Fashion Month is entering a new era where strategic approaches, innovative marketing, and digital capabilities are paramount for brands to stand out. This episode with Adeam's Hanako Maeda breaks down how luxury fashion brands can maximize their presence at events like NYFW, emphasizing the unique benefits of physical shows over digital content and the importance of experiential marketing to cut through the noise in a competitive retail landscape.
Key takeaways
Fashion shows offer unique brand-building benefits that digital lookbooks and social media can't, including deeper connections and immersive experiences.
Strategic integration of digital capabilities and innovative marketing tactics are crucial for brands to maximize their ROI from fashion month events.
Physical retail spaces can serve as important activation points during fashion week, enhancing the experiential aspect for customers and industry insiders.
Leveraging celebrity endorsements and a strong brand identity (e.g., 'Made in Japan') can significantly elevate a brand's profile and appeal.
The intersection of artistic inspiration (like ballet) and commercial strategy is key to creating distinctive collections that resonate with consumers.
It’s a new era for fashion month, where designer collections are just one piece of the pie. As brands across price points and specialties aim to compete in the increasingly competitive retail landscape, more are taking advantage of the opportunity and approaching it strategically. They’re cutting through the noise with innovative marketing tactics, introducing new commerce plays and leveraging advanced digital capabilities to best showcase their products. In this podcast series, running throughout Fashion Month Spring 2024, Glossy and influential leaders are breaking down the evolution of the experiential event.
In this episode, we sit down with Hanako Maeda, the founder, CEO and creative director of the luxury fashion brand Adeam. Made in Maeda's home country of Japan, Adeam's clothes have been a favorite of Asian and Asian-American celebrities like Harry Shum Jr. and Naomi Osaka. Maeda talks about how ballet shaped her latest collection, how brands can make the most of a slot at NYFW, and how a fashion show can benefit a brand in ways that lookbooks and Instagram posts can't. This episode was recorded in the midst of NYFW at Showfields' store in NoHo.
Related reads:
NYFW designer Hanako Maeda on testing ‘the limits of digital’ during the pandemic
Are fashion week parties really worth the expense?
Fashion shows offer unique brand-building benefits that digital lookbooks and social media can't, including deeper connections and immersive experiences.
What does this episode say about dtc strategy?
Strategic integration of digital capabilities and innovative marketing tactics are crucial for brands to maximize their ROI from fashion month events.
What does this episode say about retail & omnichannel?
Physical retail spaces can serve as important activation points during fashion week, enhancing the experiential aspect for customers and industry insiders.
What does this episode say about influencer & creator?
Leveraging celebrity endorsements and a strong brand identity (e.g., 'Made in Japan') can significantly elevate a brand's profile and appeal.
What does this episode say about brand & content?
The intersection of artistic inspiration (like ballet) and commercial strategy is key to creating distinctive collections that resonate with consumers.
