River Island has created a multichannel campaign to PR the hell out of its celeb fashion collection with Rihanna, or “design partner” Rihanna as the retailer describes her.
River Island has created a multichannel campaign to PR the hell out of its celeb fashion collection with Rihanna, or “design partner” Rihanna as the retailer describes her.
Ahead of the pop superstar’s Rihanna for River Island collection, which launches next spring, the fashion chain is to live stream her London gig, a part of her 777 tour - where she plays in seven cities, in seven countries, across seven days - on its Facebook page on Monday.
Obviously social media is becoming increasingly important for retailers, in particularly in fashion. In matters of style, people are influenced heavily by what others like and are experimenting with which makes social networks a great forum for all things fashion.
Topshop had great success with its live streaming of its Topshop Unique London Fashion Week Collection for spring 2013 earlier this year. It said two million people live streamed the show with more than 200 million “exposed”- whatever that means - to it on Facebook.
But of course, fashionistas worldwide will seek out footage of the latest trends at LFW. Will they go to the same lengths to watch footage of a pop concert, even if it one of the biggest superstar and, some might say, style icons in the world?
River Island may well capture Rihanna’s diehard fans, who probably will snap up her wares with the retailer, but it will not capture the masses.
Still, an interesting example of a retailer offering unique, engaging content to keep its Facebook fans interested.
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