Do Fashion Week's tents benefit marketers?

Brands set up shop hoping to reach thousands of influencers and media each day. Beauty brands made the most sense and were a natural fit...

Brands set up shop hoping to reach thousands of influencers and media each day. Beauty brands made the most sense and were a natural fit with fashion. Tresemme offered free hair blowouts and information on products while Maybelline offered makeovers and tips for runway looks.

Beauty aside, Palm offered interesting information that catered to the fashionista crowd, including cool PDA covers from artists and demonstrations of phone applications. Amex provided an NYC concierge service at the tents and is holding a 3.1 Phillip Lim (client) show for card holders Friday, September 18 – really smart.

While I appreciated the free cappuccinos and lattes from McDonald’s in their McCafe, I’m not sure this venue hits their target. Kraft’s LU Biscuits enlisted Erin Fetherston to lend her image to their tin. Biscuits and fashion don’t seem like a natural fit, but someone like Erin Fetherston gives the brand an aura of cool. Lastly, everyone needs a refreshment and O.N.E. water made an impact. Plastic bottles were replaced by white paper boxes – a smart eco-friendly statement.

This is my last blog, and I’m glad to report it was a great Fashion Week with lots of interesting new collections and star-studded late-night events. One of the highlights was the T: The New York Times Style Magazine’s fifth-anniversary celebration in the Standard Hotel’s the Boom Boom Room.

The shows also highlighted the trend that anyone can have a voice with texting and videos on-site gaining a stronger following. Let’s hope the consumers return to the stores this fall and shop.

Leslie Stevens, partner, LaForce & Stevens

Have you registered with us yet?

Register now to enjoy more articles and free email bulletins

Register
Already registered?
Sign in

Would you like to post a comment?

Please Sign in or register.