Digitizing Events in the new Fashion Landscape

Events are key to the fashion, luxury, and beauty industries, whether it's to drive brand awareness, boost sales or generate high MIV?. However, we all know how fashion weeks, event management and the whole event fashion landscape have significantly evolved in the past two years.??

Adapting to the rise of ‘phygital’ events has raised new challenges for the industry as brands struggled to showcase their latest collection worldwide while still maintaining exclusivity for industry insiders. While event management tools were already rising above the clouds, they became crucial to stay relevant in the industry.?

The new way of distributing content, which relies on digital tools, leaves many uncertain. However, some brands adapted to the change quite successfully by coming up with new and exciting content, many are still faced with the challenge of making their virtual collections come to life without having the physical reality.?

Fashion Week went digital for the first time in 2020, but two years later the trend is still happening: Not later than two weeks ago, Tom Ford announced that he was canceling his Autumn/Winter 2022 New York Fashion Show and will instead release images of the collection digitally at a later date. Giorgio Armani also canceled his Haute Couture show for his Giorgio Armani Privé line that was supposed to take place late January 2022 in Paris. The uncertainty around the future of fashion shows still remains as brands try to understand how they can balance both their physical and digital brand presence in today’s ever-changing landscape while still captivating the viewer’s eye in all formats.?

To dive deeper into the subject, I am excited to invite you to join Jessica Nichols, the Director of Special Events at Vogue US and Tatiana Ferreira, our Chief Customer Officer at Launchmetrics for a special discussion on the hybrid events landscape in the industry this Thursday. The chat will revolve around ‘How to revolutionize your event management strategy without losing the luxury touch.’ In this session, you’ll learn all about Vogue event’s strategy and get insights into how to manage physical and digital events in 2022. Nichols will share all her secrets when it comes to planning for major fashion events such as the MET Gala and will talk about her point of view on the future of events in the industry. The webinar will take place on Thursday (17/02) at 9 AM ET | 2PM GMT | 3PM CET.?

I look forward to seeing you all on Thursday.?

Alison