Givenchy Plans Public Fashion Show
Courting consumers' growing desire for insider access, in an industry first, French luxury fashion house Givenchy will open its New York Fashion Week show on September 11 2015 to the general public.
Consumers can get the tickets free of charge on a first come, first served basis by registering on GivenchyNYFW15.com, with 100 tickets being set aside for New York residents living in close proximity to the venue, which has not yet been revealed. A further 1,200 tickets have been dedicated to non-industry fashion fans and students from local fashion schools, including The Fashion Institute of Technology (FIT), Pratt Institute and the High School of Fashion Industries. Givenchy collaborated closely with the City of New York's marketing office on the project.
Suggesting a far wider rebrand, the move also coincides with the opening of its new flagship on Madison Avenue (look out for our October Retail City Guide for more on this).
The event will showcase Givenchy's S/S 16 collection, conceived by the brand's creative director Riccardo Tisci. He is one of the most active in the industry on Instagram (with more than 951k followers), regularly posting behind-the-scenes images to build the brand's socially savvy following. For more on brands harnessing the power of Instagram to engage fans, see Instagram for Retail Brands and The Social Media Sell, 2015.
To read more on brands raising the curtain to engage access-hungry consumers, see Exploiting Insider Access. See also Fashion Week S/S 15: Social Media & Tech. Watch out for our upcoming Fashion Week S/S 16: Social Media & Tech report, publishing next month.