Fashion Month Edition: NYFW designer Jackson Wiederhoeft on learning from Thom Browne and gaining the CFDA's support
The Glossy Podcast · with Jackson Wiederhoeft · September 9, 2023 · 19 min
Summary
This episode explores how emerging designers like Jackson Wiederhoeft leverage New York Fashion Week (NYFW) as a strategic platform for brand building and commercial success. It highlights the evolving landscape of fashion month, emphasizing innovative marketing, digital capabilities, and the business advantages of industry support like CFDA membership. Ecommerce operators can gain insights into how even highly creative, theatrical brands approach market competition and strategic growth.
Key takeaways
NYFW is no longer just about collections; it's a strategic marketing opportunity for brands to cut through the noise with innovative commerce plays.
Leveraging advanced digital capabilities is crucial for designers to effectively showcase products and engage with a wider audience.
Theatricality and a strong brand narrative, like Wiederhoeft's, can be a powerful differentiator in a competitive retail landscape, appealing to both industry and consumers.
Gaining support from organizations like the CFDA provides significant business perks and validation for emerging designers, aiding in brand building and commercial viability.
Mentorship, as exemplified by Wiederhoeft's time with Thom Browne, can profoundly shape a designer's aesthetic and business acumen.
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 emerging designer Jackson Wiederhoeft, whose training includes Parsons School of Design and three years under Thom Browne. Like Thom Browne’s, Wiederhoeft's collections are decidedly theatrical, whimsical and, therefore, perfectly suited to a runway. He discusses the importance of taking part in New York Fashion Week, as well as the business perks of his recent honor of being named an interim CFDA member.
Related reads:
Dora Maar CEO Lauren Wilson on leveraging NYFW’s marketing opportunities
Luxury Briefing: The new designer brand playbook champions lifestyle and accessibility
NYFW is no longer just about collections; it's a strategic marketing opportunity for brands to cut through the noise with innovative commerce plays.
What does this episode say about brand & content?
Leveraging advanced digital capabilities is crucial for designers to effectively showcase products and engage with a wider audience.
What does this episode say about finance & fundraising?
Theatricality and a strong brand narrative, like Wiederhoeft's, can be a powerful differentiator in a competitive retail landscape, appealing to both industry and consumers.
What does this episode say about dtc strategy?
Gaining support from organizations like the CFDA provides significant business perks and validation for emerging designers, aiding in brand building and commercial viability.
What does this episode say about dtc strategy?
Mentorship, as exemplified by Wiederhoeft's time with Thom Browne, can profoundly shape a designer's aesthetic and business acumen.
