How brands battled for attention at Paris Fashion Week

Marketing a fashion show has never been more important. So, at Paris Fashion Week, which wrapped on Wednesday, 108 brands vied for attention from brands, buyers and the public on social media and beyond. While viral moments were all the rage two years ago, strategies are becoming more sophisticated as brands hone in on the unique qualities that help them stand out.

The “experience” of the fashion show is, of course, a big part of the play. “The luxury industry is moving from a product-driven industry to an experience-driven industry, so the question is: What does that mean for each brand?” said Carlota Rodben, futures specialist and former innovation lead at Chanel. “Can an experience, like a fashion show, be sold in and of itself as a product?”

Brands picked up new ways to delve into their brand “worlds” this season.

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