Dora Maar CEO Lauren Wilson discusses how to strategically leverage New York Fashion Week for marketing and business growth, emphasizing the shift from traditional runway shows to a broader experiential event. She shares how her luxury e-tailer, focused on curated resale from fashion icons, utilizes digital capabilities and networking to stand out in a competitive retail landscape and drive commerce.
Key takeaways
Fashion Month has evolved beyond designer collections; brands must now implement innovative marketing tactics and commerce plays to cut through the noise.
Strategic use of digital capabilities is crucial for showcasing products and building brand presence during large-scale events like NYFW.
Leverage networking opportunities during major industry events to foster business growth and partnerships.
The curated resale model, particularly with items from fashion icons, presents a unique selling proposition in the luxury e-commerce space.
Embrace experiential retail and 'phygital' strategies to create engaging customer journeys and brand interactions.
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, as driven by technology.
First up is Lauren Wilson, founder and CEO of Dora Maar, the luxury e-tailer that allows shoppers to buy from the closets of fashion icons. Along with sharing New York Fashion Week's importance to her evolving business, she discusses her plans for taking advantage of marketing and networking opps throughout the week. This episode was recorded amid bustling NYFW, in Showfields' NoHo location.
Related reads:
NYFW designer Jackson Wiederhoeft on learning from Thom Browne and gaining the CFDA’s support
Fashion Briefing: Inside the rise of influencer-driven resale sites
Fashion Month has evolved beyond designer collections; brands must now implement innovative marketing tactics and commerce plays to cut through the noise.
What does this episode say about dtc strategy?
Strategic use of digital capabilities is crucial for showcasing products and building brand presence during large-scale events like NYFW.
What does this episode say about retail & omnichannel?
Leverage networking opportunities during major industry events to foster business growth and partnerships.
What does this episode say about influencer & creator?
The curated resale model, particularly with items from fashion icons, presents a unique selling proposition in the luxury e-commerce space.
What does this episode say about brand & content?
Embrace experiential retail and 'phygital' strategies to create engaging customer journeys and brand interactions.
