New York Fashion Week, abbreviated as NYFW, is about to be upon us. The event, which now occurs twice a year (with an additional two Men’s Fashion Weeks held prior to the respective main events), shines quite the spotlight on New York. Many of the world’s models, designers, and celebrities converge for a week of runway shows and parties.
By the way, the FW17 refers to Fall/Winter 2017, which are the collections being shown during the upcoming Fashion Week. Collections are almost always shown in this manner, months in advance, especially with more traditional brands. While many newer brands are eschewing this manner of releases, Fashion Week is still an institution for the foreseeable future.
With so much attention focused on NYFW, there are unique opportunities to get your brand/business out there. Let’s take a look at what makes NYFW unique, and how to use that to your advantage.
Staying on top of any current events, especially ones as visually-pleasing and “cool” as NYFW, shows that you’re not slacking when it comes to relevancy. Creating content that is up-to-the-minute is key here. One of the best tactics that we’ve seen is livestreaming — obviously not as good as actually being at a runway show, but this is able to attract many viewers nonetheless.
This also means taking advantage of certain hashtags (or creating your own) can have huge benefits to your fanbase and traffic flow. You also have a huge incoming stream of other content and tactics that you can use for inspiration, a process which is normally not as straightforward.
Maybe more so than ever, consumers will have a mind for fashion during this time. Use it to your advantage — look at what’s trending on social media and search engines and see how you can get in on it. Even talking about certain shows or afterparties can cause eyes to go your way, just by extension.
This means that many things, from influencers detailed below to even your own marketing actions can have the potential to be significantly amplified if the cards are played right. As always, research your competition and research the landscape before moving in.
You’ll see lots of marketing innovations — heralding new technologies and new ways to connect. During major events like this, vendors and brands will often want to set themselves apart by having the latest and greatest. You’ll see ways for the audience to get closer and closer to the events, whether it's a model wearing Google Glass on the runway or a 360 degree livestream at an event.
Keep an eye on what new technologies and approaches you see — they’ll be commonplace soon and you can be an early adopter.
Going Against the Norm
Anti-fashion, which is really at best loosely defined, is among certain circles gaining popularity with brands such as Vetements and Anti Social Social Club enjoying massive success. They do so while appearing to either put no effort into their strategies, or completely taking a different direction and using quite a bizarre approach. Either way, it flies in the face of what’s considered standard in the fashion industry.
One way to stand out during NYFW is definitely the contrarian route. Take advantage of the ability to juxtapose normal or odd things with the glitz and glamour of the shows and the air around them. Certain others have gone the parody route, but at least it gets people talking.
Celebrities galore. This means influencers are out in full force, and they’re all in one place. Influencer marketing is becoming huge, especially for things like fashion and luxury goods. Top influencers have made very lucrative careers out of their popularity. This means that they’ll be out and about at work. Smaller influencers always want to get their names on the main stage, and can be great targets to promote your brand and gain themselves more popularity and legitimacy.
Reach out to them, and see if you can both benefit from a collaboration during NYFW.
Nightlife, already huge in NYC, takes on a special flavor during Fashion Week. Much of the city’s social scene begins to revolve around NYFW, especially bars, clubs, restaurants, and the like. Each one of them wants to be the hottest dance venue or dinner spot. Take a look at what other related opportunities there might be for cross promotion during this week.
Something like event sponsorship can be huge for a brand, and with the amount of events occurring, there are many chances to get your name out there.
Everyone wants to see the newest styles from their favorite designers. But that’s not the only visually pleasing work that’s to be expected. Your content and design has to be on point — any photos, videos, or graphics have to be held to a higher standard. The world converges to look, and they’ll look in the other direction if you give off the impression of being amateur. This rule is true always, but doubly true during NYFW.
If you’re in doubt, take a look over your web presence and overall outward-facing aesthetic. Now might be the time for a brush up.
NYFW is a lot of things, and it can sometimes be a mess, but any event generating this much attention means that some of it can go your way. Between taking advantage of the up-to-the-minute nature of the events, new marketing innovations, the major emphasis on visuals, and the sky-high rate of influencers per square block, there’s a lot of potential to elevate a brand. We’re excited to see how this NYFW FW17 goes, and what marketers will bring to the table this year.