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NYFW Pairs Luxury Brands and New Media
By: Dwayne W. Waite Jr.
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With New York Fashion Week, presented by Mercedes-Benz, wrapping up, there were a considerable amount of brands trying to adopt social media strategies to extend their legs beyond the traditional confines.

Some worked, and some are yet to be seen.

It is always interesting to watch the fashion industry work since it lives and dies on the seasons, the fads, the colors, and the whims of the influencers. These folks are usually the ones who, if they're not ahead of the trend, are riding the wave of innovation.

Brand Republic covered one of the brands that is looking to posture within Snapchat: Michael Kors.

Yes, Michael Kors decided to join Snapchat during NYFW in order to "tell their story" in a more immediate and intimate way. According to Bloomberg, the source that Brand Republic used, more luxury brands see that tools like Snapchat are not just for the young; the affluent are starting to use platforms like this, too.

It makes more sense now why Michael Kors decided to join.

Snapchat is one of those networks — it's surprising that it continues to stay around. To connect and tell stories through pictures, or short little clips, or stories, is an interesting way to interact.

And many users are actually enjoying Snapchat's Discover function. Indeed, our unscientific poll amongst our marketing students showed they're loving the format. Naturally, the subject bias should be in effect; of course marketing students would like a new marketing feature on a tool they enjoy.

But still.

Kudos for Michael Kors and other luxury brands looking at marketing information and seeing that their audience is flocking to tools like Snapchat. It is always refreshing to see brands leave their comfort zone and do something worth doing.

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About the Author
Dwayne W. Waite Jr. is partner and principal at JDW: The Charlotte Agency, a marketing and advertising shop in Charlotte, NC. He enjoys consumer behavior, economics, and football.
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