When fashion meets Digital

        Snapchat is a video messaging application created in 2011 by students at Stanford University. The users can take photos, record videos, add text and drawings, and send them to a list of recipients. These photographs and videos are known as "Snaps". Users set a time limit for how long recipients can view their Snaps after which Snapchat claims they will be deleted from the company's servers.

According to Snapchat, in May 2014 the app's users were sending 700 million photos and videos per day, while Snapchat Stories content was being viewed 500 million times per day.

Snapchat is now used to promote fashion by bloggers, models but also some well known fashion brands and luxury brands such as Burberry, Dior …

      This platform rise in popularity, it takes us behind the scenes of some fashion shows, shootings and personal life of our favorite influencers.

How fashion uses Snapchat ?

This mobile application promises pictures and short videos without making retouches and inevitably taken from real life . Authentic and spontaneous snaps are the perfect tool for a brand that wants to offer its followers from around the world a glimpse backstage of a fashion show , a shooting or a press presentation live .

Brands , journalists and celebrities will therefore use it during the fashion weeks around the world, and more sporadically the rest of the year. For example, to celebrate the opening of its flagship store in LA Thursday, April 16 , Burberry holds an evening that was broadcasted via Snapchat . The snapchat profil of the English brand was opened specially to prepare and promote this event through fun videos of celebrities related to the house such as the musician George Barnett or Jourdan Dunn and Cara Delevingne tops.

Burberry remade the blow of Snapchat and presented  Thursday, October 22 at 17h its specific campaign on Snapchat.

How it is different from Instagram or Pinterest ?

Unlike Instagram and Pinterest where brands take care to present highly visual retouched , filtered , and controlled, Snapchat imposes its authenticity. But what particularly interested brands , it is the ephemeral appearance of snaps . Indeed , as the countdown to self-destruction of a snap when it is opened , the user is forced to pay attention. Exit the superficial scroll ,  Snapchat literally forces you to be captivated by these pictures or videos taken in the heat of the moment .

At a time when it is so difficult to sustainably capture the interest of young targets, Snapchat is a leader in the economy of attention . With this ability to create brain time availability, it is rumored that the application would now $ 19 billion .

Maria Sayarh

Edouard Pinon

Yohann Gouttes

Sources:

40 People Every Fashion Girl Should Be Following on Snapchat :

http://www.popsugar.com/fashion/Fashion-Snapchats-Follow-38044104#photo-38044104

A snapchat campaing by Burberry:

http://fr.fashionmag.com/news/Burberry-Mario-Testino-realise-une-campagne-exclusive-pour-Snapchat,585683.html#utm_source=newsletter&utm_medium=email

Pourquoi snapchat captive la mode :

http://www.grazia.fr/mode/news/pourquoi-snapchat-captive-la-mode-754224