How to create a buzz around your new collection like Kanye West
Say what you will about Kanye West but there is no denying he knows how to cause a reaction. When he launched his first fashion collection at the weekend the venue was packed with press, influential fashion editors such as Anna Wintour and A-list celebrities. The fashion media went crazy in anticipation and the buzz created around the collection was epic.
While the verdict is still out on the actual collection, I thought I’d go through some of the strategy so you can see how you can also create a buzz around your next collection or launch.
Take your time
Kanye West immersed himself in his collection. Not wanting to be seen as just another singer who simply puts his name on the label, he took his time and attempted to learn everything he could from the industry. He even undertook internships at Fendi and Luis Vuitton so he could learn fashion from the masters.
Follow Kanye’s lead and don’t rush out a collection. You need to put out the best products you can- so take your time to ensure the items work well together and look cohesive.
Kanye West hinted that he was working on a fashion collection on and off for the last few years. Whenever he had an opportunity to mention it, he took it. He also had select fashion designers hinting about his “dedication” to his new sideline which created a high level of anticipation.
You can do the same if you are interviewed for a blog or magazine. Make sure you drop hints at what is to come. You can also do the same via social media. You can be as vague as you want. The idea is to generate interest and set the scene for the future.
Invite industry insiders
While Kanye had fashion insiders and A-list celebrities at his launch, you can also invite industry insiders and the media to yours. Whether you are launching online or hosting an event offline you need to ensure the media in in your industry are all talking about your new collection.
If you are having a launch party, invite them. If you are launching online hold a virtual party, Tweet chat or blog tour and invite them to take part.
Make sure the press have the right information
You want to be in control of what is being reported so ensure you supply full details to the media beforehand. Kanye West’s collection was actually reported as being named DW and KW in different press outlets. This could have been avoided by ensuring influential press and bloggers have an up to date press release or press kit.
I’d advise sending images they can use too, that way once you have launched they can write about you without needing to ask for more information. Make it easy for them to write about you.
Make it exclusive
Invite select bloggers or your newsletter subscribers to view your new collection first. This will help create a buzz especially if you encourage them to share their opinions with their networks. Supply them with great photos and an opportunity for an exclusive interviews.
Do something unexpected
A few days before the launch Kanye was spotted buying £22,000 worth of fabric at a small wholesalers in East London. He was shopping alone without bodyguards and was able to get in every newspaper and internet publication right before the launch.
Not only was it a great stunt but it also served to remind us all of the message he wanted to promote, that he is a serious hands on fashion designer and is taking it seriously.
While turning up to your local fabric store may not create a big press story for you, consider ways that you can do something unexpected in your community or online. Make sure it fits in with the overall message you want to convey to your target audience.