The Mercedes-Benz-sponsored Fashion Week, which is up and running at New York City's Bryant Park, is destined to attract the media, as well as passersby who hope to catch a glimpse of all the glamour and action at this event.
This industry event showcases designers' upcoming collections, gives the press an opportunity to preview designs for the new season, and offers retailers a chance to purchase product or incorporate the designers into their marketing agendas.
Fashion Week was largely attended by buyers for major stores, the media, celebrities, and members of the fashion industry. But this year, New York Fashion Week organizer IMG is issuing press credentials to more bloggers than ever: part of the "new media" group, which accounts for 10% of the overall media list.
Why does it matter?
The event itself lasts a mere week, but PR folks can keep the media interested and the momentum going afterward.
"[Make] sure you really cover the fast-breaking media," advises Adnan Abbasi, account director of Factory PR.
"It's about servicing all the major papers and [Internet] outlets with five to 10 of the best photos from the collection right after the show. With long-lead magazines, there is some time, and they usually will request images or look books," adds Abbasi, "but consumers nowadays have instant access. If you can get information into their hands as quickly as possible, that's going to help [your] brand." The goal is to get the media to include a mention of an image within weeks after the show.
PR people can also follow up with TV crews or service them with b-roll from the actual fashion show for a later run. "The residual from all of this can go for weeks and well into the next season," Abbasi notes.
1 The first Fashion Week, called "Press Week," was put together in New York City in 1943 to showcase American designers for fashion journalists.
2 Sixty shows will go on this season, with 3,500 registered press contacts and 500 to 1,000 unregistered media, including stylists, blogs, Web sites, and photographers.
3 The most prominent Fashion Weeks are held in the fashion capitals of Paris, London, New York, and Milan, though the event occurs in 29 cities all around the world.
4 Project Runway has been working with Fashion Week for three seasons now, attracting contestants who are vying to have their collections featured.
5 Designers work with corporate sponsors. This season, The American Legacy, Sally Hansen, Vogue, and Moet are sponsoring designer Tracy Reese (whose fashions are pictured above). Reese, a designer with a boutique in New York's Meatpacking District, will be unveiling her own collection.