As New York Fashion Week Fall 2024 kicks off, designers are rethinking their show strategies to strike a balance between enticing consumers and achieving business goals. The see-now, buy-now model, once the darling of the fashion world, is falling out of favor as designers like Tommy Hilfiger shift their focus to influencers and celebrities wearing available clothes.
Tommy Hilfiger’s Strategic Shift
Tommy Hilfiger, a brand synonymous with classic American style, has decided to move away from the see-now, buy-now model. Instead, the label will emphasize the power of influencers and celebrities to drive sales by having them wear clothes already available in stores. This strategy aims to create an immediate buzz and instant gratification for consumers who can purchase the looks they see on their favorite stars right away.
“We’ve seen great success with our influencer collaborations and believe that focusing on this approach will help us better connect with our audience and drive sales,” said a spokesperson for the Tommy Hilfiger brand.
Alice + Olivia and KidSuper: Engaging Consumers Directly
Other designers, such as Alice + Olivia and KidSuper, are incorporating consumer-targeting efforts into their fashion week events. Alice + Olivia is planning an immersive experience that will allow attendees to interact with the brand’s latest collection in a more intimate setting. KidSuper, on the other hand, will host a series of pop-up shops and exclusive events throughout New York City during fashion week, giving fans a chance to purchase limited-edition items and engage with the brand on a deeper level.
Influencers: The New Fashion Gatekeepers
As the fashion landscape continues to evolve, influencers like Bryan Yambao, known as Bryanboy, have become the new gatekeepers of the industry. With over 5 million followers on Instagram and TikTok, Bryanboy has amassed a dedicated audience that trusts his taste and opinions.
Bryanboy started his fashion blog in 2004 to document a trip to Moscow. His humorous tone and honest fashion reviews quickly gained popularity, leading to collaborations with major designers and invitations to exclusive fashion shows. In 2022, he became the editor-in-chief of Perfect magazine, solidifying his status as a key player in the fashion world.
When asked about his most memorable fashion show moments, Bryanboy recounts attending a Zai show, being flown to New York by Marc Jacobs, receiving a gift from a major designer, and meeting celebrities such as A$AP Rocky and Ben Stiller.
As designers continue to adapt their strategies for New York Fashion Week Fall 2024, one thing is clear: the influence of social media and the power of consumers cannot be ignored. By focusing on engaging consumers directly and leveraging the reach of influencers, designers hope to create a more connected and lucrative fashion experience.
Fashion Week, New York, Tommy Hilfiger, Alice + Olivia, KidSuper, Influencers, Bryanboy, See-Now Buy-Now
In the ever-changing world of fashion, designers are constantly seeking innovative ways to captivate audiences and boost sales. As New York Fashion Week Fall 2024 unfolds, brands like Tommy Hilfiger, Alice + Olivia, and KidSuper are reimagining their show strategies to cater to the demands of modern consumers and harness the influence of social media.
By focusing on available clothes worn by influencers and celebrities, as well as engaging consumers directly through immersive experiences and pop-up shops, designers aim to create a more connected and lucrative fashion landscape. As the industry continues to evolve, one thing remains certain: the power of influencers and the importance of consumer engagement cannot be underestimated.