What Fashion Week is Like For the Person Behind NYFW
Author:Fawnia Soo HooUpdated:Feb 10, 2020Original:Feb 10, 2020While New York Fashion Week may be a six-day commitment for some of us, the bi-annual event — with all its runway shows, parties and surrounding frenzy — is a year-round undertaking for Kristen Hammond, Senior Director of Digital Content and Strategy at IMG, the international entertainment marketing conglomerate owned by Endeavor that runs "New York Fashion Week: The Shows.
"It takes a village," Hammond says as we sit in a conference room straight out of "The Bold Type," surrounded by floor-to-ceiling windows. She graciously credits her direct team of two managers and an associate director for helping pull it all off. During New York Fashion Week, Hammond hires around 10 photographers, plus two or three video crews to capture video and photo footage of shows, designer interviews and panels.
I wish I was a wizard. There's no typical day at fashion week, but I'm a really early morning person. I start my day at about 4:00 a.m. When I have my coffee, I do a round of analytics and look at how our performance is going along from the past day and also how it performed for the past week to date. I look at our designers — because we really want to support them — and the messages that they're communicating on their channels.
There's also a playful side of things. We do something called 'Overheard at NYFW' and it's snippets of anonymous things that people say. So we want to interject a little personality, too. There are serious issues that are happening in fashion and we should be a part of that, but there's also a playful and delightful fun side of fashion that can be a nice — a little snippet for people to enjoy.Well, coffee is number one. Obviously phones.
What type of feedback have you received during the week that's been memorable or valuable to help you do your job? It's more 'I want to hear more of this.' We definitely listen and respond and also hear a lot about what people are liking — not just passively viewing a video. They're liking it and they're saying, 'I'm so surprised' or 'I love this person' or 'this is my favorite model.' Those are things that we obviously pay attention to because, at the end of the day, we want to have a conversation with our audience and we want it to be an interesting one.
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