Fashion-Forward: Exploring Creative Sponsorship Opportunities in the Fashion Industry

It’s time to werk, because this post is all about the intersection of fashion and sponsorship. This is a major money-making area I haven’t yet explored in too much detail, but today, I’m going to change that. 

After all, fashion sponsorship is a huge opportunity for brands of all sizes. You don’t necessarily have to be a company; even nonprofits and charitable organizations can get in on the fun. And you don’t always have to be a fashion, beauty, or style brand to make the most of fashion sponsorship.

This guide will dive into some examples of the most popular fashion sponsorship connections over the years and provide pointers and ideas for executing your own successful sponsor relationship. 

Does Sponsorship Have a Place in the Fashion Industry?

Does a fish have a place in water? Does peanut butter have a place with jelly? Do clouds have a place in the sky?

You get where I’m going with this. The answer is an emphatic yes, sponsorship has a place in the fashion industry. 

According to Grand View Research, the fashion influencer marketing market was already valued at $1.5 billion in 2019. Its projected compound annual growth rate or CAGR between 2020 and 2027 was estimated at 35.7 percent. 

Now, I recognize that fashion influencer marketing and sponsorships aren’t identical opportunities. However, barring any stats on fashion sponsorship value, it’s the second-best option. Clearly, you can see this market is flourishing.

After all, Grand View Research reports that, in the United States, the fashion influencer marketing market size will continue to climb through 2027 for all types of influencers, including nano-, micro-, macro-, and mega-influencers. 

And the fashion industry is a safe one to plan your sponsorship opportunities around. 10x Hire, an employment resource, reports that in 2023, the fashion industry is worth $1.7 trillion globally. 

Classic Examples of Fashion Sponsorship Opportunities

If there’s one fashion opportunity that presents the best chance for sponsorship, it’s surely fashion week. New York Fashion Week remains one of the biggest events of its kind, although Paris Fashion Week is actually at the top. London and Milan are also popular ones.

Another interesting fashion sponsorship opportunity is in…drumroll please…sports. I’m sure this won’t come as much of a surprise considering the sheer immensity of sports sponsorship. It’s like a magnet, pulling anyone and everyone in. 

Here’s a collection of examples that match the above descriptions that show you what fashion sponsorship can look like.

Hugo Boss and PSG

PSG, short for Paris Saint-Germain Football Club, is a Paris-based football club that plays in the top French football division. That’s known as Ligue 1. 

Such a well-performing team as PSG would of course attract the attention of major fashion house Hugo Boss, a German brand specializing in leatherwear, footwear, accessories, and clothing. 

Boss and PSG initially teamed up in 2014, dressing up the team. They wore a BOSS CREATE YOUR LOOK cashmere and wool jacket when playing gala and UEFA Champions League matches. 

Then, the PSG women’s team got in on the fun. 

The partnership has been mutually beneficial for both parties, enough so that Hugo Boss continues to work with PSG. You can shop Hugo Boss x PSG collections on the team’s website. While not cheap, they let you dress just like the players. 

Evian and New York Fashion Week

Back in 2019, Evian ran a “One Drop Can Make a Rainbow” campaign at that year’s New York Fashion Week. The display in Spring Studios featured bottles with a design created by Louis Vuitton menswear artistic direct Virgil Abloh with creative advisement from Evian. 

The activation looked like a bar, with pure white furniture and a glowing white backsplash with blue lighting featuring the aforementioned Evian water bottles and the brand’s logo large, front, and center. 

Colgate and Richard Quinn 

Proving that anyone can get in on the fashion fun, Colgate partnered with fashion designer Richard Quinn for the Colgate #PoutFree x Richard Quinn Afterparty at London Fashion Week 2020. 

The activation featured a Colgate-made makeshift bathroom with a red and white color scheme. Said bathroom had red tiled walls, a towel, a white sink, and a tub with a red and white striped towel resting on the side. Oh, and of course the tub was emblazoned with the #PoutFree hashtag. 

And what is the whole #PoutFree thing about anyway? It was a promotional campaign Colgate ran for a time for its Colgate Max White Ultimate whitening toothpaste. 

Fashion-Based Activation and Asset Ideas for Sponsorship Seekers 

As you can see, the brands that work with fashion sponsors run the gamut, so there’s no reason your company or organization couldn’t find a place on a runway. Maybe you don’t land New York Fashion Week your first go-around, but with fashion being a global phenomenon, there are always opportunities out there.

Here are some activation and asset ideas you can bring to the table when pitching your sponsor. Bear in mind these are generalized ideas. Yours should always fulfill the needs of your sponsor and audience, so please amend them accordingly. 

Runway Branding

I know, I know, I’m not a fan of logo placement in sponsorship at all, but runway branding is different. This isn’t a piece of signage someone is going to see for all of two seconds as they’re walking through the event hall. 

Runway branding is something that attendees will look at for the duration of the event. That helps it stick better in consumers’ minds. 

Exclusive Clothing Collections

You also can’t go wrong with sponsored clothing, ala Hugo Boss and PSG. You can make your mark on fashion history forever by teaming with a sponsor and producing branded clothing. That said, I would only recommend this idea if it’s feasible for you or the sponsor (or even both) to manufacture clothing on a large scale.

