This season was Sunglass Hut‘s first season as the principal sponsor for London Fashion Week. Here is what we think they did well and what they could have done better from a digital marketing perspective.
Right off the bat, we have to give Sunglass Hut credit for the attention that they are giving to their website, which opens to a great shot of global brand ambassador, Georgia May Jagger. In particular, we found their Live from London section well done, featuring original photos and videos with exclusive interviews and show footage.
A huge part of LFW, and any fashion week for that matter, is the street-style photography. Sunglass Hut gives visitors the chance to buy the sunglasses in their street-style photos in their The Streets Are Our Runway section by providing a link to purchase the style photographed.
On the other hand, while you could see Sunglass Hut branded all over Soho, reminders of an account on either Instagram or Twitter were few to none. It could very well be that social media platforms are not a large part of their digital marketing strategy but this partnership with LFW could be a great opportunity, as the fashion crowd is very well versed in the world of hashtags, favorites and mentions. A review of the Instagram account yielded a few photos from LFW, but none that were particularly noteworthy or that had attracted more than a few hundred likes. It seemed to be a similar story over at Twitter, with both their handle and campaign hashtag, #punkitup, only being mentioned a handful of times over the course of the event.
There is definitely room for improvement here and luckily, Sunglass Hut has five more seasons to grow into this space. With the work they have done on their website thus far, we would be willing to bet that they will have their bases covered come next February, should that be their strategy.
