Which Billboards We Expect To See in New York During Fashion Week in September
Fashion week is just around the corner. While the Spring 2021 Fashion Week only ran for three days, Spring 2022 Fashion Week is scheduled to run from September 8th through September 12th. The show is celebrating being back in person after two seasons of primarily virtual, digital shows. So far there are 91 shows scheduled. The opener is Ulla Johnson, and the closer is Tom Ford. Both Altuzarra and Thom Browne are returning to New York Fashion Week. Carolina Herrera and Rachel Comey are launching anniversary collections.
What message do you want to get across to the audience that will be attending Fashion Week? What are the demographics that will be primarily in attendance? How do you target this unique demographic? These are the questions to consider as you look to make an impact during September Fashion Week in New York City.
With the return to in-person Fashion Week in New York, we anticipate New York Billboards will be in even higher demand. Currently, billboards in New York City have an average cost of $2500. This ticket price can go up during certain high traffic times. However, it is well worth it. Due to the high visibility of over 2000 billboard locations in New York City, median impressions are at 2.02 billion.
The Aesthetic
The aesthetic of billboards, specifically during Fashion Week, is unique. Billboards often focus on upcoming trends, and it will be no different this year. Trends to pay attention to as we look forward to 2022 include:
- Slimmer suits in pastels
- Athleisure wear
- Party attire
- Exposed midriffs
These forecasts build on existing trends and take them in new directions. It is important to recognize how these trends have grown out of what we have learned during the pandemic (focusing on comfort) and still look forward to the post-pandemic world–mini dresses and sleek silhouettes. These trends are certain to pop up on billboards even if the advertisement is not about fashion or clothes.
We anticipate that billboards during Fashion Week will go beyond the subject of fashion. Companies are facing a unique struggle in recruiting in the post-pandemic environment. Many families may have adjusted to a single income, while others may have found better opportunities during the pandemic as the world finally recognized the benefits of telework and remote work. We still anticipate a large number of recruiting billboards as companies work to find different ways to attract talent.
Certainly, we will see some big-name fashion designers on billboards throughout New York City. Alexander Wang, Balenciaga, Balmain, Gucci, and Chanel are all easily recognizable just from billboards in Times Square. Of course, more recognizable name brands will usually opt for digital billboards which are especially present in the high traffic areas of New York City.
Digital Billboards
Digital billboards are much more expensive, with an average cost of $16,000. However, with only 262 locations, digital billboards put up an impressive 1.09 billion median impressions. The most recognizable digital billboards in Times Square boast over 300,000 impressions daily. Another benefit to digital billboards is that they are more eco-friendly. Because the advertisement is delivered electronically, you do not need to physically deliver or dispose of it, cutting down on emissions.
When considering billboard advertising, it is important to consider the benefits and challenges that come with out-of-home advertising. You have a less captive audience, and they are often only seeing your ad with a glance. If your billboard is off a highway, you may only have a couple of seconds to catch their attention.
With billboard advertising, less is usually more. You want short phrases (seven words or less) and simple images. One benefit is that you have the surrounding environment to work with. With AdQuick, you have access to an interactive map-based platform, which allows you to consider your surroundings while designing your ad.
If you have chosen static billboard advertising as your medium, there are a few things to consider to make your campaign more environmentally friendly.
- Use a sustainable billboard that is recyclable.
- If you must use vinyl, consider repurposing it once the campaign is over.
- Consider static digital advertising options.
Whatever type of billboard advertising you are considering, it is important to really focus on your message and goal. Spring 2022 Fashion Week is not just marking a return to in-person Fashion Week and getting back to normal. It is also another celebration of New York City opening up after the devastation of COVID-19.