How to leverage fashion week to drive sales

It would be easy to assume that the brands that benefit from Australian Fashion Week (AFW) are the ones showing at it. In reality, Australia’s premiere annual fashion event can help deliver results for all kinds of brands – from big retailers to smaller start-ups, as well as non-fashion brands.

This year, Australian Fashion Week starts on May 12, so there’s plenty of time to get in on the action.

Here are five ways to leverage fashion week to generate excitement and drive sales in your business…

Use it as a content opportunity (if you’re attending)

This year, Australian Fashion Week is an invite-only event with accreditation saved for those working in the industry. For your fashion-obsessed customers, this only adds to the intrigue… So, why not bring them with you?

If you’re attending as a buyer for your retail business, there are plenty of opportunities to take your followers behind the scenes with you. Think street-style photography of yourself or fellow attendees; livestreams of runway shows; videos of trade showroom appointments; or any other moments in between shows.

Tip: Consider hiring a photographer to tag alongside your team and take high-quality street style images that will perform well online and on social media. To find one, search previous street style coverage of AFW.

Use it as a content opportunity (even if you’re not attending)

For fashion and beauty brands, AFW offers endless inspiration for content that can in turn drive sales. Throughout the week of shows, stay on top of what’s trending by following influencers, brands and fashion editors, and create “Get the look” or “Shop the trends” content that aligns with the most popular trends. Is everyone wearing brown tailoring? Why not create an edit of brown suiting and post it to social media or include it in a consumer email? Are several designers sending low-rise trousers down the runway? Consider highlighting similar products that you have in stock.

For inspiration, look to Sydney retailer Mode Sportif, which sent out a street style-themed eDM during fashion week and created a dedicated landing page.

Partner with influencers to increase your reach

You might not be attending AFW but you can work with influencers who are – and they can represent your brand on the ground. Fashion and beauty brands have long supplied products and clothing for influencers to wear at fashion week, and more recently sent their own photographers to capture the results. However, virtually any type of brand - from food to fashion and automotive - could collaborate with influencers around AFW.

Street style photographer Liana Hardy has been commissioned to help capture images of influencers wearing a range of brands, from Charles and Keith to Bared Footwear. “Not only is it a good way to put your brand out there, but [it allows you to] align yourself with one of the biggest fashion events of the year.” The resulting imagery is usually featured on brands’ socials, as well as websites, emails, and even the occasional ad campaign. 

Importantly, these types of influencers partnerships aren’t reserved for fashion and beauty brands. Last year, Koala collaborated with influencer Miss Double Bay to create an olive suit made by Koala’s product team to reflect their sustainable design practices. When she wore the suit to AFW, it generated widespread media coverage for Koala.

Launch an attention-grabbing activation 

Activations and sponsorships are another way for non-fashion brands to get involved in AFW and experience a little fashion week magic.

“[Fashion Week is] a high-impact platform to amplify brand stories, build hype, and create moments that cut through,” says Grace Garrick, the founder and director of Movement Agency which has run activations for brands, such as Allpress and JSHealth Vitamins at AWF. “It’s not just about being seen, it’s about being part of the conversation.”

Last year, Allpress created a pop-up cafe at Carriageworks, serving coffees in branded cups to media, influencers and key opinion leaders. Plus, Movement Agency produced oversized Allpress tote bags emblazoned with the playful quote, ‘There’s no X in espresso’ and strategically placed them in high-footfall areas and on the arms of influencer talent. “The activation became a true social moment.”

Movement Agency also coordinated a fleet of pink JSHealth Vitamin branded taxis that transported influencers, A-listers and media between AFW locations. Each taxi featured the JSHealth Vitamin logo and the slogan ‘Health + wellness will always be in fashion’.

The key to the activation’s success? Partnering with influencers Emily Gurr and Brooke McAuley to share their experience with the JSHealth taxis and engage in a two-way conversation with their community.

Align with a likeminded brand

Another way to generate excitement and raise brand awareness? Working with fashion brands that are showing at AFW. For example, in the past, up-and-coming footwear brand Edie Collective made its shoes available for models to wear in Bianca Spender’s runway shows. As a result, the brand’s footwear was photographed and shown in a range of fashion publications, alongside a well-established brand. 

Hair and make-up brands can also work with designers to sponsor shows and supply products and makeup artists and stylists for shows. 

For inspiration on how to tap into the buzz of Fashion Week, keep an eye on this year’s event coverage. Watch how other brands harness the event to spark engagement and drive sales. With a little planning, you’ll be ready to put your own ideas in action by next May.