Gearing Up for Fashion Week

Twice a year couture and luxury designers of fashions and accessories pack the pearly white tents of Bryant Park, as well as other lavish venues throughout New York.

One of those venues will be showcasing up and coming New York designer, Patrik Rzepski. Patrik has been lauded as Top Young New York Designer by Vogue and his collection has been reviewed by such publications as the New York Observer and New York Times.

Fashion Week, the bi-annual event held every February and September, offers an incredible opportunity to seed product with celebrities and reach key influencers. While Fashion Week remains a couture event, IMG - the global sports and entertainment management powerhouse - has in recent years extended the marketing reach to more mainstream (upscale) audiences via its media engines and various distribution platforms. Today, Fashion Week includes as many "non-endemic" marketing partners as endemic fashion brands such as MAC and Lord & Taylor. W Hotels, American Express, Mercedes-Benz and DHL among many others have found creative ways to activate their tie-in onsite and via these various media platforms.

Two things to think about as you craft out your fashion week marketing strategy...

As a property, are you finding creative ways to make your property more friendly to non-endemics? As a brand marketer, are you aware of all of the marketing opportunities available, outside of the tents?