Vogue editor Anna Wintour once said, “There’s a new kind of woman out there. She doesn’t have time to shop anymore. She wants to know what and why and where and how.”
At the recent New York Fashion Week, designers were not only putting on epic runway shows, but they were also using a variety of digital marketing channels to communicate the what, why, where and how of the event to a wider audience. Just a few short years ago, style admirers unable to attend fashion’s biggest week would have to wait until post-show news coverage to learn more about their favorite brands’ new looks.
Now, by combining the many new social media outlets and more traditional digital channels like email, designers can reach their audience like never before. Whether it’s an Instagram video of the runway show or an email invitation for a live streaming viewing party, big-name fashion houses seem to have embraced Wintour’s sentiment – reaching their audiences on the channel they prefer.
To see how fashion designers were promoting their new collections and communicating with fashion fans during New York Fashion Week 2013, we decided to analyze the digital marketing habits of 15 popular designers throughout the week. See how they stacked up in the infographic below:
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