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September 22, 2015

4 Marketing Lessons We Learned From NYFW 2015

One week later and we’re still riding high from our few days of catwalk couture at NYFW. This season our client, SASSOON, designed and styled the beauty looks for breakout designers Eckhaus Latta and avant garde fashion collective threeASFOUR. Inspired by the moments between love — what comes before,  in the middle, and what happens in the end, Michael Forrey, Downtown Creative Director led the NYC SASSOON Salon Team in the creation of natural, slept-on look for the sleepy juvenile romantics of Eckhaus Latta.

Photo credit: Matthew Gilbertson

Photo credit: Matthew Gilbertson

As for threeASFOUR, the otherworldly shapes of the collection inspired the geometric, ethereal looks as SASSOON embraced the bodily spirit of the SS16 line.

Photo credit: Brittanie Clement

Photo credit: Brittanie Clement

Between the shapeshifting sets, the models, makeup, and backstage mayhem of quick dress changes in laser-cut, and often sheer designs — we left NYFW feeling inspired and took a few key concepts from world of couture. Here’s a few of our favorite lessons from NYFW and what they mean for marketers:

Fashion is following trends, but style is finding a look that works and sticking with it: This is a tough line to toe in marketing. Sure, brands can reap short-term benefits in riding the coattails of “what’s hot right now.” But avoiding the basic bandwagon and remaining true to brand identity is what truly keeps consumers engaged.

Proper tailoring can make anything look like a million bucks: Fit is the single most important factor for making a piece look good. So ask yourself  “Does my content fit my audience? My platform? My brand identity?”

Logos and prominent labeling will cheapen a look: Want to know the quickest way to destroy engagement on your social platforms? Bad design, big logos and overly promotional posts. It’s no wonder, beautiful imagery and native-looking content sees the most bang for your buck in social advertising.

Less is more, simpler is better, and embellishments should be avoided: What goes for clothing goes for copy, campaign messaging, branding, e-blasts, and any other consumer-facing content you could think of. “Keep it simple, and make it work,” as Tim Gunn would say.

With that, congrats to Mike Eckhaus, Zoe Latta, the artists of threeASFOUR, Michael Forrey and the entire SASSOON family on another fantastic fashion week!