HFR BHM Fashion Summit
The Brief: Organize and execute the Harlem’s Fashion Row Black History Month Fashion Summit, a premier event celebrating Black designers and creatives in the fashion industry. The project aims to drive visibility, foster industry connections, and specifically appeal to Gen-Z consumers.
My Role: Marketing & Project Management Associate, Creative Strategist
Objectives:
Elevate the profile of the Black History Month Fashion Summit through targeted marketing and outreach efforts.
Secure notable speakers and guests that appeal to Gen-Z consumers in the fashion space
Enhance the visibility of participating Black designers and fashion creatives by creating engaging and impactful content.
Appeal to Gen-Z consumers by leveraging trends, platforms, and content styles that resonate with this demographic.
Facilitate meaningful networking opportunities and brand partnerships within the fashion industry.
Ensure seamless event execution and coordination, from initial planning to post-event follow-up.
Key Challenges:
Competing for attention in a crowded fashion event calendar while maintaining a unique and impactful presence.
Engaging and retaining the interest of Gen-Z consumers, who have specific preferences and trends in media consumption.
Managing the logistics and coordination of various event components, including venue selection, speaker management, and attendee experience.
Building strategic partnerships and securing sponsorships that align with the event’s mission and goals.
My Actions:
Talent Management: Oversaw the recruitment and management of speakers and special guests, including creating ask letters and formal invitations, coordinating their appearances, and negotiating contracts and payment terms. Ensured smooth execution of their involvement on the day of the event by handling logistics and addressing any last-minute needs or issues.
Strategic Marketing Plan: Developed and executed a comprehensive marketing strategy tailored to Gen-Z preferences, utilizing social media platforms like TikTok and Instagram, influencer partnerships, and trending content formats to boost event visibility and engagement.
Content Creation: Produced compelling and visually engaging content, including promotional videos, event teasers, and designer spotlights, specifically designed to resonate with Gen-Z audiences.
Event Coordination: Managed event logistics, including venue selection, scheduling, and on-site coordination, ensuring a smooth and successful execution of the summit.
Partnership Development: Established and nurtured relationships with key industry partners, sponsors, and influencers, focusing on those with strong connections to the Gen-Z demographic to enhance the event’s reach and credibility.
Audience Engagement: Created interactive and engaging experiences for attendees, incorporating elements that appeal to Gen-Z preferences, such as interactive social media campaigns and real-time event updates.
The Result:
Successfully highlighted and elevated the profiles of Black designers and fashion creatives, contributing to their broader recognition in the industry.
Delivered a well-attended summit with over 100 participants, receiving positive feedback for its organization, content, and relevance to Gen-Z consumers.
Enhanced Harlem’s Fashion Row’s reputation as a leading advocate for diversity and innovation in fashion, with a strong appeal to the Gen-Z demographic.
