Listening to the Elvis Duran Show on my drive in to work this morning, a specific segment caught my attention. A high fashion runway model called in and gave the hosts and their listeners an inside view of what happened during this year’s New York Fashion Week (NYFW).
I learned that fashion designers are willing to do whatever it takes to raise brand awareness, even if that includes taking a stage dive.
The runway model divulged to the radio hosts that some fashion designers ask their models to deliberately take a spill on the runway with the hopes that audience members and media personnel will catch the embarrassing moments on film. The designers then assume that these videos of models flubbing up on the catwalk will go viral on channels such as You Tube and Twitter and will, in turn, raise more awareness for the designer’s brand.
Now, you may be reading this and thinking that this method of raising brand awareness doesn’t seem so morally sound. But let’s face it…these designers are truly just maximizing their resources. For example, designers know that the media teams that cover the shows have immediate access to television, magazines, newspapers, tabloids etc. What’s more, the elite celebrities sitting in the audience wouldn’t hesitate to share a video of a model stumbling across the runway with their millions of social media followers.
A perfect example of this strategy in action was demonstrated in a news story from CNN.com. A 26-year old model tripped on the runway during the Givenchy show last Friday and audience members, security guards and other NYFW personnel hurried to her rescue. As to be expected, a wealth of photographs of the incident were quickly snapped and immediately shared on Instagram, Twitter, and more.
And while many Twitter-users are commending the model for exuding grace and confidence throughout the debacle, they are also mentioning Givenchy and sharing pictures of the model’s attire with every post that is shared.
All in all, today’s brands don’t need to exploit embarrassing situations to heighten their brand awareness. However, they ought to keep abreast of the different ways they can optimize their resources to gain more consumer interest.
So go ahead and take a risk by writing about a hot topic on your blog, or shake things up on your social media accounts by posting more viral content. And always stay alert to multichannel promotional opportunities. Take an experimental route and see what creates the most buzz about your brand, and don’t worry if you stumble along the way…it’s all part of the process!
Whether skydiving in Interlaken or free falling into hot oil pizza from Colony Grille, Diana Bishop knows a thing or two about adventure. After graduating from Keene State College with a Bachelor’s Degree in English, she has used her experiences while studying abroad in Barcelona to inject fresh perspective into her work at Content Boost. Admittedly “artsy” by nature, she enjoys painting and drawing whenever she has free time on her hands. Before she joined the team at Content Boost she organized promotions and wrote commercial copy for iHeartMedia, a global entertainment and media company.