Understanding Marketing and Events

This report explores the role of marketing in special events, focusing on New York Fashion Week. It discusses the definition and classification of special events, key marketing activities undertaken by the event, the role of marketing mix, and risk management considerations in event planning. The report concludes with an overview of the significance of New York Fashion Week and its impact on the fashion industry.

Understanding Marketing and Events

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
FINDINGS AND ANALYSIS .......................................................................................................3
1. Explaining the way special events are defined and classified................................................3
2. Key marketing activities undertaken by New York Fashion Week .......................................4
3. The role of marketing mix in New York Fashion Week........................................................4
4(a) New York Fashion Week and Planning .............................................................................5
(b) Some risk management considerations while planning the event. .......................................6
CONCLUSION ..............................................................................................................................6
REFERENCES................................................................................................................................8

INTRODUCTION
Marketing is the most important concept of any organisation as it helps in branding and
creating recognition and identification of the products and services offered by the brands.
Marketing events act as the fundamental aspects which allow brand to connect with their
customers and buyers. It is crucial for the brands to participate in special events and marketing in
order to improve the current position and efficiency of brands. Such approaches and events help
in recognising the target market for products and commodities. New York Fashion week held in
February and September of each year. In this event, international collection are shown to buyers
in order to attract the attention of the buyers. This report will include various aspects and
measures that are related to New York Fashion Week and the way it becomes so popular among
the people.
FINDINGS AND ANALYSIS
1. Explaining the way special events are defined and classified
A special event is an occasion or any specific and important function. Their aim is to
collect and generate money for the social groups or for non-profit organisation. There are several
types of the special events and each have different types of complexities and suitability. The
huge and large events do not include the involvement of the small consumer group and even if
they are involved, their role and importance is not very much valuable. For example: New York
Fashion Week is one of the special events which occur at a large and huge level as well as
involve many popular personalities. Generally, the main reason behind running such special
event is raising money, gaining publicity, to raise awareness as well as to improve the
reputation.of the brand(Khan, 2018). There are various categories of special events and they are
classified as:
Commercial Event
 Any private event is considered as a commercial event.
 These are controlled by the high authorities and no body can enter without authenticated
tickets. Generally, such events include grand opening of the stores, business, etc.
Community Event
 All members of the public are free to attend such events.

 Organised by communities, groups and various sections of the society.
 Such events received government approval.
2. Key marketing activities undertaken by New York Fashion Week
New York Fashion Week is one of the most popular international fashion events in which
famous personalities participate in order to forecast the international fashion and exclusive
collection. This event is attended by many famous and high end personalities. The origins of this
event is very deep(Khan, 2018). As France was fighting in World War II, fashion journalists
were unable to get to Paris for their biannual style excursions, A prominent fashion publicist
named Eleanor Lambert recognized that this was an opportunity to solidify America’s place
among the international fashion community. Through her work at New York Dress Institute, a
group of clothing labour unions and manufacturers, Lambert pieced together a showcase of
American designers for the national and regional media. It came to be known as the New York
Fashion Week. Selfie Style Power of Fans Social Shopping
 Real Time Marketing
Events help in creating awareness and recognition about the program, occasion or
function. The branding and marketing followed by New York Fashion Week is very impactful in
gaining popularity and international recognition as it is one of the most popular fashion events.
TRESemme incorporates a huge influence in marketing and branding of New York Fashion
Week in 2016(New York Fashion Week,2018).
3. The role of marketing mix in New York Fashion Week.
The first new york fashion week was introduced in 1943, under the director of fashion
industry, named the New York Dress Institute. In February 2014, Dr Danielle, was first model
who is using wheel chair and appeared in a show for New York Fashion Week. This event has
given a prominent success and recognition to the show. The show has seen prominent success in
last so many years, because of its unique features and number of high end personalities involved
in it. The main significance of the event is that thy allow full involvement of media persons and
treat them like VIP'S and then on the other hand they cover each and every movement of the

