J.W.Anderson Will Livestream Its F/W 2016 Fashion Show on Grindr
Rebecca Byers — January 7, 2016 — Marketing
References: dazeddigital & eventmagazine
British fashion label J.W.Anderson recently announced that it will be delighting fans with a catwalk livestream of its fall/winter 2016 show. The unique partnership is an innovative way to showcase the happenings of the brand's upcoming show from its secretive venue during the London Collections: Men shows.
While catwalk livestreams aren't necessarily anything new, this marks the first occasion that a label has chose to use Grindr as its app of choice. The social networking app is undoubtedly a visually driven medium, so the partnership makes plenty of sense.
Notably, J.W.Anderson and Grindr are both represented by the same PR firm, PR Consulting. Other intriguing uses of mobile dating applications for marketing purposes include the Mindy Project's campaign on Tinder, while EDM producer Zedd revealed special album pricing through the app.
While catwalk livestreams aren't necessarily anything new, this marks the first occasion that a label has chose to use Grindr as its app of choice. The social networking app is undoubtedly a visually driven medium, so the partnership makes plenty of sense.
Notably, J.W.Anderson and Grindr are both represented by the same PR firm, PR Consulting. Other intriguing uses of mobile dating applications for marketing purposes include the Mindy Project's campaign on Tinder, while EDM producer Zedd revealed special album pricing through the app.
Trend Themes
1. Livestream Marketing - British fashion label, J.W.Anderson partnering with Grindr to livestream its fall/winter 2016 show indicates the rise of livestream marketing strategies.
2. Targeted Advertising - Marketing campaigns that utilize dating apps like Grindr and Tinder offer disruptive innovation opportunities for targeted advertising to niche audiences.
3. Interactive Fashion Shows - Livestreaming fashion shows on mobile apps allow for a more interactive experience and creates innovative opportunities to engage with viewers in real-time.
Industry Implications
1. Fashion Industry - Livestream marketing and interactive fashion shows allows for disruptive innovation opportunities within the fashion industry to provide more unique and interactive experiences for its viewers.
2. Marketing Industry - The use of dating apps like Grindr and Tinder for marketing offers industries the ability to explore disruptive innovation opportunities for targeted advertising to niche audiences.
3. Mobile App Industry - The use of mobile apps like Grindr and Tinder for marketing and interactive experiences highlights disruptive innovation opportunities in the mobile app industry for unique and engaging experiences.
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