The Media Tracker: the fashion heat up

With Fall Fashion Week(s) underway, we're seeing a shift in campaign launch timing compared to past years, with RON & takeovers in full swing this week

Author

Melanie Singer
September 19, 2024

The Media Tracker

This week we're diving e-commerce based companies launching ad campaigns earlier this year, amid the fall fashion weeks.

What's 🔥 Right Now

The Fashion Heat Up

  • Tumi is running ads across NYTimes this week, promoting The Voyager Collection.

  • Shinola ran a HPTO across WSJ this week, promoting The Mooncraft Monster Chrome watch.

  • Lafayette 148 is running ads across WSJ this week, promoting their Fall 2024 collection.

  • Louis Vuitton is running ads across NYTimes this week, promoting their Women’s Fall-Winter 2024 Collection.

  • Prada is running a week-long HPTO across Air Mail, promoting their Fall 2024 Menswear Collection.

  • Celine is running ads across NYTimes this week, promoting their Triomphe Collection.

  • Van Cleef Arpels is running ads across WSJ this week, promoting their Alhambra jewelry.

  • Hermes is running ads across The New Yorker this week, promoting their Barénia Fragrance Collection.

  • AG is running ads across WSJ this week, promoting their fall collection.

The thought: unlike last year where many fashion based companies launched ad campaigns after the various fashion weeks ended, there’s a shift in timing with many choosing to launch their Fall 2024 collections in the midst of all the shows. As I’ve always thought, high end brands like Tumi, Shinola, Hermes, and others, have a similar desired audience reach to sectors like business & finance. These business decision makers with high HHI are most likely going to engage with these brands just as they are with Merrill Lynch or Bank of America.   

Ads across the web this week

Notable Campaigns 

Shinola ad on WSJ

Shinola ran a HPTO across WSJ on 9/16, promoting their Mooncraft Monster Chrono.

AMD ad on Fortune

AMD ran a HPTO across Fortune on 9/16, driving awareness around their data center for AI and how they can transform your business.

Lincoln ad on The Atlantic

Lincoln ran a HPTO across The Atlantic on 9/16, driving to their studio piece on how modern couples are redefining the idea of ‘better half.‘

Prada ad on Air Mail

Prada is running a week-long HPTO across Air Mail, promoting their Menswear FW24 Collection.

Stand with Crypto ad on Politico

Stand with Crypto is running a multi-day HPTO across Politico from 9/17-9/19, drawing awareness to national voter registration day and how this election is critical for the future of crypto.

Meta ad on NYTimes

Meta ran a HPTO across NYTimes on 9/17, driving awareness around their new privacy protections for teen accounts.

Dell Technologies ad on WSJ

Dell Technologies ran a HPTO across WSJ on 9/17, driving awareness to all their products.

Salesforce ad on Forbes

Salesforce is running a multi-day HPTO across Forbes from 9/17-9/19, promoting Dreamforce.

FM ad on Bloomberg

FM ran a HPTO across Bloomberg on 9/17, driving awareness towards them being a leader in commercial property insurance.

Oppenheimer ad on WSJ

Oppenheimer ran a HPTO across WSJ on 9/18, driving general brand awareness messaging around their financial offerings.

Hulu ad on Vox

Hulu ran a HPTO across Vox on 9/18, promoting the new series Aaron Hernandez American Sports Story.

DHL ad on Fortune

DHL ran a HPTO across Fortune on 9/18, driving awareness to how they’re streamlining the supply chain.

Gray Scale ad on Bloomberg

Gray Scale ran a HPTO across Bloomberg on 9/18, driving awareness to their Bitcoin Mini Trust Fund.

Genesis ad on Semafor

Genesis ran a HPTO across Semafor on 9/18, promoting their GV80.

Wells Fargo ad on Bloomberg

Wells Fargo is running a HPTO across Bloomberg today, 9/19, driving to their studio piece on how Ryman Hospitality Properties’ is supported by Wells Fargo.

Newsletter Tracker

Silicon Valley Bank sponsorship on Axios Pro Rata

Here's a link to the full newsletter list

Across the newsletter tracker, this week has a STR of 67%, 3% down from last week 💰

New Branded Content

Bayer studio piece on The Atlantic

Here's a link to the full branded content list

Industry News + Product Launches

  • Semafor launched its Gulf edition this week as they expand across the globe. They’re launch sponsor is Mubadala.

  • KKR and Axel Springer finalized a deal to separate classified business from its media properties.

  • The Dow Jones is expanding its Journal House in an effort to bring in more revenue through event sponsors and membership value.

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