For ecommerce operators in fashion, Alice McCall makes a compelling case for the enduring value of traditional runway shows. She details how meticulously crafted shows, from music to custom accessories, create a powerful brand halo effect, driving aspirational brand perception and ultimately, sales. This episode reveals the strategic and creative effort behind maximizing ROI from such high-profile events.
Key takeaways
Embrace the 'halo effect' of high-impact presentations; invest in runway-specific products like 'spicier' collections and custom accessories to maximize visual impact and media attention.
Actively manage all creative elements of a brand presentation, from music selection to model casting, to ensure a cohesive and impactful brand message.
Prioritize strategic partnerships (e.g., New York Fashion Week debut) even with tight timelines, as they can significantly amplify brand reach and perceived prestige.
Utilize visually striking elements in your product design that are specifically tailored for high-visibility events, understanding how they translate to broader business opportunities.
Understand the link between aspirational brand presentation and consumer demand; design for desire to maximize a 'show's' impact on sales and brand building.
As other designers reconsider the role that runway plays in their businesses, Alice McCall is just getting started at New York Fashion Week. For her debut runway show, which took place Saturday morning, the Australia-based designer said she embraced the exact elements of the production that others find to be distracting. That included planning the music; choosing the hair and makeup, and coordinating accessories; overseeing model castings and even designing punchier products that make for a splash on the runway. It all had to come together fairly quickly, too, as it was only in December when McCall decided to show in New York. For the latest episode of the Glossy Podcast’s NYFW series, she shared what she believes to be the benefits of a traditionally formatted runway show, which includes a “spicier” collection, specially designed shoes and bags, and the runway’s lasting halo effect.
Embrace the 'halo effect' of high-impact presentations; invest in runway-specific products like 'spicier' collections and custom accessories to maximize visual impact and media attention.
What does this episode say about dtc strategy?
Actively manage all creative elements of a brand presentation, from music selection to model casting, to ensure a cohesive and impactful brand message.
What does this episode say about retail & omnichannel?
Prioritize strategic partnerships (e.g., New York Fashion Week debut) even with tight timelines, as they can significantly amplify brand reach and perceived prestige.
What does this episode say about brand & content?
Utilize visually striking elements in your product design that are specifically tailored for high-visibility events, understanding how they translate to broader business opportunities.
What does this episode say about brand & content?
Understand the link between aspirational brand presentation and consumer demand; design for desire to maximize a 'show's' impact on sales and brand building.
