Hijacking Fashion Week

An article in Fast Company looks at how brands are associating themselves with Fashion Week’s around the globe to raise their profile:

Fashion Week means big-time exposure for up-and-coming, as well as, seasoned designers, but also even bigger exposure to brands that hope to capitalize on the throngs of people making their way to the tents. Mercedes-Benz already sponsors Fashion Weeks in Singapore, Australia, Hong Kong, and Canada.

According to Fashion Week Daily, more than 14,000 people per day visited the tents at Bryant Park in February 2005; this doesn’t include the number of people who watch the shows from streaming video on the Internet. For an event sponsor, like Olympus or Mercedes Benz, or even a regional sponsor, this means direct access to the movers and shakers of the fashion world — the celebutants, the designers, the buyers, and the media.

Using Fashion to Tap Into the Female Consumer