Big Tech is Infiltrating Fashion Week(Vogue Business)

February 11, 2020

NEW YORK — Tech giants are making their presence known during fashion month, marking a shift in power around who funds, and benefits from, the runway.

 

This season, payment services company Klarna is sponsoring a set of fashion presentations at New York Fashion Week that lets customers purchase items from collections on payment plans. Thom Browne will debut a rebranded Samsung Galaxy phone in partnership with the South Korean tech giant. Last season, Google appeared during the runway return of Jennifer Lopez’s Versace dress, one of the season’s most viral moments, to promote a few of its products. Amazon Prime served as the exclusive streaming and e-commerce partner for Rihanna’s Savage x Fenty lingerie show. Alibaba, meanwhile, facilitated three “China Cool” runway platforms in New York, Milan and Paris in an effort to spotlight Chinese designers.

 

Tech companies aren’t entirely new to fashion month — Samsung and Intel have been long-standing partners, for example — but visibility is increasing, and relationships are deepening as fashion and tech become more intertwined. The rising ubiquity of tech companies at fashion shows underscores a mutually beneficial partnership across both industries, through which tech companies can earn brand cachet and facetime with business and consumer clients, and fashion brands can milk tech’s data and toolsets.

“The brands that will be successful are those that not only partner with these companies for fashion show gimmicks but truly leverage their expertise for the digital transformation of their businesses,” says Launchmetrics chief marketing officer Alison Bringé.

 

The new status quo

For years, automotive and airline brands typically backed fashion shows with sponsorships, a partnership formed from the understanding that luxury fashion’s audience overlaps with that of luxury cars and travel. Although companies like Mercedes-Benz continue to sponsor fashion weeks in cities like Moscow, Berlin and Tbilisi, the overall fashion landscape has been democratised, and modern luxury shoppers might be more likely to take an Uber (itself a frequent fashion week sponsor) than purchase a new four-door coupe, according to Ana Andjelic, marketing executive and doctor of sociology.

 

 

The full article read on the Vogue Business

 

 

 

科技巨头正在渗透时装周(Vogue Business)

 

 

纽约—科技巨头在时装月期间证明自己的存在,这标志着围绕秀场的资金和受益者的权力转移。

这一季,支付服务公司 Klarna 在纽约时装周上赞助了一系列时装发布会,客户可以在支付计划中的系列中

购买商品。Thom Browne 将与韩国科技巨头合作,首次推出全新打造的三星 Galaxy 手机。上一季,谷歌

出现在 Jennifer Lopez 身穿 Versace 裙子的返场秀上,以推广其一些产品,这是该季最有话题的时刻之

一。 Amazon Prime 是 Rihanna 的 Savage x Fenty 女用贴身内衣裤秀的独家流媒体和电子商务合作伙

伴。同时,阿里巴巴在纽约、米兰和巴黎建立了三个“ China Cool”秀场平台,以吸引中国设计师。

 

科技公司并不是时尚界的新生事物,例如三星和英特尔已经是长期的合作伙伴,但是随着时尚和科技的相

互交织,知名度在不断提高,关系也在加深。科技公司在时装秀上越来越普遍,突显了这两个行业之间的

互利合作伙伴关系,通过这种伙伴关系,科技公司可以赢得品牌声望,并与商业和消费者客户进行面对面

交流,而时装品牌可以反作用于技术人员的数据和工具集。

Launchmetrics 首席营销官 Alison Bringé 表示:“成功的品牌不仅是与这些公司合作的时装秀,而且是

真正利用其专业知识进行业务数字化转型的品牌。”

 

新现状

 

多年来,汽车和航空品牌通常通过赞助来支持时装秀,这种合作关系是基于这样的理解而形成的,即豪华

时装的受众与豪华轿车和旅行的受众重叠。尽管像梅赛德斯-奔驰这样的公司继续在莫斯科、柏林和第比利

斯这样的城市赞助时装周,但整体时尚格局已经民主化,现代奢侈品购物者可能更愿意搭乘 Uber(本身是

时装周的频繁赞助商)而不是买一款新型的四门轿跑车,市场主管兼社会学博士 Ana Andjelic 表示。

 

 

原文 Vogue Business

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