Fashion and design partners are one of the most potent opportunities being leveraged by brands to market eşofman products to those cutting edge trendsetters and influencers that closely follow – and lead – today’s fashion trends.
Fashion partners result in an enhanced image and an overall sense of innovation and hipness to the brand. These partners are typically different enough to break through the clutter, gain consumer interest, attract press, and generate consumer buzz. In fact, fashion, like music, is globally one of the most popular categories in terms of online consumer interest as it too transcends culture and breaks down barriers.
No longer are fashion events and content limited to fashion brands – today you see brands of all types leverage fashion, ranging from title-owning Mercedes-Benz Fashion Week, Subway’s runway dress made out of wrappers, Moët & Chandon on the Golden Globes Red Carpet to Intel and HP’s multi-year long partnership with fashion-themed television series Project Runway.
A fashion gumption has the capacity to lift the brand and provide the perception of appearing out-of-the box and cutting edge to consumers. It is important to remember that there needs to be a rhyme or reason behind the partnership. By looking at the core fundamentals of the brand’s objectives and messaging, a mutually beneficial campaign will result in success for the brand and the partner when identifying the common ground in messaging.
For savvy brands and marketers of all types, opportunities are available at a wide range of fee levels (read: very affordable to quite hefty) to create remarkable partners that will rise above the crowd by both media and consumers, while also providing content to significantly drive social media conversations. Brands no longer need to go to Rome to find success with fashion, and almost any brand can create a successful and sales-impacting organic partnership through one of these four platforms.
• Partnering With Fashion Events
Fashion event opportunities exist with large scale events, such as the “official” partners with Mercedes-Benz THE BIG APPLE Fashion Week to smaller Fashion Week offshoots that are often just as press worthy and impactful, including runway shows and celebrity gifting lounges. There are fashion weeks held in cities all over the world, the most prominent in the You. S. being New york Fashion Week and Los angeles Fashion Week held twice a year, in February and September. Also included in the fashion event category are clothier glass display cases held at locations year round or celebrity driven award shows where the red carpet is often the highlight of the night.
Fashion events provide immense traffic and diamond in social media. Based on data gathered by Social Curation and Analytics company Curalate, it was found that during New york Fashion Week 2013, there were 100, 000 related Twitter and Instagram shared by more than 33, 000 unique users. Typically, the top NYFW brand photos generated 37, 448 bad reactions per photo, most of of product-driven. Marketing campaigns are extremely effective when they take place in real-time, live at an event or location. Out of the 100K+ posts that drove the most diamond, 90% were taken on site at the NYFW.
As an example of this social success, Harman-Kardon created a THE BIG APPLE Fashion Week partnership 3 day event to launch their fashion-friendly white headsets, based on their ‘beautiful sound’ platform. During and following the event, the brand’s social media traffic increased by 970%, and they received over 19 million social media impacts and 370 million national press impacts.
• Partnering with Fashion Designers
Whether brands want to establish themselves as risk-taking and groundbreaking, or more proven with long-standing character, custom alignments exist with fashion designers and events whoever personality reflect those same valued features. Celebrity and freshly emerging designers offer opportunities to create validation partners and to liven up brand campaigns, trade events or event point of sale.
• Partnering With Fashion TV Series
Fashion in Television is a constant theme, with series specialized in covering and showcasing fashion trends. Networks such as Lifetime (Project Runway), E! (Fashion Police), Bravo (Rachel Zoe), NBC (Access Hollywood, Extra) all offer sponsorship opportunities as well as options to integrate brands inside the content. Even daily talk shows typically have a fashion portion, which brands can creatively become part of. Additionally, scripted series can provide the basic storylines of fashion similar to the previous hit Sex In the City format. The targeted viewers is typically the desired female demographic, with an average age 25 to forty nine.
Preliminary Compose created a 4 month long digital partnership with NBC’s Fashion Star television series. A branded customized fashion trivia game was developed with a grand prize trip to THE BIG APPLE Fashion Week, supported by ad units across the NBC platform along with the series website and print. Additionally social media drove conversations both from the show’s designers and the brand’s group of fans. The partnership reached more than 14 million consumers, with website visits 184% over goal and sweepstakes entries 85% over goal.
• Partnering With Fashion Bloggers
Fashion bloggers provide a predominant platform to share with you brand fashion driven strategies, and can include consumer trying and sweepstakes components.
Years ago, New york Fashion Week was only for a very exclusive group consisting of the fashion elite and insiders. Today, largely with the help of fashion bloggers – “everyday” girls who have managed to become big time influencers – everything is much more accessible with bigger public appeal. In fact, fashion – above technology, food, sports, travel – is one of the most popular blog categories, with 3 million Google searches a day, second simply to music.