Fashion and design partnerships are the strongest opportunities being leveraged by brands to promote products to people cutting edge trendsetters and influencers that closely follow – and lead – today’s outfits.
Fashion partnerships bring about an enhanced image plus an overall a sense of innovation and hipness on the brand. These partnerships can be different enough to sneak through the clutter, gain consumer interest, attract press, and generate consumer buzz. In fact, fashion, like music, is globally essentially the most popular categories with regard to online consumer interest because it too transcends culture and fights barriers.
No longer are fashion events and content restricted to fashion brands – today the thing is brands of most types leveraging fashion, which range from title-owning Mercedes-Benz Fashion Week, Subway’s runway dress created from wrappers, Moët & Chandon within the Golden Globes Red Carpet to Intel and HP’s multi-year long partnership with fashion-themed television series Project Runway.
A fashion initiative can elevate the company and provide the perception of appearing out-of-the box and innovative to consumers. It is important to bear in mind there needs to be a rhyme or cause of the partnership. By studying the core fundamentals of vehicles’s objectives and messaging, a mutually beneficial campaign will lead to success for both the manufacturer and the partner when identifying the regular ground in messaging.
For savvy brands and marketers of types, opportunities are offered at a lots of fee levels (read: very economical to quite hefty) to generate noteworthy partnerships which will get noticed by both media and consumers, whilst providing content to significantly drive social media marketing conversations. Brands don’t need to go to Paris to seek out success with fashion, and just about any brand can certainly create successful and sales-impacting organic partnership through one of them four platforms.
• Partnering With Fashion Events
Fashion event opportunities exist with large events, such as “official” partnerships with Mercedes-Benz NY Fashion Week to smaller Fashion Week offshoots that happen to be often in the same way press worthy and impactful, including runway shows and celebrity gifting lounges. There are fashion weeks kept in cities across the world, one of the most prominent inside U.S. being New York Fashion Week and Los Angeles Fashion Week held every six months, in February and September. Also included inside fashion event category are dressmaker showcases held at locations all year round or celebrity driven award shows the place that the red carpet is often the highlight on the night.
Fashion events provide immense traffic and engagement in social media marketing. Based on data gathered by Social Curation and Analytics company Curalate, it turned out found that during New York Fashion Week 2013, there have been 100,000 related Twitter and Instagram shared by greater than 33,000 unique users. On average, the highest NYFW brand photos generated 37,448 interactions per photo, many of which were product-driven. Marketing campaigns are really effective whenever they take place in real-time, live in an event or location. Out on the 100K+ posts that drove probably the most engagement, 90% were taken on site on the NYFW.
As an illustration of this this social success, Harman-Kardon launched a NY Fashion Week partnership 3 day event to produce their fashion-friendly white headphones, determined by their ‘beautiful sound’ platform. During and following your event, vehicles’s social websites traffic increased by 970%, and so they received over 19 million social media marketing impressions and 370 million national press impressions.
• Partnering with Fashion Designers
Whether brands wish to establish themselves as risk-taking and groundbreaking, or even more proven with long-standing character, custom alignments exist with fashion designers and events whose personality reflect those self same valued traits. Celebrity and newly emerging designers offer opportunities to generate endorsement partnerships also to liven up brand campaigns, trade events or event point of sale.
• Partnering With Fashion TV Series
Fashion in Television is really a constant theme, with series about covering and showcasing products. Networks including Lifetime (Project Runway), E! (Fashion Police), Bravo (Rachel Zoe), NBC (Access Hollywood, Extra) all offer sponsorship opportunities along with options to integrate brands directly into the content. Even daily talk shows normally have a fashion segment, which brands can creatively enlist with. Additionally, scripted series can supply the basic storylines of fashion similar to your previous hit Sex In The City format. The targeted viewer is commonly the coveted female demographic, with the average age 25 to 49.
Pilot Pen designed a 4 month long digital partnership with NBC’s Fashion Star television series. A branded customized fashion trivia game was created with a grand prize holiday to NY Fashion Week, sustained by ad units over the NBC platform with the series website and print. Additionally social networking drove conversations both in the show’s designers and the company’s group of followers. The partnership reached over 14 million consumers, with website visits 184% over goal and sweepstakes entries 85% over goal.
• Partnering With Fashion Bloggers
Fashion bloggers supply a very strong platform to discuss brand fashion driven strategies, and may include consumer sampling and sweepstakes components.
Once upon a period of time, New York Fashion Week was just for a very exclusive group consisting from the fashion elite and insiders. Today, largely with the aid of fashion bloggers – “everyday” girls that have managed to become big influencers – things are much more accessible with wider public appeal. In fact, fashion – above technology, food, sports, travel – is essentially the most popular blog categories, with 3 million Google searches per day, second merely to music.