NEW YORK — IMG will introduce NYFW: The Experience in September for key corporate clients and high-end consumers looking for a first-hand experience at the fashion shows.
What’s being offered are private behind-the-scenes tours, fashion insider Q&As, photo opportunities on the runway, premium seating at a runway show, designer and model meet and greets, showroom visits, hair and makeup in the TRESemmé salon, access to a designer trunk show, luxury gift bags, exclusive styling services and access to a full-service hospitality lounge featuring a premium bar and gourmet food. The events are being coordinated by QuintEvents, and can be customized to the individual or corporation.
“This is an experience that was created to bring select individuals closer to the energy of fashion week. It’s part of a broader Experience platform that we’re developing across genres of events like the Masters and Wimbledon,” said Mark Shapiro, co-president of WME/IMG.
He said these one-of-a kind experiences allow fans to get closer to the action. “We’ve had incredible demand from brands, designers and people who recognize NYFW and global fashion weeks are changing and evolving. Fashion shows are the ultimate mega-marketing event, and historically the consumer has been outside the door,” Shapiro said. He said this is to take fashion week “beyond the press and buyers.”
“Everyone is wondering what goes into creating fashion week? What is it actually like to be behind the curtain? To be able to get a front row seat to the action is such a unique experience,” Shapiro said.
Opportunities are only being offered to the IMG-sponsored shows, which this September number more than 90. They will span across New York Fashion Week: The Shows, New York Fashion Week: First Stage and MADE.
IMG regularly fields inquiries from partners and consumers about the possibility of attending NYFW and the company is leveraging the entire IMG Fashion network including IMG Models, Art + Commerce and The Wall Group to create these experiences. Prices for these events, which are customized, weren’t available.
IMG is working with select designers and partners who are interested in gaining access to high-end consumers to further their brand and business goals. “The whole opportunity is an opt-in for designers,” Shapiro said.
In the past, IMG has worked with American Express on MADE, and those offerings are typically focused on hospitality lounges and access to runway shows. IMG plans to continue to work with AmEx and others on unusual programs, but this program isn’t exclusive to card members or one brand’s customers.
IMG will have a dedicated microsite linked to NYFW.com and its partner, QuintEvents, will be marketing through a variety of channels.