At New York Fashion Week shows next week, veteran buyers and editors could be seated next to an incoming FIT student and her dad, a husband and wife celebrating their anniversary, or two fashion-loving friends from Texas.
A record number of NYFW events are being offered to consumers this season, largely due to more designers being open to the idea. Along with organizer IMG and title sponsor Afterpay, designers see it as a natural progression of the event — but also a money-making opportunity. IMG is contending with a downsized fashion week, Afterpay is looking to build on its fashion user base, and brands are strategizing around Americans’ ongoing comfortability with wearing sweats.
If prior fashion weeks are any indication, the tickets will be scooped up by people from around the country as special-occasion gifts, said April Guidone, svp of marketing for IMG fashion events and properties. Regulars also attend, often expanding their entourage to include more friends and family members each season.
Through IMG and its sister company, hospitality provider On Location, 11 brands are offering their fans a range of custom, ticketed packages. The brands include Proenza Schouler, Alice + Olivia, Altuzarra and Rachel Comey. Each package grants insider access to NYFW and the brand’s show.
Creating the ticketed packages was a collaborative effort between IMG, On Location and the designers, and the resulting revenue will be shared between them. IMG and On Location will earn their...
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