This week, on Mindshare’s Culture Vulture Live, Gabrielle McNair explores how brands are making Fashion Week accessible for everyone.
New York Fashion Week is known for two things: haute couture and exclusivity. You need special credentials just to get into the lobby – and invites from the designers to go to their shows.
But more and more, we’re seeing brands use social platforms to make Fashion Week accessible for everyone—from Twitter to Instagram to Snapchat and beyond. In fact, from Friday to Monday alone, designers Periscoped 47 live streams from Fashion Week shows. There were broadcasts from Caroline Herrera, Tommy Hilfiger, BCBG, and more.
Here at Mindshare, our TRESemme client also ran a wide range of media programs, designed to bring Fashion Week to you. If you haven’t already, check out our partnerships with Snapchat and Tumblr. And our longstanding StyleSetters series on YouTube, which takes you behind the scenes.
These Fashion Week activations represent a larger opportunity for brands and marketers. Insider access is a big incentive for consumers to follow your brand on social media. And while luxury brands normally pride themselves on exclusivity, those marketers in particular can use events like Fashion Week to give a slice of the high life to everyone. You can drive a lot of positive buzz and engagement in doing so.
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