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.