Fashion Week 2008

New York Fashion Week 2008 is the start of branding for seasons to come. Fashion Week is a chance for brands to showcase their new styles and truly set the fashion agenda for future seasons. Fashion weeks are typically held two seasons before the retail release of the styles. For example, Fashion Weeks being held Sept 2008-Nov 2008 are showing fashions that will be on the shelves for Spring 2009. The first Fashion Week was established around 1943 in NYC, Fashion Weeks are now held in over 60 cities worldwide including L.A, London, Tokyo, and Dubai.

Here we have brands that are not only forecasting the demand of style to come for consumers, but are influencing it as well. Right as the styles hit the runway, fashion PR machines are already getting the word out of what’s going to be cool . Delivering their message will be magazines, blogs, live streaming web videos, cell phones, and probably the most powerful of all, celebrity stylists. I hate to use the word manipulation, but what we have here are the brands telling consumers what’s cool to come.

Another thing to realize is the branding at Fashion Week goes well beyond clothes and apparel, and offers a very powerful opportunity for non-fashion brands to be associated with a very affluent group of trendsetters. Of course we had the make up and glamor markets covered and sponsorships by brands complimenting the premium fashion markets such as Mercedes Benz. Who wouldn’t want a chance to introduce their products to a market of international trendsetters, celebrities, and socialites? Other brands we saw aligning themselves with the prestige of fashion week were American Express, T-Mobile, and even Kraft Foods was there offering samples to attendees.
So what about the branding of Fashion Week itself? Will the allowance of non-fashion or less than premium brands dilute the message of Fashion Week? The presence of the wrong brands, or even too strong of a presence of the right brands can take credibility from the exclusive and highly coveted events of Fashion Week. It will be interesting to see the sponsorship and branding direction of Fashion Weeks . We’ve seen the image and message of many sports, entertainment, and industry specific events diluted by corporate sponsors. Let’s hope the directors of these influential Fashion Week events keep true to their original mission and keep their fashion message strong.