The Met Ball as Fashion's Pr Platform
Autor: vivibling • October 21, 2017 • Case Study • 391 Words (2 Pages) • 658 Views
Case Discussion: The Met Ball as Fashion's PR Platform
Please read the article titled “Is the Met Ball Becoming Fashion's Biggest PR Platform?” Since this article was posted in 2012, have you noticed an increase or decrease in importance of the Met Gala? What has facilitated this change in importance? How does this play into the total IMC plan?
When I first noticing the Met Ball is that the Chinese costume theme : Through the Looking Glass in 2015, there’s many Chinese social media comments about the celebrities wearing in this event. Since then, the Met Ball is becoming one of the biggest fashion events, every year more and more people would follow.
Met Ball's unofficial interpretations show its position more important: "annual team", "East Coast Oscar" and even commentator Paul Wilmot straightforward calling it "ATM machine"
Unlike the purely commercial operation of the celebrities marketing, Met Ball is more like a public relations publicity. Highlighting its contribution in the field of charity, shaping the positive image, those clothes which will not flow into the retail market dressed in celebrities, which to further promote their own positioning and value. For example, Rihanna worn that high-end homemade piece by Guo Pei in 2012.
Anna Wintour played an important role in transforming the party from local charity activities to the ultimate cocktail party with celebrities and authorities. She called for a number of fashion celebrities, including the film and music industry and even political elements. This combination was so fascinating that President Trump chose to propose to Melania in a 2004 charity ball. Besides, tickets for this event are also one of the most difficult entrance in a year. This exclusive makes the Met Ball even more popular. After that, the guestlist is getting longer and longer, the fare is also like a roller coaster riding all the way. Tickets are high, but not affluent people can buy, also not everyone needs to pay for themselves. Most of the Met Ball tickets are purchased by the brand, even not only limited to the fashion industry.
"Every brand which wants to attract publics is expected to qualify for admission." said Andrew Au, CEO of Intercept Group, in an interview with Forbes.
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