What Hunter boots has learned since ditching the fashion calendar

This year, Wellington boots-maker Seeker cast off London, uk Style 7 days after a two-year run. It happens having two tentpole activities annually didn’t sit right with a product that has become symbolic of the time interval between those fashion shows: songs event year.

“We experienced there was a massive opportunity to phase away from the restrictions of the traditional fashion schedule and concentrate on interesting with our consumer in more nimble way,” described Alasdhair Willis, Hunter’s creative home since 2013.

With the rise of public networking, fashion suppliers have been wrestling with the move toward direct connections with their clients.

For Seeker, this means concentrating on festival-goers from Apr to Sept, and wet climate customers from Sept to Goal. And through the year, its concentrate is on being “always on,” with a sensitive public networking team — enhanced by a new hire year — who can keep in phase with clients.

For example, this summer the product ran public networking activations at various songs celebrations such as Glastonbury with the aim to interact with new lovers interior and exterior the activities. It designed, for example, “the world’s tiniest event,” which was held in a porta-potty. On the GIF-making system GIPHY, it designed a set of labeled filtration which participants at Glastonbury could part over their images. It worked.

The cooperation produced over 73,000 events within the Giphy mobile app. One movement saw the brand’s highest-ever opinions on its Instagram route.“If we look at a few days of Glastonbury event, which saw us release a collaboration with GIPHY in addition to the world’s tiniest event, we saw a 110 percent increase in income compared to the same interval annually ago,” described Willis.

Across public networking, there’s also now an focus on the timelessness of its products. With the latest Primary Collection, Seeker presented unisex items that can be used in any year. During a recent wet-weather marketing, #RainStartsPlay, the product recognized Tweets users referring to the rainfall and responded in-kind with relevant product GIFs and the commitment of a free stuff. It produced 400,000 opinions.