The Concept of an “Instagram Pit” Utilized by Tommy Hilfiger for Fashion Week
It is a Fashion Week debut all right, as the fashion world begins to slowly but surely accept social media as an integral part to its success. Tommy Hilfiger is one of the first to take the reins on this, premiering the use of an Instagram Pit, also called InstaPit, for the fall 2016 show to be showing during the February New York Fashion Week. What exactly does that mean? Have you noticed that when you hold up your phone you end up obstructing the view of those around you? Now think about how it looks when you pick up a large tablet and try to angle it just so in order to capture the perfect image to be placed on Instagram. It can get really annoying and bother those who have actually gotten a ticket to see the show live.
Since it is undeniable that Instagram has become a major focus for the fashion lovers these days, it makes perfect sense that a separate space would be created where one could essentially set up their cameras and take the absolute perfect pics, without bothering anyone at all. That makes just about all involved very happy and the advertisement goes viral for absolutely free. Designers love this and that is probably why Tommy Hilfiger’s team has devised this plan, ensuring that there is maximum coverage with minimal bother.
We are all Instagrammers these days, following our favorite models, designers, styles and bloggers, enjoying all that it means to be immersed in the world of fashion from the comfort of your own home. Hilfiger has actually created a show around Instagram before, where it was called “InstaMeet” and 20 Instagram influencers were called in back to join the designer himself, capturing the behind-the-scenes moments with great excitement.
And then of course, there have been all the added effects, such as the Gigi Hadid led models in bikinis frolicking through a mock lagoon on stage, creating moments to capture and share on Instagram that are simply impossible to forget. Tommy Hilfiger has understood the power social media holds on the impressionable ladies around the world, particularly the youth, and has set upon taking up as much of the market share as possible, allowing him to lead for years on end with barely any competition as of yet.
There is just something so very perfect about the digital media marketing strategies utilized, and when you realize that using the crowd to advertise for you is the best source of income you can have, you definitely work towards maximizing their comforts, in order to minimize your own expenses and efforts on the subject.
Photo courtesy of Livingly