I don’t know about you but most of my money disappears into my gas tank, my stomach, or my closet (sometimes the floor around my closet). The beginning of September brings an exciting week that comes only twice a year (possibly even more exciting than Shark Week) and that’s Mercedes-Benz Fashion Week. The time of year where I yearn for clothes that cost more than my college tuition.
The price tag only got me thinking how these clothes get sold?
- Celebrities bring press, which gets the designers name to the general public.
- Editors forecast styles and decide which shows make it into their prestigious Fashion Week spreads. They have influence over next seasons trends and the designers to watch, as well as designer who may have, in their eyes, missed the mark this season.
- Buyers evaluate each line and choose which ones are worth putting into their stores. They look at forecasted trends, client base, and selling potential to make sure each line they choose matches the store/stores they represent.
Each designer has one show to sell each of of their target markets on their image for Spring of 2014. With this much on the line the designers only have their clothes, their models, and their music selections to make that final sale.
But even more than that….
Fashion week boosts a number of opportunities for other companies to advertise. The September issue of many fashion magazines are their most extensive in both content and advertisements. AdAge confirms that Elle Magazine’s September issue is the biggest yet with 442 ad pages. InStyle sets their new record at 455 ad pages, and Vogue, leading the tribe, also had a increase with 665 ad pages. (read more)
Each live stream, from their personal YouTube live stream
to those found on sites like fashionweeklive hosts an ad before you can watch. This year blogs are playing an even bigger role than before. The number of bloggers covering fashion week is almost unimaginable, from every part of the globe blogs with their own set of advertisers get more hits during Fashion Week than any other time. And just think, all of this only counts as flat (on page or on screen) advertising opportunities.
Now brands in the 200,000 gift bags handed out during fashion week aren’t the only ones getting picked up.
Many brands that are leveraging fashion week are taking to guerilla marketing to get their products to the public. Check out the trucks hitting New York streets offering more then just food.
How many other brands are going to hop on the truck in January for the Fall 2014 show? We’re expecting to see more brands trying to climb up the luxury latter. Who do you think we’ll be seeing in the streets come January?