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Paris Fashion Week Marketing Strategies

Updated: Dec 15, 2023

The author of this article on marketing strategies used during fashion shows is Melike.

Author: Melike Güray

Date of Publication: 25/10/2022

Luxury brands promoting on fashion shows/weeks is an important marketing strategy.

Fashion has always been an industry that is at the forefront. Fashion shows and fashion weeks of luxury brands promoting their new seasons are of great importance. This is because during such events, brands can effectively boost their image.

In this article, we will take a closer look at some of the luxury brands that participated in the Paris Fashion Week 2023, and the marketing strategies they used.

DIOR's marketing strategies

Dior has always been a well-known and high quality brand. Since Maria Grazia Chiuri took over as creative director of Dior in 2016, the Parisian house has become one of the most successful of the LVMH group: Business of Moda.

For the spring/summer 2023 women's fashion show, Dior continued the theme of its winning recipe: the discovery of feminine power. As a person who is interested in fashion and marketing, I think Dior is a great example of a successful fashion brand. Apart from the feminist message, the show also emphasized the technical knowledge of the house.

It was actually a combination of old fashion and new fashion applied to the topic of femininity that allowed the brand to successfully reach its customers all over the world.

Dior's collection for 2023: combining old and new fashion.

You can watch Dior’s runway from this link:

BALMAIN's marketing strategies

Balmain's spring/summer 2023 fashion show was the latest in a series of shows. The show followed an entertainment marketing strategy, aiming at uniting its community around a festive brand image. In other words, Balmain’s influential artistic director, Olivier Rousteing, at the end of the show, surprised everyone with the famous singer Cher. It was later also announced that Cher was going to represent Balmain for the launch of a new kind of leather bag collection.

With this runway, Balmain was able to successfully manage the brand’s image and get the public’s attention.

You can watch Balmain’s runway from this link:

The Coperni brand made a sound this year.

COPERNI's marketing strategies

The Coperni brand made a sound this year. By making a live spray dress on the star model Bella Hadid, the French brand achieved one of the most impressive Media Impact Value (MIV) of Fashion Month.

The thought process behind the finale was to showcase a “futuristic fusion of science and fashion”. In the show, Coperni states that it was a tempting experience to immortalize and glorify the female body in its purest form and in the most innovative way. This was a very original and noticeable marketing strategy that led to the brand’s success.

Other than this closing up, the new collection was very modern and appealed to young people more than ever. In addition, Coperni designed a bag from glass, which further increased the brand’s image as innovative.

You can watch the closing part of Coperni’s show here:


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