The live-streaming app Periscope has been making industry news as more fashion brands use it to publicly share exclusive events. This week, London Collections Men included several Periscope broadcasts, including Burberry, Dunhill and Belstaff.
Periscope was bought by Twitter earlier this year for a reported $100 million and launched to the public at the end of March. Burberry was one of the first brands to adopt the app, using it to stream their April show in Los Angeles. Other notable uses by brands have included streamings of DKNY’s preview of the company’s fashion closet, Tag Heuer’s sponsored tennis match and Ugg’s Fall ’15 campaign shoot with Tom Brady.
Though most of the brands that have embraced Periscope are more established, it may become a tool for smaller brands as well. For companies getting their start, marketing through an emerging service like Periscope may be more effective than sites like Facebook and Twitter, according to AP News citing Forrester Research. Emerging brands that could be lost in the sea of content on big social networks may find their way on Periscope.