By G+ Author: Erin Washington.
Rebecca Minkoff will join a handful of brands who have used Social Media to debut their New York Fashion Week looks by debuting five to ten looks minutes before their runway show. Previous brands have included Burberry via Twitter and Diane von Furstenberg via Viddy.
Snapchat is an app available on iPhone and Andorid where users can send images and videos that automatically delete after a set amount of viewing time. Unfortunately, you cannot send a message “blast” to users and must connect to individuals one by one. Minkoff is using twitter to solicit friend requests. While the 10 second limit on photos isn’t much of a preview, the novelty of the initiative will hopefully catch people’s attention enough to illicit further search.
Speaking of the unique decision to debut images to consumers before press and buyers, Uri Minkoff, CEO of Rebecca Minkoff told Mashable “We believe in a different approach. We believe the consumer is part of [fashion week], and that their inclusion is going to grow. The consumer has a voice and say in [our] brand, they should get special perks even if they can’t attend the show.”