FASHION LEVEL OF MARKETING (BASED ON MATERIALS OF “FOCUS” MAGAZINE)
The presence of modality in the DNA of the brand requires constant arguable evidence. The appearance of the brand on the fashion-territory is a very risky and responsible step. It is always a challenge and a test of professionalism of the marketing, advertising and PR departments. On the one hand, it is very tempting to have an opportunity to chat with the audience of a fashion event, consisting of leaders in different areas of human activity. It's nice to be a part of the brightest part of the modern culture of the country.
Everything is relatively simple for those brands that are the part of the industry. The professionals of Mary Kay or Estel could just show their skills, endurance and fantastic working capacity, creating several hundred images for the Ukrainian Fashion Week.
How can partners show during the Week? I am proud of VODA UA. Moreover, I take off my hat in front of their marketing strategy. It seems that in the "H2O category" it's almost impossible to come up with something new. The depth of wells, the glaciers of the Alps, the icebergs of Antarctica ... "Drink our water and you will be happy". And suddenly VODA UA becomes the most important attribute of the country's most fashionable events. Not only the Fashion Week but also collaborations with designers in advertising campaigns, undoubted aesthetics of the bottle.
On the eve of the SS19 season, the brand made a very extraordinary and ironic photo shoot. The result is viral marketing in networks and large coverage among the target audience. For example, only Teaser of backstage captures more than 14,000 views in Facebook.
The newcomer of the season is the A-52 residential complex. The obvious advantage is the wonderful view from the roof. Exhibition of panoramic photos on the wall? Not fashionable! So we did the photo shoot of new menswear of one of the most popular brands FROLOV on this roof. Stylist was invited from Italian Vogue. According to coincidence, on the shooting site (it's a building site) there was a crew of Les Suites from France, who arrived to make a documentary about Ivan Frolov. What do you think, is there something to discuss except the price per square meter ?!
EPSON DIGITAL FASHION is an example of the deepest and versatile collaboration of the innovative brand and designers. The format of the competition showed how the ideas of young creators were realized with the help of EPSON technology.
The key of the SS19 season at UFW was the slogan "sustainable fashion" - a responsible attitude to fashion and, accordingly, to the environment. The initiator of this topic was the Partner of Ukrainian Fashion Week - DHL Express Ukraine. The leader always expands horizons of world perception. For future generations, we must remember clean air, green forests, and transparent water in our wills.
We could talk about the speed of delivery or the possibility of sending goods to hard-to-reach points of the world ... But DHL spoke about responsibility for the future, the environmental friendliness of products and services. That's why the DHL Express Ukraine space in the Mystetskyi Arsenal (the main platform of Ukrainian Fashion Week) for 5 days of the Ukrainian Fashion Week was given to the winner of the National Designers' Contest, a bright representative of designers concerned with sustainable fashion. The collection was created in accordance with the principles of sustainable fashion and supported by DHL Express Ukraine.
Volodymyr Nechiporuk, general producer of Ukrainian Fashion Week
According to the magazine "Focus" №39 (593) dated 28.09.18