event(Kim, 2017). New York Fashion Week, uses tools of marketing mix in order to inform
their marketing strategies:
PRODUCT
In New York Fashion Week, the main products is outfits and dresses and accessories that are
wear by the models in show. This is the forecast of the internal fashion collection in front of the
buyers in order to address their attention towards the designers who are organising the event.
PRICE
The Prices of the products and collection is very high because these are designed by very high
end and popular designers. These products are basically designed for the people who belong to
very high economic classes. New York Fashion Week is very huge and big event that takes
place every year in February and September.
PLACE
Every year this event takes place at different location of the New york. In 2017, the event was
occurred in Skylight Clarkson Sq in New York.
PROMOTION
New York Fashion Week, uses various promotional strategies in order to create recognition and
awarenesses regarding there event. TRESemme is one of the most prominent branding strategy
used by the Fashion week in order to promote their event.
4(a) New York Fashion Week and Planning
SEGMENTATION
The main and the core market will be segmented on the basis of the potential customers
who are going to respond in a similar way with marketing strategies. Market segmentation is the
method of dividing the market on the basis of the shared and common needs of the customers.
The major segment of the New York Fashion Week in an outdoor event is young people who
have prominent knowledge regarding the fashion and on the other hand who belong to good
economic group of the society(Merlo, 2015). The marketing of this event can be conducted in
some fashion institute or collages or at some high end place which are visited by people of high
social group.
TARGETING AND POSITIONING
The main target of this event is high class people and the human being who have very
good knowledge about the fashion and international collection, this will help them to understand

the usage and significance of the products and collection represented by the models in an event.
Such events are highly based upon the targeted audience because, not every human being or
individual is interested in attending fashion events, people who are so much into clothes,
fashion, accessories and ready to pay high prices for that are the main target of such events.
While on the other hand positioning is the tool which is used to analyze the spot which the firm
give to themselves in the competitive market(Kim, 2017).
(b) Some risk management considerations while planning the event.
Such events are very critical and there success is also very unstable. It is important for
the event managers to consider the risk factors which may effect the working of the event. There
can be number of consideration which can be encounter by the management units in order to
ensure the success of the event. Firstly it is very important for the designers to gain knowledge
regarding the traditions and cultures of the country in which the event is taking place, so that
they can give a little touch to there outfits as per that, then ext it is also very important for
analyzing the taste and preferences of the major audience who are going to attend the event so
that can related to the collections and motivate to buy them(Merlo, 2015).
The outfits and the collection should be very classy and up to the mark so that it can gain
the attraction of the buyers. The event should takes place at the location where there is proper
measure to deal with the natural calamities, for example if rain comes, than it should not create
any impact upon the event. There should be proper and healthy relationships between the
designers and models so that they are motivated enough to represent their outfits and collection
in a very classy and desired manner. The representation of the collection by the model should be
in such a manner that it gains the attention and attraction of each and every audience present
there(Seifert, 2015).
CONCLUSION
From the above report it can be concluded that, New York Fashion Week is one of the
most prominent and famous event that takes place every year in February and September. The
origins of this fashion event is very historic and deep. The Event involves the representation of
the collection of various big and high end designers for the buyers. Generally this fashion event
is for rich and high end people because of the prices and the rang of the products. It has also
been seen that fashion is very important part of so many people these days, because it helps
developing a unique identity and image of the individual and helps the person to look good and

very presentable. The main aim of this event is to generate the awareness about the internal
fashion and collection among the people.

REFERENCES
Books and Journal
Khan, A., 2018. Event Review. Fashion, Style & Popular Culture. 5(1). pp.117-119.
Kim, N., 2017. Country of origin effects on brand image, brand evaluation, and purchase
intention: A closer look at Seoul, New York, and Paris fashion collection. International
Marketing Review. 34(2). pp.254-271.
Merlo, E., 2015. The revival of fashion brands between marketing and history: The case of the
Italian fashion company Pucci. Journal of Historical Research in Marketing. 7(1). pp.91-
112.
Seifert, M., 2015. Effective judgmental forecasting in the context of fashion products. Journal
of Operations Management. 36. pp.33-45.
Online
New York Fashion Week. 2018. [Online]. Available through : <
http://www.vogue.co.uk/event/new-york-fashion-week >