Alexander Wang and the power of innovative digital communication



Leather chaps and butcher aprons mixed with tweed suiting in Collection 2 from Alexander Wang. Credit Nina Westervelt for The New York Times

Alexander Wang Collection 2, December 2 |

As Alexander Wang just had their Collection 2 show in New York, we reflect on the powerful digital strategies of the American brand. The relatively young brand was quickly able to land a spot amongst New York’s most coveted brands and this had nothing to do with hazard.

The brand decided to get off the fashion week schedule this year with a show in June called «Collection 1», so this show was actually their second one off-calendar. With Sophia the Robot taking over their Instagram story doing Q&As in the backstages and a chance for Instagram followers to get an invitation, the brand made sure the digital attention would be on the show.

It’s not the first time the brand was praised for smart communication means. Indeed, it has a nearly 10-year long history of marketing milestones. Here is a small recap on our favorites power moves.

It all started 2011 with the first ever Alexander Wang after party during NYFW which signed the beginning of a major tradition of the fashion month. Now a staple of the NYFW calendar, these extravagant after parties bring together fashion’s upper crust. 2012 brought another wave of good press with the brand opening four stores in China and appearing where it was not expected, while showing the importance of family roots for the designer.


courtesy of cnn.com

Alexander Wang’s float at New York’s Pride Parade in 2017

In 2013, Wang showed he wanted to gave back to his loyal fans with free-for-all secret event in Manhattan. Lucky fans got a text informing they could pick up free merchandise at a secret location. Hundreds of people could be seen lining up the street in hope to get their hands on the branded items. In 2017 he took this idea a bit further, by organizing a 20,000$ shopping spree contest partnering up with fundraising website Omaze to benefit HIV and AIDS.

Collaborations wise, Alexander Wang was able to gain some visibility by teaming up with fast fashion leader H&M in 2014, Adidas in 2016 and 2017 as well as Uniqlo in 2018. These collaborations were also an excuse for Wang to get creative. For instance, for the one with Adidas in 2017, the brand had pop-up trucks in New York, Tokyo and London to celebrate the launch of the capsule collection. In July 2017, the collection made with Adidas was advertised with a messaging campaign and « Text-to-buy » posters around Manhattan. The collaboration was working on a see-now-buy-now process during the «Wangfest» show of S/S2018.

Not only is the brand known for its good marketing decisions, it is also known for great ethics. In 2015, For the brand’s 10 year anniversary, AW partnered up with youth support organization Do Something to create a collection of hoodies. 50% of the profits went to the organization and the campaign starred superstars such as Kim K or Cara Delevigne. For 2017’s Pride Parade, they partnered up with Trojan with a collection of condoms and temporary tattoo as well as a custom float, promoting safe sex.

Alexander Wang has clearly been setting an example for young brands on how to thrive in a saturated market and we cannot wait to see what the future hold for the brand and its charismatic designer.

by Gaétane Auffret

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