This episode reveals how New York Fashion Week (NYFW) adapted to the pandemic by shifting to digital presentations, forcing designers to innovate with fashion films and digital content. It explores the "festivalization" of NYFW, signifying a move towards more public-facing, experiential events. Ecommerce operators can learn about balancing physical and digital experiences, optimizing budgets for creative content, and democratizing brand engagement beyond traditional exclusive formats.
Key takeaways
Designers shifted budgets from physical shows to 'cinematic' digital content production during virtual fashion weeks, indicating a need for brands to be agile in content creation during disruptions.
The concept of "festivalization" of NYFW highlights a trend towards more public-facing and experiential fashion events, suggesting brands should explore broader consumer engagement strategies beyond exclusive industry showcases.
Balancing physical and digital presentations is crucial, showcasing how fashion week is adapting to a hybrid model. Ecommerce brands should consider how to integrate virtual and in-person experiences for product launches or brand activations.
The democratization of NYFW suggests an opportunity for brands to make their content and experiences more accessible to a wider audience, moving beyond traditional, exclusive formats to build broader community engagement.
Lessons from virtual fashion weeks show the importance of creative digital content (e.g., elevated fashion films) as a viable and impactful alternative when physical events are limited, demonstrating strong ROI for digital production.
In his 13 years working on the events production side of IMG, Dominic Kaffka -- now svp of IMG Fashion Events -- has not only had an insider’s view of New York Fashion Week’s ongoing transformation, but he’s also had a hand in steering its course. For example, he spent the past two show seasons fueling the event’s digital acceleration by ensuring the show went on, so to speak, without physical shows. In September 2020 and February 2021, the bi-annual event was largely carried out virtually, due to the pandemic.
“We had 20-25 guests [per show] -- but for us, it was really important to not miss a full New York Fashion Week,” Kaffka said on the latest Glossy Podcast. “Most of our clients who chose not to do a live fashion show with guests came up with much more creative ways to present their collections. A lot of designers did lookbook shoots, a lot of designers produced very elevated fashion films on a cinematic level -- their budgets shifted from putting on a big show to putting on a big digital content production.” But now, he said, “People are shifting their budgets, their intentions and their planning back to live events.” Ahead of New York Fashion Week, which kicked off on Wednesday, Kaffka discussed how designers will strike a physical-digital balance this season and to what extent the event will be democratized moving forward.
Designers shifted budgets from physical shows to 'cinematic' digital content production during virtual fashion weeks, indicating a need for brands to be agile in content creation during disruptions.
What does this episode say about dtc strategy?
The concept of "festivalization" of NYFW highlights a trend towards more public-facing and experiential fashion events, suggesting brands should explore broader consumer engagement strategies beyond exclusive industry showcases.
What does this episode say about retail & omnichannel?
Balancing physical and digital presentations is crucial, showcasing how fashion week is adapting to a hybrid model. Ecommerce brands should consider how to integrate virtual and in-person experiences for product launches or brand activations.
What does this episode say about brand & content?
The democratization of NYFW suggests an opportunity for brands to make their content and experiences more accessible to a wider audience, moving beyond traditional, exclusive formats to build broader community engagement.
What does this episode say about brand & content?
Lessons from virtual fashion weeks show the importance of creative digital content (e.g., elevated fashion films) as a viable and impactful alternative when physical events are limited, demonstrating strong ROI for digital production.
