Event production; branding; Q&A; talent management; activations; video production; marketing
Style Dimension
WWD has long been the go-to source for business news in the fashion industry; Style Dimension was created to appeal to a more consumer-oriented audience, especially during New York Fashion Week.
The Brief
Being a brand that is entrenched in the fashion industry with a dually B2B and B2C audience, WWD was consistently looking for ways to merge the industry and interested, informed consumers, particularly during a time when the industry was hyper-charged: New York Fashion Week (NYFW). So, WWD developed their own marketing platform, focused entirely on access and slotted as an official NYFW event called Style Dimension, bringing on multiple levels of partnership over the span of six collective seasons.
Research and Development
It's widely known that shows, parties, presentations and special event experiences during NYFW are often closed to the 'general fashion public' and consumers; tending to have a high exclusivity rate when it comes to invitees. There are often a handful of 'open to the public' events during NYFW that don't have much notoriety, garner press nor spotlight big designer/influencer names. WWD sought to cut through the event clutter and merge the idea that fashion and creativity is for everyone.
The final Style Dimension season yielded program impressions of over 61 million.
The Solution
WWD developed a multi-season event program that spanned across September and February NYFW's for over 4 years, pre-pandemic, at various downtown hotspots around the city with key partners including Samsung, WeWork, Kate Spade New York, Elite Modeling Corporation, Saks Fifth Avenue, Kenneth Cole, Estee Lauder, Klarna, Vue.AI, MAC Cosmetics and many more. Style Dimension acted as a hub for consumers and industry lovers alike to take in live editorially led panel discussions with the hottest designers and influencers, and experience fashion, retail and beauty activations. Also to enjoy live DJ sets, cocktails and fun food, experience reimaged selfie moments littered with the latest technology and meet and greet in an accessible fashion. Coupled with the open to the public model, Style Dimension also hosted a notable VIP only party for up to 300 guests each season that entertained a who's who of the industry.
Deployment
The event took on six different seasons of NYFW, with the final season taking place at The Dream Hotel in 2020 before COVID-19 hit. Attendees included 45% prosumers, consumers, and students; 33% influencers; 22% notable industry names, talent and celebrities. The event series also boasted many digital, social and print extensions across WWD's platforms, including experiential street teams, custom content and influencer campaigns.
Results
Starting from ground zero, the first event saw a total attendance of 1,200, with the final event attracting over 2,000 people over two-days. The social media coverage garnered over 30 million impressions, with a seven million reach alone on #WWDStyleDimension. The final Style Dimension season yielded program impressions of over 61 million.
Project metrics (tap to reveal)
61M+
Overall program impressions
1400+
Total Attendees
90
Speakers over six seasons
29M+
Social media impressions
