Luxury and fashion companies are increasingly linked to social network in order to keep in touch with their customers and sell their products online during covid emergency period. Instagram, in particular, has presented a ‘playbook’ dedicated to creating a virtual show with indications, tips and strategies for setting up a digital catwalk, from invitations to behind the scenes. Instagram, which experienced a 70% increase in live broadcasts in this lockdown period, follows the example of TikTok, downloaded 315 million times during the first quarter of 2020; Youtube, which has enhanced fashion-related initiatives, and the launch of “Shops” presented a few days ago by Mark Zuckerberg, CEO of Facebook, updated and enhanced version compared to the current possibility of making purchases through the app.


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