Before Saturday night Topshop had only used Vine once to show off its new magazine, but in the past 24 hours it has gone Vine crazy.

The retailer has uploaded 10 videos from its show at London Fashion Week, giving customers a look at models on the catwalk and a glimpse behind the scenes.

Covering major events such as fashion shows is a great use of Vine, but it’s also quite an easy win. It will be interesting to see whether Topshop can continue to come up with content when fashion week is finished.


Social media is central to Threadless’ business model, so it’s no surprise that it has been quick to start using Vine.

The videos Threadless has posted are quite varied, including clips of products, photo shoots, its warehouse and a wine tasting in California.

Overall it gives a more rounded view of the business rather than simply pushing out product promotions and fits well with the brand values


ASOS is another brand that puts social at the centre of its marketing activities, and it has been particularly innovative with its use of Vine so far.

Rather than using the app to display products, ASOS has attempted to get its followers to contribute content by posting clips of themselves unboxing their orders using the hashtag #ASOSUnbox.

It has also posted straight-forward product-driven clips, but using Vine to get shoppers to show off their own experiences is a great idea.

Gap Canada

Gap’s use of Vine is very route one – it’s mainly nausea-inducing clips of loads of different products.

A couple of them aren’t too bad though, including this clip of Gap jeans from past to present. 


Though Net-A-Porter doesn’t appear to have used Vine itself, fashion label Matthew Williamson has joined the Net-A-Porter social team during London Fashion Week for a one-off Vine initiative.

Matthew Williamson has posted several Vines in the past few days from shows at Fashion Week using the hashtag #MatthewMagnified.

This fits well with the brand as it gives a glimpse into the world of high fashion but avoids being a straightforward sales pitch.

Net-A-Porter has an active social presence, so I would expect it to continue using Vine to cover its events and promotions in the future.


Selfridges is another brand that has begun using Vine to post clips from London Fashion Week.

So far it has tweeted two Vines, one of its various invites and another of models at a Paul Smith fashion show.

In conclusion…

Vine is still a new app so these brands are really just testing it out, but so far the most common use seems to be for posting clips from events.

This makes sense as it’s a quick win and a good way of associating the brand with exciting fashion events.

The real test is whether the likes of Selfridges and Net-A-Porter will continue to use the app in between major events, when they have to be more creative in coming up with interesting content.

As one would expect, ASOS and Threadless have made good use of the app by posting a mixture clips, including of product promotions and photo shoots.

I particularly like ASOS’s attempt to encourage followers to generate their own content. It’s a great way of getting your customers to act as ambassadors for the brand by showcasing products to their own friends and followers.