The high street retailer used the video haul blogging format to help its consumers get a behind the scenes look at next season’s key pieces. WGSN’s Retail & Buying editor Clare Scullion reports
Press days are a unique concept, they are an industry staple event, which largely excludes the consumer.
If you work in media you’ll know the events by heart, key retailers set aside a day to thrill you with next season’s key pieces so that you can include the items in any upcoming press coverage. But while press days have evolved from a room full of clothing, to include in-store milkshake makers and tasty snacks, clothes displayed on Instagrammable squares, and goodie bags galore…one retailer has taken it a step further with an exciting, digital initiative that invites the consumer in.
Last week, Primark broadcasted live hauls from its AW16/17 collection press preview, offering an immersive video experience that allowed Primark fans (read: consumers) to preview the new range in a ever popular and much loved vlogging haul format.
Video remains a big part of Primark’s brand strategy and following the highly successful live streaming from the Primark Milan store opening, and Primark Hauls (popular uploads from favourite bloggers and vloggers sharing the spoils of their Primark visits on the brand’s Youtube channel), this new 360 haul concept takes this one step further.
The press day hauls featured fashion influencers like Dolly Bow Bow and Charlotte Hole walking around the press day and highlighting key products across womenswear, menswear, homeware, beauty and kidswear live from the event. The videos were streamed to Youtube and later appeared on the retailer’s Facebook page, as well as the influencers social channels from Twitter to Snapchat.
Explaining the inniative, Primark ‘s social media manager Anna Ahern said:
“Democratising fashion is at the heart of everything we do, from our prices to our UGC platform, Primania. We wanted to make this press day accessible for all, and give our audience an exclusive insight into an event that’s traditionally industry-only. The Primark Haul already carries so much weight; it’s authentic, relatable and completely owned by our fans. Adding the real-time, 360-degree element was a celebration of this, allowing customers to see the new collection through the eyes of their favourite vloggers and industry insiders.”
Alongside product coverage, the live footage also gave Primark fans a unique opportunity to interact with the event environment by being able to navigate throughout the space with a 360 degree view.
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