Fashion shows function well as a marketing tool.
Models walk down runways showcasing what the brand is selling. It’s a common-sense tactic.
Yet, this marketing play doesn’t have to be common, as Boot Barn illustrates with its recent Boot Barn X Wonderwest Fashion Show. The western lifestyle brand did something that can inspire any B2C or B2B company that does marketing-related events.
Its avant-garde show blended a fashion film into a live fashion show in Nashville that debuted on the Boot Barn website. Then, it repackaged the show and the behind-the-scenes efforts into video streaming on Hulu.
Let’s look at what worked and what could have been done better in the strategy. Just one note before we do: These takeaways do not relate to the artistic concept of the fashion show — debating what’s good art isn’t that helpful or productive for marketers.
1. Tell more of the story
Boot Barn’s fashion show’s website page includes a section, “Behind the Scenes — The Making of the Fashion Show.” It notes that it took more than 100 hours of filming over five shoot days in two countries. It included 75 runway looks, 36 models, and eight dancers.
In the show’s streaming version on Hulu, it uses over half of the 38-minute video to take viewers behind the scenes, explaining the show concept and production and profiling the three charities supported by the show’s celebrity partners.
What works
Giving your audience a look at what they couldn’t see otherwise gives a feeling of exclusivity. There’s a reason backstage passes are prized — the holders get to see what happens to make the event possible and see the performers in their non-stage persona.
In the streaming video, viewers learn about the unconventional concept, hear from people involved in the production, and see what it took to get to the public performance.
On the website, Boot Barn uses numbers to give a glimpse into what it took to produce the fashion, positioning the show as a big production. In the streaming video, the clips begin with an unseen voice at one of the shoots, “Are you guys ready? And action!” and show shots that make the viewer realize this fashion show won’t be as simple as models walking down a runway.
What could work better
Boot Barn should have created more content for the website. It took five days to shoot the 47-minute show. While that story is told more in the video, the website just highlights a few numbers. The website’s behind-the-scenes content seems like an afterthought. Yet, the website is an ideal place to tell even more of the story.
What did those five days (and all the planning days before that) look like? How many crew members were involved? Where did they shoot? How did they choose the models or the creative formats? What were the funny outtakes or impressive moments that didn’t make the final version?
Boot Barn had all the material to tell more and better-developed behind-the-scenes stories. Its audience likely would have loved that kind of backstage pass.
2. Connect the story to the mission
On the fashion show’s page, below the header, Meet the Models — an Army of Femme Fatale Vixens, it reads: “More than a fashion show, this project is about empowerment, strength in numbers, and creating a space to share the stories of the unseen and the unheard. Meet the army of women who helped bring this creation to life.”
Photos of four models (Mia, Syndney, Rainey, and Kyla) are shown, accompanied by a quote related to confidence. As Mia says, “My confidence comes from not caring what other people think and just living life by my own rules.”
What works
Models often work as voiceless mannequins — they’re paid to showcase the clothes, not speak, let alone express an opinion. It plays well to the Boot Barn show’s theme of the “voiceless.”
What could work better
The meet part of the meet-the-model feature wasn’t executed well. First, it includes only four of the 36 models. And frankly, the viewer barely “meets” them — a single phrase about the origin of their confidence does not make a good “meet.” Nor does it reinforce the label of “femme fatale vixen.”
The bigger issue with this feature is that Boot Barn promised too much. It tells the viewer that the project is about empowerment and sharing the stories of the unseen and the unheard. Yet, it doesn’t do that here.
3. Partner for purpose and reach
Boot Barn partnered with three singers and their charities for the event — Miranda Lambert and her MuttNation and Lucky Break Rescue charities, Jelly Roll and the Mustangs of America Foundation, and Riley Green and his Heroes and Horses charity for veterans.
Each charity, along with its singer, is profiled in the streaming video. On the website, Boot Barn briefly discusses each singer and charity and links to each nonprofit’s site.
What works
Having a mission that goes beyond “sell things” always resonates with audiences. By partnering with high-profile singers who specialize in country music, Boot Barn strengthened its credibility among the target audience and reached a wider audience.
The vignettes in the video are masterful storytelling that fit the tone and mood of the entire Boot Barn event.
What could work better
Nothing. They did well at making the most of the celebrity and charitable partnerships.
4. Think ahead
What works
Countdowns create a sense of urgency (act now or lose the opportunity) or excitement (the event is coming soon). Think of New Year’s Eve celebrations. Boot Barn went for excitement in this Facebook Reel captioned, “We’re in the final days leading up to the Boot Barn X Wonderwest Fashion Show. Watch the show at 11.18.24 at 6PM CT on Boot Barn.com.”
As a side note to the actual post, the caption explains Boot Barn would host the live show on its website rather than send viewers to YouTube or Hulu (where it now streams). Directing audiences to your website — where they may more easily explore your other content — is almost always a good choice.
What could work better
The countdown could be more specific. “Coming soon” is good. “Two days until it starts” is better. “Exact time until it starts” is the best. Live countdown clocks are abundantly available to be added to a website or social media post.
Going beyond the event
Boot Barn invested a lot into its fashion event and the final product — the video streaming on Hulu — is an intriguing and entertaining watch. However, if its content team and the event team had worked together more closely, the brand could have had an even bigger hit across all its channels.
It’s a great lesson on the many content-focused opportunities that lie untapped around your events. It’s also a kick-in-the-pants to get a meeting between the content and events teams on your calendar ASAP.
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Cover image by Joseph Kalinowski/Content Marketing Institute