The typical design to runway process goes like this: spend loads of time thinking of your designs, planning your products, and finish just in time to launch a collection for the runway. Rarely do designers start planning far enough in advance to make the best use of their time and resources when launching their collection.
Luckily we’re bringing you our learnings from running over 50 events and numerous live shoppable activations on the runway and in-stores. Here our our best practices in how to best digitally activate your runway or launch event:
WHY THE ‘RUNWAY’ STILL MATTERS
Runway shows have a lot of glitz and glamor associated with them so they make for a great reason for your shoppers and press to attend your event and experience your brand (especially outside of NYFW). Don’t miss the opportunity to use the moment and excitement of a runway show to your advantage, just make sure you use it effectively!
Create a story or moment behind your show. Why did you start designing? Where are you from? What inspired you? Who are you designing for or what fashion problem are you fixing? The sooner you can start thinking about the story the better – whether it’s your brand story or the story behind the collection attendees want to connect with the story you present to them!
CREATING YOUR MOMENT
Once you have identified your story, it’s time to pick your moment. When will you launch? How will what you do amplify your brand message or story? Whether you tie into the traditional fashion calendar or not, there may be parts of your story that you can associate with dates or events that make sense to promote your product. For example, at Nineteenth Amendment, we went off-season for an exclusive trunk show at Lord & Taylor called Nineteenth Amendment People. The date fell just around voting season and the shoppable event featured voting themed activities that helped engage attendees. Your own moment should speak to your brand and what it stands for!
DEVELOPING YOUR STRATEGY
When launching a collection, whether on the runway or not, you have to have a solid digital marketing strategy. At Nineteenth Amendment, we think the best way to leverage your event is to include a live video stream that brings your non-local fans to the front row. For February Fashion Week 2018, we partnered with 1800flowers to broadcast a live editorial photoshoot featuring mini interviews with models, stylists and more! The added benefit to tying in partnerships is the ability to cross promote your video and marketing materials through their social channels! What’s even better? Live video is effective and relatively cheap! All you need if your cell phone and a steady hand 🙂
BUILDING A TRIBE
Fashion is a source for amazing content and entertainment but if you are a brand, you want to make sure you are getting your collection in front of the right people who can purchase your products and share your message. Be sure to curate in-person experiences with the right people – whether it’s your first 20 customers getting VIP status or the first ten bloggers you work with, make sure you are reinforcing your brand with people who care and are committed to helping you grow.
Watch the full video presentation below and get some bonus fashion trend tips for fall 2018 from Polychrome.
Tell us what you think and what you have used that worked in your own runway and launch events and, if you’re ready to launch your collection the smart way on Nineteenth Amendment, start your brand below!