Whether you are an individual designer or representing a brand, there’s little question of the great positive impact that a well-organised fashion event can have.
We are certainly in a good position to appreciate this here at Château Bouffémont, as our own resplendent venue – just 30 kilometres from one of the world’s undisputed fashion capitals, Paris – has previously hosted many successful fashion shows.
However, amid all of the aspects of planning a fashion event that are undoubtedly important – such as picking the right venue, finding a promotional event catering company and focusing on all of the finer aspects of the models and styling – it can be easy to forget about so many of the most vital elements of marketing such an event.
You may even attempt to leave the task of promoting your fashion event to the show’s production team, which is a big no-no. So, what are some of the best and most effective fashion show marketing tips?
Make good use of high-quality photography
Taking just any random photographs of your fashions isn’t enough to effectively promote your event, as you will also need to ensure those images say all of the right things about your brand and event.
At the very least, the images you take should be of a high resolution and taken from several different angles, not only so that prospective attendees can get a more rounded sense of what your outfits look like, but also to communicate a sense of dynamism to get them excited.
Ideally, your images should also be professionally taken. However, if your budget doesn’t allow for this, it’s possible to at least create a comparable sense of professionalism by hanging a white sheet over a large sunny window as a backdrop for your images.
Put together an eye-catching and engaging flyer
As the Sheffield, England-based agency DS Creative has outlined, print marketing still retains its relevance even deep into the digital age, in part because of how traditional and contemporary elements of marketing can interface with each other.
Any flyer or other printed marketing material about your upcoming fashion show should certainly include the URL of your main website, accompanied by information on your social media presence.
Flyers and leaflets may make particular sense when your fashion event is to take place within or in close proximity to a major city. Hence, when designing your flyer for the upcoming fashion show, consider the professional flyer printing in Burlington, ON or from where your event is going to take place.
It is here, after all, where there may be many fashion and beauty-related businesses and organisations – ranging from shoe shops and fashion outlets that are not in direct competition with you, right through to hair and nail salons – that may be receptive to displaying your flyers on their premises.
Beef up your online marketing efforts
While you probably won’t be surprised by our suggestion that much of your marketing for your fashion event should be centered online, there are many smaller touches that you may not have tried, beyond simply setting up some regularly-updated social media pages.
If, for instance, you already have a strong website, have you considered establishing a separate ‘splash’ page solely for the event? This may be especially helpful if you want to cultivate a lot of fuss about your event in the search engine rankings, with much the same able to be said for listing the event on such platforms as Eventbrite and Facebook.
Another innovative approach you can use is AI-generated models to promote your fashion event on social media without revealing your actual designs. With the help of platforms like Hautech.AI, you can create visually stunning, or abstract representations inspired by the theme of your collection, showcased on these AI models. This can spark curiosity and excitement, and give your audience a sneak peek without revealing specific details of your designs. Pair these visuals with engaging captions and hashtags to build anticipation while maintaining exclusivity around your event.
Follow the above tips, and you will stand a much stronger chance of holding a fashion event that attracts plenty of interest, both at the event itself and in accompanying media, all of which can have very positive implications for your brand.
For further ideas of what you need to think about when you are marketing a fashion event, take a look at these other words of wisdom from a Victoria’s Secret Fashion Show producer, on the Entrepreneur website.