Collaboration Ideas for Fashion Week 2017
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With a new Fashion Week season just a few weeks away, now is the perfect time to start securing influencers, whether you plan to have a physical presence at Fashion Week destinations or not. By using influencers to share new looks and bolster your brand awareness, you can leverage heightened buzz around fashion while engaging directly with your target audience. Here are some of our favorite collaboration ideas that don’t involve competing for runway coverage.
Commission Editorial Content
Successful influencers aren’t just relatable – they also know how to take stunning photos and create imaginative, editorial-quality scenes that draw in their followers. Fashion Week is an opportunity to invite more creativity, innovation and imagination than usual. Give influencers around the world a chance to stage your newest looks in fantastic settings, from mossy forests to cobblestone streets. When you think of the potential for influencers to create professional-quality editorial content, the value of these collaborations goes far beyond your influencers’ immediate consumer reach.
Host Local Events
If you’re looking to enter a new global market or simply want to bolster your presence in key cities, hosting local influencer events can be a more effective use of time and resources than fighting for attendees and attention in Manhattan, London or Paris. Aside from the opportunity to put new products directly in bloggers’ hands, you also get the chance to form a personal relationship with influencers, which can pay long-lasting dividends. Even if you don’t have store-ready product for Fashion Week, hosting an event where you can show runway footage or a behind-the-scenes look at next season’s styles will inspire new content and influencer loyalty for your brand.
Gift Mindfully
Influencers receive a lot of gifts from brands during Fashion Week, and most brands don’t take the time to personalize them. Choosing a uniform product might be easier or more cost-effective, but selecting a piece that fits an influencer’s personal style will pay big dividends in the long run. Scroll through an influencer’s posts to see what kinds of pieces they wear often, and always be sure to get the right size. Monogramed gifts like jewelry or luggage with a blogger’s initials are especially meaningful and sure to land additional exposure even after Fashion Week.
Put Your Brand to Good “Use”
Collaborating in a way that makes influencers’ lives easier during Fashion Week (putting your brand to “use”) can give more bang for your buck. Offering shuttle service to influencers in branded cars is a great example since it gives you double the impact of a regular collaboration: visibility at the festival itself and exposure across your influencer’s audience online. Branded totes for carrying gifts, garment bags and luggage can offer visibility as well, and beauty brands can consider renting a high-traffic common area to create a “style lounge” for influencers at a popular hotel. Whatever you decide, make sure you outline the expectations for bloggers so you see the full impact of your collaboration investment.
Let us help you.
We have arranged branded cars at the past two NYFW seasons and will again offer the service this year. Working intimately with top influencers, we also know which ones will or won't attend various Fashion Weeks and can curate guest lists for events or shows. Interested in custom ideas for your brand? Get in touch with us at hello@shoppinglinks.com!