The Value of OOH During Fashion Week

Ahead of and during New York Fashion Week, leading brands are leveraging JCDecaux digital street level screens to cement themselves as robust competition.

NYFW’s Cultural and Economic Importance

New York Fashion Week (NYFW), one of the world’s “big four” coveted fashion events, brings together the biggest names in fashion with buyers, celebrities, and influencers alike gathering to celebrate the season’s latest trends. The event also generates significant revenue for the city, with Women’s Wear Daily reporting almost $900 million is pumped into the local economy.

Leading fashion houses, jewelry and accessory designers, and cosmetic brands are looking to OOH in order to capitalize on Fashion Week hype and drive crucial brand awareness.

OOH offers can’t-miss branding opportunities

Beyond the usual luxury names that dominate Fashion Week advertising like Fendi and Celine, brands like H&M and Madewell are using DOOH to showcase their own take on this season’s trends while aligning their image with this prestigious fashion event. 

While these companies may not have runway shows, they can leverage JCDecaux’s digital network to place themselves in front of relevant audiences to build recognition and creates a sense of urgency to engage with the brand on socials or shop in-store.

Outdoor advertising can amplify brand values
 

OOH can also be an ideal platform for promoting company ethos during a time when standing out is everything.

Prada- a high fashion label, and Marshalls- a discount retailer broadcasted their focus on sustainability and customer loyalty respectively across NYC, adding critical layers of value to their brand images.