Are you being constantly reminded that you were #notatcoachella thanks to the steady flow of Instagram content still being posted by some of your favorite bloggers, even now that weekend 1 is done? Were you even more over it after
hearing all about noticing on your own that chokers were the new flower crowns? We feel you.
But we just have one more thing to add to the conversation (sorry - it's a doozy): Alice + Olivia staged a 'see now, buy now' fashion show right before the festival's first weekend started, and we needed to do our due diligence and report on it.
Data nerds unite, we're diving in!
Dead Heads go high fashion!
There has been so much talk recently about how the fashion system is broken thanks to a completely out of sync seasonal calendar. The spring collections are shown in September/October, as everyone is getting ready to nail down that big parka they've been meaning to invest in for the past few years, while the fall collections are shown in February/March, just as we're preparing ourselves to shed all of those pesky winter layers and dreaming only of cutoffs and floaty dresses.
Talks of implementing more of a 'see now, buy now' practice have never been so prominent, and they've managed to make their way to the forefront of the fashion dialogue, with very important players weighing in (the gist of it is that some think it's good and some think it's bad). When something is broken, it should be fixed, right?
Cue the brands taking matters into their own hands. Tommy Hilfiger, who is known for being a pioneer in developing innovative strategies around his runway shows announced that he was going to be doing a test run of the 'see now, buy now' model when showing the upcoming Gigi Hadid capsule collection this fall. In the luxury corner, Burberry has already thrown a punch, while Tom Ford is also about to enter the ring.
And then there are brands like Alice + Olivia, who pulled off a Coachella marketing coup by staging a Grateful Dead-inspired runway show on Wednesday, April 13th, just as everyone was landing in LA to make their way to the desert for more parties hosted by brands (and likely dressed in ridiculous getups).
Stacey Bendet, co-founder, CEO and creative director of Alice + Olivia, is very in tune with her customer and realizes that "[She] wants everything she sees, immediately". Thus the reason for her 'see now, buy now' catwalk event staged during a time for which a specific breed of style has become ubiquitous. Meaning that it wasn't only an opportunity for A+O fans to be able to get their hands on the pieces right away, but also a ginormously masterful marketing stroke on the brand's part in terms of timing.
Being the data geeks that we are, we got really excited at the thought of digging into the Instagram impact that this type of function can bring. While we can't speak to Alice + Olivia's actual sales from their 'see now, buy now' efforts, we can certainly pronounce that it was an Instagram success. Let's check out some of the data that can back that up.
The @aliceandolivia account had a major spike in follower acquisition over the course of 2 days; on show day and then the next, when guests were still posting about it. Those organic impressions in the first graph above can be directly linked to that spike.
The #AliceandOlivia hashtag also spiked in reach around the event, stretching to approximately 7 million organic impressions.
The #AOLiveShow, official hashtag of the evening, also received some serious buzz, reaching nearly 5 million organic impressions.
This show was also great publicity for the location, Neuehouse Hollywood. With all of these celebrity guests geo-tagging the space, it gave it exposure to over 13 million users across different audiences over the course of two days. Monitoring the location tag enables us to see the happenings at any given location to evaluate its Instagram relevancy, but for a special event like this, it also become a way to sift through more of the content that perhaps wasn't tagged or hashtagged.
There was one element of the nearly Insta-perfect happening that was askew: two of the biggest celebrities-slash-Instagram-influencers on the guest list did not document their presence on IG (the horror!). The evidence confirms that Kourtney Kardashian and Emily Ratajkowski were both in attendance, and while their mere presence there was a major buzz-factor, neither of them actually posted anything relating to the event on their respective Instagram accounts. Bummer for Bendet, who was likely hoping to be exposed to their combined audiences totaling 43.8 million.
They both individually posted the outfits they donned that night, with not even one tag (they'll only play for pay, clearly):
In recent years, the Coachella music festival has become something of a fashion circus (wait, is there music at this thing?! #Jk), which can be paralleled to the rise of social media and the birth of the influencer. Where so many brands have fallen into the stereotypical cliché trap of what has grown into a seasonal routine of oxymoronic over-the-top standard festival fare, Alice + Olivia found a way to capitalize on the event in a way that ties into it without actually partaking in the widespread spectacle.
What to draw from this? Having orchestrated a themed function around a punctual occurrence like Coachella to take advantage of the hype in a way that's original seals the deal on Stacey Bendet's maverick status. Alice + Olivia is in good hands.
If you're looking for insights like these for your Instagram account, do not wait one second longer to contact us! We're super chatty. And nice.