Fashion shows play a great role as marketing tools.
The model walked on the runway and showed off the content of the brand’s sales. This is a common sense strategy.
However, this marketing game isn’t necessarily common, as Boot Barn recently illustrates this with its recent Boot Barn X Wonderwest fashion show. What the Western Lifestyle brand does can inspire any B2C or B2B company that is related to marketing.
Its avant-garde show incorporates a fashion movie into a live fashion show in Nashville, which debuted on the Boot Barn website. It then repackages the show and behind-the-scenes tidbits into the video Streaming on Hulu.
Let’s look at what works and what can be done better in the strategy. Before we do it, there is only one note: these gains have nothing to do with the artistic concept of fashion shows – debating what good art is not useful or productive for marketers.
1. Tell more stories
Guide the barn Fashion show website page Includes a section, “Behind the Scenes – Production of Fashion Shows”. It noted that in both countries, more than 100 hours of shooting took five days. It includes 75 runway appearances, 36 models and 8 dancers.
In the streaming version of the show on Hulu, it used more than half of the 38-minute video to bring viewers behind the scenes, explaining the show concept and production, and analyzing the three charities behind the scenes. Celebrity partners in the performance.
What works
Let your audience know what they can’t see or it will give you an exclusive feeling. There is a reason for the backstage pass – the holder can see what will make the event possible and see the performer in his non-stage role.
In streaming videos, viewers learn about unconventional concepts, hear from people involved in the production, and see what they need to get the public performance.
On the website, Boot Barn uses numbers to glimpse what it takes to produce fashion, positioning the show as a large-scale work. In streaming video, the editing begins with an invisible sound, a shot: “Are you ready? And act!” and displays the footage, making the audience realize that the show is not as simple as the model walking along the runway.
What can be better
Boot Barn should create more content for the website. It took five days to shoot a 47-minute show. Although the story is told more in the video, the site just highlights some numbers. The behind-the-scenes content of the site seems to be an afterthought. However, the site is the perfect place to tell more stories.
What did those five days (and all the planned days before that) look like? How many crew members are involved? Where are they shooting? How do they choose a model or creative format? No fun show or impressive moments to make the final version?
Boot Barn has all the material to tell more, better developed behind the scenes. Its audiences may like this backend pass.
2. Connect the story to the mission
On the page of the fashion show, below the title, models are met – an army of femme fatale shrews, which read: “Not just a fashion show, this project involves empowerment, the power of quantity, and creates a space to share invisible and unheard stories. Knowledge helps bring this creation to life.”
Photos of four models (MIA, Syndney, Rainey and Kyla) are shown with quotes related to confidence. As Mia said, “My confidence stems from not caring about other people’s thoughts, but just living a life according to my own rules.”
What works
Models are usually silent mannequins – they pay for showing clothes instead of talking, let alone giving opinions. It shows the theme of the boot barn show “silent.”
What can be better
The Meet-The-The Model featured conference part has poor execution. First, it includes only four of the 36 models. Frankly, audiences have hardly “meet” them – the words about the origin of their confidence are not a good “meeting”. It also won’t enhance the label of “Femme Fatale Vixen”.
The bigger problem with this feature is that Boot Barn promises too much. It tells viewers that the project is about empowering and sharing stories that are invisible and unheard. However, this is not done here.
3. Partners have purpose and touch
Boot Barn joined forces with three singers and their charities for the event – Miranda Lambert, her mortar and lucky breaking rescue charity, Jelly Roll and the Mustangs of America Foundation, and Riley Green and his Hero and Horse Charity offer veterans.
Each charity and its singers are introduced in streaming videos. On the website, Boot Barn briefly discusses each singer and charity and links to each nonprofit’s website.
What works
There is one Go beyond the task of selling things“Always resonate with the audience. By working with high-profile singers who specialize in country music, Boot Barn has enhanced the credibility of its target audience and attracted more audiences.
The little episodes in the video are familiar storytelling that fit the tone and mood of the entire boot activity.
What can be better
there is nothing. They do a great job of making the most of celebrity and philanthropic partnerships.
4. in advance
What works
The countdown creates a sense of urgency (taking action immediately or losing opportunities) or excitement (events are coming soon). Think about the New Year’s Eve celebration. Boot Barn is excited about it Facebook Reels The title says: “We entered the last few days of the Boot Barn X Wonderwest fashion show. Watch the 11.18.24 show on 6pm CT on Boot Barn.com.”
As a side note to the actual post, the title states that BOOT BARN will host live shows on its website instead of sending audiences to YouTube or Hulu (now streaming). It’s almost always a good choice to direct your audience to your website (who can explore your other content more easily).
What can be better
The countdown may be more specific. “It’s coming” is good. “Two days until start” is better. The best time is the best. The real-time countdown clock can be added in large quantities to websites or social media posts.
Beyond the Activities
Boot Barn has invested a lot in its fashion events, and the final product (video streaming on Hulu) is a fun and fun watch. But if its content team and event team work more closely, the brand could take a bigger hit in all its channels.
This is a great lesson about many content-centric opportunities involving your event. This is also a pants kick Meeting between content and event teams On the calendar as soon as possible.
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Joseph Kalinowski/Cover image of the Academy of Content Marketing
