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Though some brands are moving towards a harder sell through their social media channels, Tory Burch says she's sticking with the conversational approach that has launched her to the top of all the "best-of social media" listicles.
"We started doing Twitter and I thought it was in the wrong way—it was more promotional. I realized Twitter has to be my voice, it has to be authentic and interesting. It shouldn't be about something on sale," she told Business of Fashion. "The customer is very savvy. They want authenticity. They're not interested in hearing about promotional things."
That said, she acknowledges that social media and commerce are at an important intersection. "We look at online as our number one store. What's exciting is that there isn't really a cap. So I think the Internet and social media and tying in commerce with that is going to be very important in the future," she said.
As far as digital content for Fashion Week goes, however, brands aren't doing much that feels new and exciting season, beyond livestreaming, live-pinning, tweeting, and Instagramming everything under the sun. Burch, who is definitely a leader as far as digital content goes, posted a backstage preview on her blog yesterday and livestreamed the show on her home page this morning—but that's about it.
In a nutshell, it doesn't seem like anyone is innovating this season. Even Diane von Furstenberg's unexpected (and slightly baffling) alignment with Google—where models donned Google glasses for the finale, and Google founder Sergey Brin accompanied DVF on her final walk-through—felt gimmicky and fell a bit flat.
It's as if brands have hit a wall: Now that they're up on all these social platforms and have figured out how to create content, it's like they're casting around trying to figure out what to do with it. We're hoping someone figures it out soon.
What do you think? What brand have you been following this NYFW, and who do you think is producing the best Fashion Week content? Let us hear it in the comments.
· Tory Burch Says Work Hard, Think Long Term and Be Patient [BoF]
· As Brands Put More Resources Into Social Media, You Can Expect a Harder Sell [Racked]
· 8 Fashion Brands Creating the Best Online Content [Racked]