Measuring the Impact Fashion Shows have on your Brand Performance
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The effectiveness of fashion weeks has recently come in to question by brands internationally. While these events have always been the perfect marketing tactic to reach global audiences in a very short period of time, brands still face challenges when it comes to understanding their real impact. Understanding how these expensive activities affect their brand performance, as well as the final return on investment they provide, is essential for fashion houses today to determine whether their strategy is paying off.
Reaching a new consumer implies more complexity than ever. It’s not just about digitizing your communication and creating multi-channel experiences, but also about incorporating cross-Voice strategies and considering industry shifts such as sustainability, inclusion or immediacy as part of the brands’ marketing direction.
In this webinar, we will talk about the ROI and impact fashion weeks truly generate. We will also dive deeper into success stories from the FW19 and SS20 seasons and discuss the importance of using the right insights for making smarter and more strategic decisions for your next event campaign.
During the session, we will discuss:
- The change in today’s generation of consumers and how this impacts brand performance.
- The potential of events to reach a global consumer through cross-Voice strategies.
- The most suitable approach and metrics to understand your fashion show’s ROI.
- Brand case studies from the past two seasons at Fashion Week.
Diana Verde Nieto is the Co-Founder and CEO of Positive Luxury, the company behind the Butterfly Mark, a unique interactive trust mark awarded to luxury lifestyle brands in recognition of their commitment to having a positive impact on people and our planet. The Mark provides wordless reassurance that a brand can be trusted. Diana’s entrepreneurial spirit has driven innovation in the way that brands communicate their commitment to social and environmental sustainability, enabling organizations to unlock the value of their investment in this area. Diana serves on many advisory boards, frequently teaches at Cambridge Judge School and Oxford Saïd School and was recently given an honorary professorship at Glasgow Caledonian University.
Alison Bringé, Chief Marketing Officer at Launchmetrics, included on Luxury Daily’s Luxury Women to Watch list for 2019, is an industry expert and thought leader, shaping the way the Fashion, Luxury, and Cosmetic (FLC) industries bridge the gap with technology. Alison was also the Director of Marketing & Communications at IMG Fashion, where she was responsible for the digitalization of New York Fashion Week, introducing the technology that has become the standard for Fashion Shows worldwide today. Previous to that, she supported the US expansion for e-commerce giant, NET-A-PORTER, working under Natalie Massenet and Alison Loehnis. In addition to her corporate experience, Alison has been an integral part of the fashion education system as an adjunct professor at Parsons The New School as well as a continued guest lecturer for programs at Condé Nast College and il sole 24Ore Business School. She holds a Masters from SDA Bocconi’s School of Management in Italy as well as a Bachelor’s of Arts degree in Advertising & Communications from the University of Central Florida in the United States.