# Livestreaming Fashion Channels H&M Canada Takes to Periscope for Fashion Brand Marketing By Laura McQuarrie | Published 2015-05-22 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/fashion-brand-marketing References: [digiday](http://digiday.com/brands/periscopes-earliest-retail-adapters/) & [hm](https://www.hm.com/ca) Whether it's embracing a bold new look or technology, people with an interest in fashion are known to be some of the most eager early adopters—so it is fitting that H&M Canada is using [Twitter's](https://www.trendhunter.com/trends/twitter-shops) Periscope app for its latest fashion brand marketing efforts. In an attempt to appeal to its young target audience, H&M Canada's presence on Periscope means that fans can tap into virtual experiences like exploring a H&M closet behind-the-scenes. With thousands following the account on Periscope, this will prove to be a powerful testing lab for products and other brand content. As more [unique social media platforms](https://www.trendhunter.com/trends/stage-ten) emerge, major brands are flocking to them in order to engage with consumers by providing [exclusive looks at new product launches](https://www.trendhunter.com/trends/247-live-shopping), demonstrations, tips and exclusive promotions for those in the know. ## Trend Insights (Trend Hunter) - Score: 4.7/10 - Popularity: 48% | Activity: 84% | Freshness: 8% - Audience gender: 10% men, 90% women - Primary generations: Gen Z, Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Interactive](https://www.trendhunter.com/interactive) ## Key Themes ### What Makes This Trend Stand Out - **Livestreaming Fashion Channels:** Disruptive innovation opportunity: Fashion brands can leverage livestreaming platforms like Periscope to engage with consumers and provide exclusive content and promotions. - **Virtual Experiences:** Disruptive innovation opportunity: Brands can create virtual experiences for consumers, such as exploring behind-the-scenes content, to enhance their engagement and create a unique brand experience. - **Exclusive Social Media Engagement:** Disruptive innovation opportunity: Major brands can utilize unique social media platforms to provide exclusive looks at new product launches, demonstrations, tips, and promotions, thereby fostering a more personalized and interactive relationship with consumers. ### Sectors Adopting This - **Fashion:** Disruptive innovation opportunity: Fashion brands can use livestreaming and virtual experiences to revolutionize the way they market and engage with their target audience. - **Technology:** Disruptive innovation opportunity: Livestreaming platforms like Periscope offer technology companies the chance to develop new tools and features that enhance virtual experiences and social media engagement. - **Social Media Marketing:** Disruptive innovation opportunity: The emergence of unique social media platforms provides opportunities for marketing agencies to specialize in creating exclusive and engaging content for brands, helping them stand out in a crowded digital landscape. ## Related on Trend Hunter - [AR Garment Try-Ons](https://www.trendhunter.com/trends/augmented-reality-1.md) - [Immersive Video Shopping Experiences](https://www.trendhunter.com/trends/asos-live.md) - [Inventive Retail Strategies](https://www.trendhunter.com/trends/inventive-retail-strategies.md) - [Tech-Enabled Shopping Experiences](https://www.trendhunter.com/trends/cos-retail.md) - [Interactive Shopping Streams](https://www.trendhunter.com/trends/amazon-ads.md) - [Music-Inspired Fashion Ventures](https://www.trendhunter.com/trends/fashion-streaming-service.md) - [Live Shopping Flagships](https://www.trendhunter.com/trends/outlandish.md) - [Live Social Shopping Expansions](https://www.trendhunter.com/trends/live-social-shopping.md) - [Globally Expanding Fashion Brands](https://www.trendhunter.com/trends/scotch-soda.md)