The Mistake: Not Taking Advantage of Fashion To Engage Consumers

Fashion and layout partnerships are among the strongest possibilities being leveraged via brands to marketplace products to the ones cutting side trendsetters and influencers that closely comply with – and lead – the latest fashion traits. Fashion partnerships bring a better photograph and a normal feel of innovation and hipness to the brand. These partnerships are usually extraordinary enough to break through the litter, gain patron interest, attract press, and generate customer buzz. In truth, fashion, like music, is one of the most popular categories in phrases of online purchaser hobby because it transcends culture and breaks down barriers.

No longer are style occasions and content restricted to fashion brands. Nowadays, you spot brands of every kind leveraging style, ranging from identify-owning Mercedes-Benz Fashion Week, Subway’s runway dress made from wrappers, Moët & Chandon at the Golden Globes Red Carpet to Intel, and H.P.’s multi-12 month lengthy partnership with fashion-themed tv collection Project Runway.


A fashion initiative can and offer the perception of consumers performing out-of-the-box and cutting aspects to consumers. It remembers that there desires to be a rhyme or purpose at the back of the partnership. By searching for the core basics of the emblem’s goals and messaging, a useful campaign will bring success for each logo and the partner while identifying the common ground in messaging.

For savvy brands and entrepreneurs of every kind, opportunities are to be had at a wide range of charge ranges (examine: very low priced to pretty hefty) to create noteworthy partnerships with a purpose to get observed by both media and customers, at the same time as additionally presenting content to power social media conversations seriously. Brands do not need to go to Paris to discover fulfillment with style, and almost any emblem can create a hit and sales-impacting organic partnership through these four platforms.

• Partnering With Fashion Events

Fashion event opportunities exist with big-scale occasions, including the “professional” partnerships with Mercedes-Benz NY Fashion Week to smaller Fashion Week offshoots, which can be regularly simply as press worth and impactful, including runway suggests and celeb gifting lounges. There are style weeks held in cities worldwide, the most outstanding in the U.S. Being New York Fashion Week and Los Angeles Fashion Week, two times a year, in February and September. Also included in the style occasion class are fashion designer showcases held at locations year-spherical or celebrity-driven award indicates wherein the crimson carpet is the nighttime highlight.

Fashion events provide gigantic numbers of site visitors and engagement in social media. Based on statistics gathered by the Social Curation and Analytics organization Curalate, during New York Fashion Week 2013, there were 100,000 related Twitter and Instagram shared by using more than more particular customers. In common, the pinnacle NYFW brand snapshots generated 37,448 interactions in keeping with a photograph, most of which have been product-pushed. Marketing campaigns are compelling after they occur in real-time, staying at an occasion or region. Out of the 100K+ posts that drove the maximum engagement, 90% had been taken on a website online at the NYFW.

As an example of this social success, Harman-Kardon created an N.Y. Fashion Week partnership 3-day occasion to launch their style-friendly white headphones, based totally on their ‘stunning sound’ platform. The brand’s social media site visitors expanded by 970% during and following the event, and they acquired over 19 million social media impressions and 370 million countrywide press impressions.

• Partnering with Fashion Designers

Whether brands must establish themselves as danger-taking and groundbreaking or greatly demonstrated with a long-status person, custom alignments exist with style designers and occasions whose personalities mirror those same valued tendencies. Celebrity and newly rising designers provide opportunities to create endorsement partnerships and to liven up brand campaigns, alternate activities, or event factors of sale.

• Partnering With Fashion T.V. Series

Fashion in Television is a steady subject, with series dedicated to masking and showcasing style tendencies. Networks along with Lifetime (Project Runway), E! (Fashion Police), Bravo (Rachel Zoe), and NBC (Access Hollywood, Extra) all provide sponsorship possibilities in addition to alternatives to combine manufacturers directly into the content. Even daily speak suggests normally having a fashion segment, which brands can creatively grow to be a part of. Additionally, the scripted collection can offer the basic storylines of style much like the preceding hit Sex In The City format. The focused viewer is generally the coveted girl demographic, with a median age of 25 to forty-nine.

Pilot Pen created a 4-month virtual partnership with NBC’s Fashion Star television series. A branded customized fashion trivia game changed into advanced with a grand prize trip to N.Y. Fashion Week, supported with ad gadgets throughout the NBC platform and the collection website and print. Additionally, social media drove conversations between the display’s designers and the emblem’s fan base. The partnership reached more than 14 million consumers, with website visits 184% over goal and sweepstakes entries eighty-five the goal.

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