Re-inventing Fashion Digitally


by Oliver Gallego, Spring 2015 Marketing Student, Tobin College of Business, St. John’s University

Epson recently held a fashion show at Industria Superstudio in Manhattan, New York the day before the renowned Mercedes Benz Fashion Week. While I’ve heard of Epson before, and possibly you too, it comes at a surprise that a vast Japanese technology company producing printers is at Fashion Week.


Why did Epson consider becoming part of the fashion world? From a marketing standpoint, this creates exposure and new consumers. The printing technology provides another level of creativity and functionality for new and young fashion entrepreneurs and well-developed brands looking to produce their own art in a more efficient and affordable method.

When you first enter the complex it was very exciting and the small space didn’t seem to bother me because of the adrenaline that I was experiencing. When I received my wristband for admission I felt exclusive – not just anyone can go in. I couldn’t help, but notice Entertainment News was present and there was a small area where they were interviewing some attendees. This brought more excitement as I began entering the show. How else can everyone talk about this show without writing lots of paragraphs about their experience? A simple social media card that read #epsondigitalcouture where people can add that hashtag to any of their photos on Instagram or tweets related to the event. Upon getting past the entrance there was a light show heading up to the show, which really caught many people’s attention. You couldn’t resist, but take a picture and hashtag #epsondigitalcouture.

The event showcased fashion designs and models posing with the designers. It was a bit difficult to get around and see the different designs, because all the photographers were trying to get the best show of the designs. One thing that I didn’t expect was, the models did a stare down on your camera when you were taking a photo of them, which was expected, but still surprising. Epson provided refreshments for the attendees to ensure they are having a good time, which was probably costly, but in the end added enjoyment for the event.

Epson had a printer to provide souvenirs for the viewers. They were printing out designs and handing out bags. This created exposure about what Epson does and how it can be of use in the fashion industry. This was a great experience, thanks to Seventh House PR, without them I wouldn’t have learned the small things from giving out social media cards to Epson providing an interesting view on how they can make an impact in the fashion industry.

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