The Paris Fashion Week

On October 4th, the Paris Fashion Week concluded its nine-day extravaganza in the City of Lights, maintaining its reputation as a whirlwind of style, innovation, and emotions.

In the pursuit of maximizing the extensive exposure that Fashion Week offers, brands have notably elevated their strategic reliance on expertise, creativity, and the captivating element of surprise.

So, let's deep dive into the components of Paris Fashion Week that showcased significant marketing influence, propelling brands to the pinnacle of luxury recognition.

The Influencer Marketing

Enter the world of fashion influencers. These individuals, armed with substantial and engaged social media followings, have reshaped the landscape.Fashion marketers now allocate a substantial portion of their budgets, ranging from 30% to 75%, to collaborate with influencers.

Influencers play a pivotal role in generating buzz around a brand's presence during Fashion Week. They share behind-the-scenes glimpses, runway highlights, and outfit details with their followers, sparking excitement and interest. These influencers also attend exclusive events and parties during Fashion Week, offering brands additional exposure and visibility.

However, it's crucial for brands to select the right influencers who align with their values and messaging. Authenticity is key to ensure that influencer content resonates positively with customers and avoids potential backlash. A notable example is Charli D’Amelio, boasting a staggering 125 million followers on social media. Despite her distant association with fashion, Prada extended an invitation to her for their Fall/Winter 2020 Womenswear show in Milan. This move not only introduced a new audience to the venerable Italian fashion house but also positioned Prada as a brand that resonated with the desires of the younger generation.

During the 2023 Paris Fashion Week, several luxury influencers graced the event, further highlighting the symbiotic relationship between influencers and the fashion industry.

Notable influencers included

@marktuan, the KPOP sensation who made a special appearance at the Yves Saint Laurent show.

@leoniehanne

The German fashion influencer, Leonie Hanne, dazzled us during this Fashion Week. As a guest of honor of the event and a great fashion enthusiast, she used her platform to share her most stylish looks! 🌈

These influencers, among others, continue to redefine the fashion landscape and underscore the invaluable role they play during Fashion Week.

The Digital Strategies

In the contemporary business landscape, no discussion about marketing can be complete without delving into the realm of digital marketing.The luxury and fashion industry, much like all other sectors, has been irrevocably transformed by the digital revolution. Surprisingly, statistics reveal that during fashion week, the mention rate of certain brands on the internet and social networks experiences an astonishing 800% surge. Moreover, an intriguing insight emerges, where 42% of the media impact can be attributed to the brand's own customers.

However, the impact of digital marketing extends beyond influencers and hashtags; it encompasses the entire digital ecosystem. A great Example of this would be Louis Vuitton’s Paris Fashion Week initiative, You didn’t have to be in Paris this past month to experience

show. In late September, the storied French brand announced the launch of its Discord server where the women’s spring 2024 collection was live streamed.

Check out this show: Louis Vuittion

The resonance created during fashion week is a spectacle, with grandiose sets, outfits, and staging that prompt a deluge of photographs. Platforms like Pinterest witness a surge in activity during fashion week, and brands capitalize on this by actively curating and distributing images, garnished with keywords and outfit links.

During the Spring/Summer 2020 Paris Fashion Week, Twitter emerged as the go-to platform for cultural resonance. Brands leveraged Twitter to launch new initiatives and connect with the zeitgeist of the moment. A staggering 85% of #PFW mentions on the internet unfolded on Twitter, illuminating the platform's prominence.

Notable moments during the event, including the emergence of K-pop stars as front-row leaders.

Maison Margiela’s

model Leon Dame's iconic walk that transformed into a meme, sparked vibrant conversations on Twitter.

Community Centric Marketing

Balmain's spring/summer 2023 fashion show at the Jean Bouin Stadium not only showcased its latest collection but also exemplified the brand's commitment to community marketing. Under the creative direction of Olivier Rousteing, the iconic Parisian fashion house has been steadily fostering a sense of togetherness among its diverse community, which includes both industry professionals and fashion enthusiasts. Balmain's strategy revolves around creating a vibrant and festive brand image that resonates with its followers. This was vividly demonstrated when the show concluded with a surprise appearance by the legendary singer Cher, a move that sent ripples of excitement through the audience.

Sustainable Marketing

Paris Fashion Week witnessed a notable shift towards sustainability as brands like Stella McCartney and Balenciaga championed eco-conscious practices. Stella McCartney, known for her dedication to sustainable fashion, concluded her fashion show with the inauguration of the Stella Sustainable Market. This innovative venture featured stalls showcasing vintage clothing and material innovation startups, focusing on circular fashion and sustainable alternatives.

On the other hand, Balenciaga, led by the provocative creative director Demna Gvasalia, made headlines with an unconventional show held in a muddy field outside Paris. While the collection included ripped and stained looks, the brand's decision to launch fashion accessories with a worn aesthetic had a deeper message. Balenciaga was also among the first luxury brands to enter the secondhand market, signifying that even well-worn items from the brand can retain considerable value. Balenciaga's strategic shift aligns with the brand's exclusivity and Kering Group's approach of focusing on a select number of high-quality partners.

***Stella McCartney and Balenciaga***

***These contrasting approaches demonstrate the fashion industry's evolving commitment to sustainability and innovation***

`(Image source: Stella McCartney & Balenciaga)`

Tech and Fashion

This season, Paris Fashion Week is embracing a fresh virtual dimension. In addition to attending the physical shows and presentations, attendees now have the opportunity to experiment with digital renditions of designer outfits through augmented reality (AR) kiosks at the Sphere showroom located in the Palais de Tokyo. The eye-catching kiosks, illuminated in vivid green, are equipped with full-length AR mirrors. Utilizing an integrated touchscreen interface, visitors can pick and experiment with outfits from an impressive roster of emerging designers.

In the heart of Paris, where style, innovation, and emotions converge, Paris Fashion Week 2023 illuminated the transformative power of marketing strategies in the fashion industry. Influencers, digital initiatives, community engagement, and sustainability all played pivotal roles, redefining how brands connect with audiences. These multifaceted marketing approaches reflect the fashion industry's dynamic nature and its commitment to innovation, ensuring it remains an enduring force in our lives and wardrobes. As the world eagerly awaits the next Paris Fashion Week, one thing is certain: the art of fashion marketing will continue to captivate and inspire us.

Writer: Ankush Thakur

Marketing at Play: The Paris Fashion Week 2023