Fashion Week is a very important period between seasons, bringing together fashionistas, designers, advertisers and brands. As this event aims to influence and shape trends, we aim to help brands shape campaigns that deeply resonate with their audiences.
Using our platform, Audience Explorer, we’ve uncovered real-world behaviours by combining precise location data with hundreds of rich and anonymised 3rd-party signals, giving brands the most holistic view of their customers.
Here are a few things to bear in mind from Fashion Week September 2023 that will likely carry through to this season:
As one of the big four capitals of fashion, Milan is expected to get crowded
Milan is gearing up for a dynamic Fashion Week, expecting international and domestic arrivals. Last February, we saw a 54% increase in footfall compared to the average weeks during the big fashion month, proving the importance of the fashion industry.
Fashion enthusiasts travel from various countries to soak in the latest trends, Milan’s beauty and everything the city offers. We saw a 17% increase in foreign visitors landing at Milan airports for the fashion event. With a shared passion for fashion, French visitors rank first in the share of European visitors, accounting for 22% during Fashion Week. They were followed by Switzerland and Spain, accounting for 16% and 14%, respectively.
With many customers being present at Fashion Week, it’s up to brands to find and engage target audiences, and maximise impact.
Fashion Week is a massive driver for other industries
High-fashion stores offering luxurious, exclusive, and trend-setting apparel and accessories, experienced a 27% surge in foot traffic compared to the average week during February, a trend expected to continue this year. Beyond fashion, Fashion Week plays a pivotal role in influencing consumer behaviour. Looking at how fashionistas behave in real life, we can understand their shopping profiles and connect with them based on their lifestyles and preferences by looking into ready-to-use ‘fashionistas’ audiences available in Blis Audience Explorer.
The fashionista audiences were spotted shopping for luxury jewellery, viewing it as a fashion statement and a potential investment. Seen at cinemas, quick-service restaurants, gyms and hotels, brands can reach out to these audiences at these strategic locations bearing in mind that customers will be out and about. This is an excellent opportunity to interact daily with direct and consistent messaging across different channels.
Milan Fashion Week 2024 promises to redefine elegance and the finest in women’s fashion, focusing more on creativity, innovation, sustainability, and adapting to new customer mindsets. This is a unique opportunity for brands and marketers to approach their target audience with tailored messaging and creatives that reflect these recent shifts.
Leveraging real-life interests and focusing on an omnichannel approach, will help brands be at the forefront of such an important fashion event, ensuring a seamless customer journey and increasing sales.
In the words of Coco Channel, ‘Fashion is not something that exists in dresses only. Fashion is in the sky, in the street; fashion has to do with ideas, how we live, what is happening.’ Milan Fashion Week 2024 offers brands a way to embody these ideas and connect with a dynamic, fast-paced audience.