If it isn’t, there’s no need to despair. I have plenty of other excellent activation and asset ideas throughout the rest of this section. 

Intermission Program Entertainment 

Not all fashion shows have intermissions, but some do give you a break. This is usually a chance for attendees to stretch their legs, mingle, and take photos. What if you gave them something else to do besides mindlessly scrolling through their phones?

Providing entertainment during the short break would certainly make an impact. You might not have a full house, as some people will get up to use the restroom during intermission. But if enough people stay, you can get some good results with an activation idea like this.

So, what kind of entertainment should you provide? Well, that’s up to you. Maybe you ask a series of questions on a screen, allowing attendees to use the event app to input their answers. The one with the most correct answers wins a prize. 

You could do magic shows, musical performances; whatever is feasible and on-brand for your company or organization and would make your sponsor happy. 

Freebies and Swag Bags 

Who doesn’t love freebies? I can’t think of anyone, and I’m sure you can’t, either. Giving things away, such as swag bags or doorbuster gifts, will make any attendee’s day. If you brand your swag bag, other attendees will see it and develop a mean case of FOMO. 

Sponsored Pre-Parties and After-Parties

You could always go the Colgate route and host a sick after-party. Most people who attend a fashion event want to continue with the good vibes afterward, and partying down together could be just the way to do that.

You could even go against the grain and offer a sponsored pre-party. To make these kinds of events successful, you need strong branding and a reason for people to check out your area of the party.

For instance, Colgate had that whole faux bathroom setup. Giving attendees a unique photo op spot will certainly draw attention. I also recommend freebies or refreshments, as those are guaranteed ways to get people to come by. 

Contests and Giveaways

You also can’t go wrong with giveaways or contests. I already mentioned a contest idea during intermission with a series of trivia questions. However, that’s far from the only contest format you can explore.

Your contest can be just about anything, but make it related to fashion, of course. The point of the contest is to give out the sponsor’s products or services as prizes and help them convert more customers. 

Giveaways fulfill someone’s interest in getting a freebie, so they are always massive hits at any type of event. 

Live Interviews or Podcasts

Sponsoring a live podcast, interview, or Q&A is maybe a more unconventional sponsorship activation idea, but that’s why I like it. It’s not something everyone is going to think of right off the bat. 

You would assemble signage featuring your name, and the title of the Q&A or interview would have your name in it too. This is a great way to drive up curiosity in abrand. 

Sponsored Brunches or Dinners

People get famished watching all those models strut their stuff on the catwalk. Feeding people is one of the most successful sponsorship activations, and it works especially well if the sponsored brand is associated with food or drink. 

That said, you could always partner up with a local restaurant to make the activation a delicious success. 

The Benefits of Working with Fashion Brands in a Sponsorship Capacity

The processes of fashion sponsorship are the same as any other sponsorship opportunity. That means you must establish your goals, survey your audience, use their brand suggestions to build a prospect list, research those prospects, and then reach out.

On top of that, you need to schedule a discovery session, then pitch tailored assets and activations to the sponsor to fulfill their needs. You’re also expected to deliver what you promise (especially once it’s in writing in a contract you signed).

Oh, and don’t forget the fulfillment report to talk about what went great and what went not-so-great. It’s a lot, but it’s worth it for benefits like these. 

Better Brand Recognition

How far does brand recognition go? That depends on what kind of stage we’re talking about. While brand recognition doesn’t always translate to website and social media traffic, leads, and then customers, it’s a good way to get your name in people’s mouths. 

Higher-Quality Leads

The leads that enter your sales funnel after a fashion sponsorship already know more about your brand than a cold lead. That makes them more likely to convert, meaning they’re a qualified lead. Leads of this caliber don’t come along every day, so you must take advantage of each one while you’ve got ‘em. 

More Conversions 

What happens when you get more high-quality leads in your funnel? That’s right, they convert more readily. More conversions equal more money, which is what any business (or nonprofit) wants at the end of the day. 

Huge Audience Exposure 

Getting involved with fashion week events can lead to some broad audience exposure. Of course, unless you’re a fashion or beauty brand, not every attendee will be interested in what you bring to the table, but if you garner enough interest, you already know what will happen. More leads, conversions, and sales. 

FAQs 

How do you get invited to fashion shows?

Well, if you’re working in a sponsorship capacity, then it’s a given that you’re going to attend. Otherwise, you have to apply and hope you’re accepted. 

How does a small brand make a big impact in fashion sponsorship?

Don’t go for the huge brands, whether we’re talking about fashion houses or other associated companies. Instead, consider limiting yourself to the smaller fish instead. Several small sponsorships can still equal to the same amount as one big sponsorship, and smaller opportunities are usually more attainable. 

Wrapping Up 

Fashion is an excellent industry to explore sponsorship opportunities. Brands of all types have found success in this arena, from sports teams to toothpaste brands and everything in between. You can reach a new audience and achieve other excellent milestones through these sponsorships. 

As always, the Sponsorship Collective is available to help you get your sponsorship aspirations started. Set up a call with us today.