"Whether it's kitting out sorority members for much-photographed events or hosting game day parties, fashion brands - including J.Crew, Faherty, LoveShackFancy and more - are popping up on campuses across the US in order to tap the boom in college-aged content creators. By staging social media-friendly events for students who are already sharing their college experiences online, the hope is that they'll be able to influence not just their peers, but followers far beyond their respective campuses."
"Urban Outfitters, for example, has a history of being present on college campuses - it operates shops on 20 campuses nationwide. This fall, for the second year in a row, it hosted "UO Live" school year kick-off parties at the Universities of Tennessee, Arizona and Colorado, featuring performances from artists like Yung Gravy and DJs Sidequest and Rebecca Black. The event was designed to foster community building on campus - and create a positive association between students and the brand."
Fashion labels are increasingly activating on US college campuses to tap college-aged content creators. Brands such as J.Crew, Faherty and LoveShackFancy stage social-media friendly events, kit sorority members, and host game-day parties to reach students who already share college experiences online. The strategy aims to influence peers and broader follower networks beyond campuses. Brands should ensure campus activations have a natural reason and align with core identity while genuinely enhancing the college experience. Urban Outfitters operates shops on 20 campuses and hosted UO Live kick-off parties to foster community and positive student associations. Student ambassadors and athlete partnerships offer effective campaign opportunities.
Read at The Business of Fashion
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