I’m often reminded how interconnected creative fields can be. From fine arts to home decor, web design to fashion, many underlying themes resonate just the same. I recently attended Kansas City Fashion Week, and saw some wonderfully inspiring collections on the runway. I also saw some collections that, shall we say, had some room for improvement.
There were certain aspects that made a collection “work” or “not work,” and I realized the same is true for the work I do as a graphic designer. So, here are a few pointers from the front row of the runway that you, too, can apply to your role as a marketer.
- Keep it cohesive.
The best fashion designers use a cohesive color palette and similar textures. Each ensemble should be able to stand alone, but when the collection is viewed as a whole, it should form a full picture. We can apply this idea to marketing if we think of each outfit as a separate media channel. Though each has its own specific purpose, each brand channel should fit into the larger picture. An Instagram account shouldn’t feel disconnected from the look of an email or a website. Consistency is key. You can even take it a step further with underlying themed colors or elements that are updated seasonally to keep everything new and fresh across all channels.
- Tell a story.
The best shows on the runway don’t just sell clothing, they get us emotionally invested by telling a story. Whether it’s using retro-themed music, adding simple props, or integrating advocacy causes (like writing words on models’ hands to reflect the #MeToo movement), these elements are what get the audience invested and interested in the designer. You don’t have to get political or controversial, but using arresting photos for a serious cause, funny verbiage to show your brand’s sense of humor – anything that tugs at people’s heartstrings – will be the best way to connect and show them what your brand is about.
- Don’t forget the details.
Though big-picture thinking is necessary for approaching a fashion line or a brand, you have to be attentive to details to make that picture come together. I found some outfits on the runway to be distracting when I could see a safety pin sticking out in the back, or when I could tell the fabric hadn’t been steamed or pressed. No matter how impressive a collection looked, it was hard to look past these sloppy details. Whatever that means for your brand, be sure not to skimp on taking a closer look: use a proofreader or hire out for help when you need it (*cough* Bonfire5 *cough*). Just don’t let the first impression of your brand be held together by safety pins.
- Get a front row seat.
I was lucky to get front row seats for two of the shows, but the evening I sat in the second row, I had a terrible time viewing outfits as they passed on the runway, much less being able to snap any photos of them. How do you get yourself a seat in the front row of your industry, so you don’t feel like you’re looking over the shoulder of your competitors? Go to conferences. Network. Be active on social media. Attend local events. Get to know the people who can get you the seat that will give you access to watching your industry evolve in real time.
Want to feel confident about stepping out onto the runway? Email us at holler@bonfire5.com and we’ll help your brand get ready for its close-up.
