Fashion Week's influence on the Paris market, and its impact on local and international brands, is not negligible. A recent Launchmetrics study published that "the media impact value of Women's Fashion Week is 132 million euros".The actions carried out by the brands participating in this event have made Paris a capital of physical and digital fashion.
Fashion Week has a strong influence on the brand and the environment. The impact on a brand translates into increased media coverage, brand awareness and positive sales performance. As for Fashion Week's impact on the retail trade, the result is reflected - for all service activity, catering, events, local commerce and much more.
Fashion Week welcomes up to 100 fashion brands and at least 5,000 guests. A luxury clientele that has a positive impact on the local community.
What's in it for Fashion Week brands? retail brands or local local brands?
It offers fashion brands a platform to present their latest collections to a vast audience of buyers, media and retail industry professionals. Fashion Week increases brand visibility and exposure, which can lead to more sales and collaborations.
Events around Fashion Week can provide networking opportunities for fashion companies, the chance to connect with other industry professionals and potential partners. It also gives them an overview of new trends, colors new trends, colors, patterns and fabrics. What's more, as fashion shows are real spectacles, it's also an opportunity for brands to create a buzz on social networks. Several trade shows welcome professionals during Fashion Week, including Who's Next, Tranoï, Welcome Edition, Texworld Evolution, Première Vision Paris and others.
What's the point of Fashion Week for the general public?
It's at fashion shows that the general public can discover the latest trends from fashion houses, and thus generate the desire to buy. It also allows customers to learn more about their favorite designers and brands, including their design philosophy, inspiration, ethical or sustainable practices...
To what extent are retailers opportunities offered by Fashion Week? Fashion Week?
This is a real opportunity for brands, thanks to the implementation of the following actions:
Participate happening
By presenting their products (and the possibility of creating a capsule collection related to the event), by organizing their own event (organizing a trunkshow in a new location during Fashion Week), or by being present at the event (taking part in the runway). This can help them increase their visibility, which in turn can lead to higher sales. Several events took place in Paris during Fashion Week: pop-up stores (such as Asics, Art comes first, Celestial Nephila), exhibitions (such as LV dreams or the Chanel à Saint-Laurent exhibition at Christie's) or evening events (such as theANCRÉ evening at le Silencio Club).
Plan collaborations between brands participating in Fashion Week and local brands.
A fashion brand might collaborate with a local patissier on a limited edition cake. They could also collaborate with local artists to launch a capsule collection. For example, an illustrator or painter could contribute to the design textile prints. The brand will integrate this design and use it throughout the capsule collection. Fashion Week's must-see collaborations included MM6 Maison Margiela X Salomon, Lacoste X Venus Williams, Koché X AC Milan X Puma, Superdry X Beabadoobee, Desigual X Johnson Hartig and Pataugas X Fondation OPEJ.
Promoting in-store events
It's important to promote in-store events during Fashion Week. The brand can offerpersonal styling"or themed photo shoots.
Using social media and digital marketing
Brands need to leverage social media and digital marketing to create buzz around their products and events during fashion week. In an omnichannel context, it's important to highlight all points of contact, online and offlineto give consumers a unique and intense experience. Schiaparelli's fashion show shocked spectators and turned into a viral message on social networks.
Create a capsule collection inspired by Fashion Week
Retailers can also create a "Fashion Week" collection that aligns with the latest trends presented at the event, helping them to attract customers looking for an exclusive (and/or limited) offer.
To what extent does Fashion Week have an impact on local retail outlets?
The local retail environment can benefit from Fashion Week on several levels. It caters to an international clientele looking for authenticity and uniqueness, and a local clientele looking for novelty.
Increase sales
The latest collections and trends presented during fashion week increase consumer interest and demand for fashion items.
Propose a more relevant offer to customers
La Fashion Week allows us to predict future trends that will be offered for the next next next season. Styles, colors, materials, volumes or prints; the trends of the months following fashion week are strongly influenced by it. What's more, there are some brands will even tend to reproduce strongly similar garments à those presented during fashion weekbut at very competitive prices
Media coverage
This event to generate excitement and draw more attention to a brand's products. When posting on social networks, the brand uses hashtags related to the event (among the most frequently used hashtags during Fashion Week, #pfw, #parisfashionweek#hautecouture and #viral). Most fashion houses offer a livestream of the show. livestream of their activities: fashion shows, shows... via social networksa way of make this type of event more accessible.
How do national events like Fashion Weekcontribute to the development of local commerce?
It's up to retailers to take advantage of these national events to achieve a marketing or communication objective. Fashion Week can bring large numbers of visitors to a specific area, which can increase footfall in local stores. This can lead to increased sales and exposure for local retailers. It can also attract tourists to the area, which can have a positive impact on local retailers and the local economy as a whole. A local brand can organize a "fashion show" during Fashion Week to showcase its unique products or collection.
What's more, such an event can provide a platform for local retailers to showcase their products and services to a wider audience, which can increase awareness and visibility for their business. With this in mind, several retailers could get together to organize an ephemeral store, and liven it up with activities. Fashion Week represents a strategic "tool" for a fashion brand. To reach its ultimate consumer target, the fashion brand invests in campaigning.Instead of following a traditional lifecycle, the design-to-market time for certain products is reduced to a few days; the product is thus exposed to high demand.Fashion brands are invited to rethink their models in response to "See-now-buy-now", or, "off-catwalk and in-store ".This means implementing an omnichannel strategy, with a strong investment in digital, social and transactional channels.
In conclusion, Fashion Week can contribute to community development by creating a sense of pride and unity, and by encouraging customers to stay stay longer and store locally. Overalla Fashion Week can result in economic impact on the local retail industry, as well as on a brand's overall community development. of a brand.