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With NYFW quickly approaching, we thought we would discuss why print is still relevant in the fashion industry. NYFW is taking place this year from February 10-15. Shops, models, agencies, and designers have all spent months preparing, and included in that preparation, are printed materials.
While going fully digital is popular, most industries still require print materials. In the fashion industry, print is still relevant as a part of clothing and accessories, as well as marketing. The fashion industry is competitive, and print can help identify a brand. For an event like NYFW, which only happens once a year and is broadcast globally, it is an opportunity for a fashion brand to make a big, long-lasting impression.
Adding unique print techniques such as foil stamping, embossing, die cutting, or varnishing are just a few ways to enhance printed materials and stand out.
Foil stamping makes a print project look more luxurious and sophisticated by creating a shining impression on the substrate.
Embossing creates a raised or etched design on the substrate, making it look almost three-dimensional.
Die cutting is used to create custom shapes and designs on a substrate.
Varnishing can be used as a protectant to create a gloss, matte, or silk look. A varnish finish can give the perception of higher quality or value to a print.
There are many finishing techniques available that can enhance a print project's design and style.
Print for the Fashion Industry:
The fashion industry consists of the design, manufacturing, and marketing of apparel and accessories. Print materials are used for a variety of events, promotions, and other purposes by businesses in the industry. Here are just some of the ways print is used in the fashion industry:
Magazines & Catalogs - Magazines and catalogs are still common in the fashion industry for new product launches. Printed magazines and catalogs help build brand awareness, spread knowledge, and can be used as direct selling tools with coupons, links, and QR codes.
Lookbooks – Similar to a catalog, lookbooks are used to show a brand’s design aesthetic, mission, and products. Typically, the purpose of a lookbook is for inspiration, rather than for pushing sales.
Business Cards – Like most industries, business cards are still a useful tool in fashion for networking, as well as promoting a store, agency, or business. This is especially true at events like NYFW where people are introduced to lots of new contacts and can be overwhelmed by all the activities.
Event Signage – The most common signage that people think of when it comes to fashion events are step-and-repeats. These are ideal for marketing where lots of photos are taken. But other common signage includes banners, wayfinding, and environmental graphics.
POP Displays - Point-of-purchase displays are used in storefront displays to highlight a brand or specific product at the point customers are ready to make a purchase. Many POP displays are designed and provided to retailers by fashion brands.
Invitations – For an event like NYFW, people are likely to get invitations to multiple events. So, creating invitations that stand out is important to get desirable attendees. Printed invitations are more likely to make an impact than an e-vite.
Packaging – A fashion brand should have packaging that is equivalent to the style of the clothing or accessories. Custom-branded boxes, bags, and other packaging are essential for a brand to have credibility.
Hang Tags - Hang tags are a printed piece in fashion that is not often considered. However, creative hang tags, not to be mistaken with price tags, are a great way to market the brand story and message, as well as provide useful information.
Rack Cards, Flyers & Brochures – Rack cards, flyers, and brochures are other useful tools for retail displays or to include in packaging. These are perfect for providing more information about the brand and product.
Print for Models:
Many models are switching to digital portfolios. However, a good way to stand out, and be prepared, is to have printed materials available. For castings, or even in improvised situations, providing printed materials will leave a lasting impression. There are two print items that every model should have:
Portfolios - A portfolio is a collection of past work. Models typically bring a printed or digital copy of their portfolio to castings and events.
Composite Cards - A composite card, also known as a comp card, is a printed card used by models detailing their most recent and best photographs, headshots, measurements, contact information, and other important modeling info.
Print is still very relevant and needed in many aspects of the fashion industry to elevate a brand, product, or event. The fashion industry is known for trendsetting. So, if print is relevant in the fashion industry, you can bet that it can be utilized for all industries.
Need to update your printed materials? Contact Omega today for all your print needs!
Written by Omega High-Impact Print Solutions’ Marketing Associate, Ava Hoch.