NEW YORK: StyleCaster Media, Ford Motor Company, and the 92nd Street Y have partnered to organize the “State of Style Summit” on February 7, which will use digital tools to promote high fashion.
The event will include discussions about digital media trends, consumer purchasing behavior, and the relationship between style and design. Through panels, consumer research, and Q&As, fashion executives will discuss the communications and design potential of new media in the fashion space.
The companies will also present research from StyleCaster's State of Style report, which was commissioned with Empirica Research. It will include data about branding, purchasing, and design trends among style consumers.
“Were really trying to beak down the doors and talk about the impact that social and digital are having on the style space and really start to get to the roots of the issues that are affecting consumers, brands, and marketers in this market,” said Ari Goldberg, CEO of StyleCaster.
For Ford, involvement in the initiative is a way for the brand to position itself among powerful influencers and connect more closely with consumers, said Marisa Bradley, consumer media communications manager at the automaker.
“We know design and style resonate and are extremely strong passion points for our customers and consumers in general,” she said. “We're on the heels of an unprecedented number of vehicle launches this year, and we're really using design and style to connect even closer with our customers.”
Bradley added that because design and style resonate strongly among consumers, Ford's involvement allows it to communicate with a new audience to bring a story to life that consumers may not have expected.
“It's trying to bring to life a new way of looking at cars,” she said. “It's not just about getting from point A to point B anymore.”
StyleCaster handled its PR in-house. Ogilvy PR Worldwide is handling communications for Ford.