-inspired video game called ‘GG Psychedelic.’
Gucci has also published a spectrum of digital content to engage with audiences. It published a digital colour-in children’s picture book — featuring artworks by artist Yuko Higuchi — to promote its children’s range. It has also launched a new podcast series to promote the Gucci Osteria restaurants in Los Angeles and Florence, as well as a curated playlist that gives customers ‘music to cook to’ while in self-isolation.
The Italian luxury fashion brand has also launched a fundraiser to support the National Protezione Civile — through Intesa Sanpaolo’s For Funding platform — and source new ICU beds. It has also donated €1 million to the World Health Organisation’s COVID-19 Solidarity Response Fund.
Loewe brings creativity to your home with ‘Loewe en Casa’
The Spanish luxury fashion brand has launched a series on online events and workshops on Instagram Live to inspire audiences to stay creative while at home.
The campaign — aptly called ‘Loewe en Casa’ — features artists such as Wood Artist Julian Watts, Ceramic Sculptor Irina Razumovskaya, Metal Artist Adi Toch, and Textile Artist Sophie Rowley. The artists are all alumni of the prestigious Loewe Craft Prize and offer multiple avenues to creativity.
