Runway S/S18

THE EXCITEMENT
YOU’VE SHARED WHAT YOU learnt backstage with your salon team,
but what about your clients? Social media was made for things like
Fashion Week and is the perfect platform to not only showcase what
stylists did after LFW, but as it happens, too. Do it well and you create the
kind of buzz and excitement around your salon that can’t be bought.
Jordanna Cobella, creative director at Cobella Hair and Beauty, worked
on Daks and used social media to drum up excitement. “During the lead-up
we did a countdown to Fashion Week on our social media channels to
promote the news that I was going to be involved in LFW,” she says.
Some posts were of the LFW logo, some were of models in action and
some were pictures of hair tools and products that were going to be used.
“We also told our clients to tune in and watch our Instagram Stories
for live looks, backstage pictures and behind the scenes of the prep for the
shows,” adds Jordanna, who found Instagram to be the best social media
platform to do Fashion Week posts as they generated the most client
interaction there.
Finally, during LFW, the salon had its social
media channel on display on an iPad, which sat
on the reception desk. “This not only promoted
what we were up to, but also doubled-up as a
look book for clients.”
Richard Ward’s Cristiano Basciu also uses
Instagram to share the fashion excitement with
followers and clients.
“We want our clients to feel like they’re part
of the action and to get real backstage insights,”
he explains. “I love sharing crazy backstage
stories with my clients and they love hearing
about the different aspects of what we do when
we’re not behind the chair.”
Daks
42 RUNWAY Spring/Summer 2018