Fashion brands and retailers are quickly becoming the most creative early adopters of live streaming app Periscope with Marc Jacobs this morning becoming the latest designer to let consumers peer through the looking glass.
Subscribers of the designer’s Twitter and Periscope accounts were given access to an intimate showing of the Pre-Summer 16 collections with only a handful of editors in attendance. The brand also did an exclusive Q&A beforehand with Marc Jacobs himself as he described the inspirations, materials and other details behind the collection. Jacobs is one of the first brands to prioritize the platform by offering up its designer to talk about the collection before the runway begins, something that is often reserved for high priority journalists post-show.
Devoted fans watching from across the globe could also participate in the action as it happened from the app’s transient comments feature: “ Love that I can watch this live at 2am from New Zealand,” said Periscope user @BalmainBeauty.
Since the live-streaming app launched in late March the fashion industry’s leading digital players have been cautious to test the streaming waters. Most fashion brands are used to creating highly edited and scripted stories and are cautious of steering away from that control as discussed in our subscriber report on Quality versus speed in the age of Snapchat.
Burberry as per usual was one of the first fashion brands to launch on Periscope for its “London in Los Angeles” show at the Griffith Observatory in mid-April and more have joined since.
For retailers like Nasty Gal who recently did a Periscope stream during one of its buying sessions with designer Alice McCall, the app provided an instant avenue for feedback for the online retailer which followers could comment on and like via the ‘hearts’ feature similar to Facebook’s ‘like’ button. Other brands that have experimented with the app include DKNY, Dolce Vita and Rebecca Minkoff.