The Snapchat effect: Fashion designers are making ephemeral fab

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The Snapchat effect: Fashion designers are making ephemeral fab From Digiday

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Two days before its New York Fashion Week show in February, Marc Jacobs announced it was launching a Snapchat account. Just a few months prior, Alexander Wang used the app as a means to invite followers to an exclusive event, and other competitor luxury brands were swiftly following suit, trying to lure consumers with the app’s fleeting images.

The Snapchat effect: Fashion designers are making ephemeral fab

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In fashion — and especially fashion marketing — everything needs to be just so. It comes as something of a surprise that fashion houses from Louis Vuitton to Burberry have been going deep on Snapchat, a photo-sharing app known for off-the-cuff spontaneity.
Yet use of the disappearing-message app is proliferating through the fashion industry, as designers…Read more at DigiDay