Irish clothing retailer Primark is now embracing a new video format for press day events.
While press days are familiar to many bloggers and other members of the media, Primark is now inviting all consumers to get a sneak peek at upcoming collections with its new 'Press Day Live' videos. Primark ‘s social media manager Anna Ahern says: "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."
These 360-degree videos on YouTube show off items from the AW16/17 collection in a casual vlog-style "haul" format. This kind of transparency gives consumers a reason to keep watch of social channels for preview of upcoming releases. In the womenswear and menswear hauls, fashion influencers like Dolly Bow Bow and Charlotte Hole are featured.
Why This Trend Is Growing
- Livestreamed Press Events
- Livestreamed press events are redefining the traditional press day by making them accessible to all, increasing audience engagement and providing exclusive insights.
- 360-degree Videos
- 360-degree videos are revolutionizing the way brands showcase their collections, allowing for a more immersive and personalized experience for consumers.
- Transparency and Social Media
- The trend of embracing transparency through social media channels is giving consumers exclusive access to behind-the-scenes events and increasing anticipation for new releases.
Industries Being Reshaped
- Fashion Retail
- The fashion retail industry can leverage livestreamed press events to generate buzz, connect with consumers, and drive sales through exclusive previews.
- Digital Marketing
- Digital marketing can leverage 360-degree videos to create engaging and immersive experiences, helping brands stand out in a crowded online landscape.
- Influencer Marketing
- The rise of livestreamed press events and transparency on social media presents new opportunities for influencer marketing, allowing fashion influencers to partner with brands for product previews and endorsements.
