New York Fashion Week can be a great way for emerging fashion brands to introduce their collections and gain exposure within the industry. Many up and coming designers will approach us here at AMP3 PR looking for help with a runway show during NYFW, but we’ve discovered that a traditional show is not always the best route. In this #Amplified video, we discuss some non-traditional ways indie brands can make the most out of NYFW for the least investment.
- New Media Opportunities: It’s not only about getting your show written up or reviewed in the top print outlets like WWD and Vogue anymore. There are new digital opportunities that will get you far more visibility and brand awareness with the consumer. Consider pitching the media for Facebook Live coverage of your show, or having their editors come to do Snapchat or Instagram stories of your runway. All the top magazines now have people on staff who actually have the title “Facebook Live Producer” and this opens up a whole new category of people to pitch. Elle Magazine’s Facebook page has 4.9 million fans, so a livestream from their channel would get you significantly more mileage than their print edition would. If you go this route, make sure you have all of your own social media channels up to speed and a point person set up to capitalize on this by interacting with fans and reciprocating any feedback or shares so that your brand gains eyeballs and new followers in the process.
- The New Front Row: You can assume that Anna Wintour’s calendar is fully booked for NYFW and as a new brand it’s going to be tough to get the top editors from the biggest outlets to attend your show. Instead, focus on influencers who really stand to move the needle for you and partner with them to have them sitting front row, covering your runway in real time. Take it a step further by dressing the influencers in your new collection. They are sure to share images of their look for the event and this will have their fans asking how they can get their hands on your goods.
- Off-Site Venues with Turnkey Solutions: The official shows at NYFW can run you $60,000 just for the venue rental alone–which is generally not feasible for emerging brands. Instead, consider some of the off-site shows that offer turn key solutions. Events like the Nolcha Shows, MADE, and Style 360 offer packages that include model casting, hair & makeup, front-of-house, PR, backstage, lighting, sound and production for an all-inclusive rate (options starting in the $5K – $10K range), so that designers can focus on what they do best (their craft), and leave it to the pros to execute the show. Venues like Nolcha allow you to choose from a variety of options from runway to exhibition, and solo shows or collective shows, giving you a chance to be as cost effective as possible.
- Thinking Outside the Box: Sometimes the best solution is not to do a show at all. There are other ways new brands can gain exposure during NYFW for a fraction of the cost. There are several lounges and exhibition style events throughout the week where brands can have their collections on display and gift product to key tastemakers in the industry. There are also publicity opportunities where editors collect a round-up of sketches and quotes on what inspired a designer for the season–a great way to get your brand some visibility without spending money at all. Finally, you could look into dressing a celebrity to attend NYFW events on your behalf. Prices range depending on the size and scale of the celeb, but this will typically lead to press and social media coverage and is an easier way to make a mark during fashion’s biggest event.
Check out the full video below and stay tuned for our next video in the #Amplified series. Don’t forget to subscribe and follow us on social media: @amp3pr.
Looking to amplify your brand? Reach out to us at: firstname.lastname@example.org or 646-827-9594.
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