As a journalist and blogger, I have covered fashion week for 19 seasons (I know, crazy), and I can tell you that I STILL haven’t figured out a 100% foolproof method to the madness. I have, however, implemented some routine steps that have streamlined and simplified everything from what I carry in my bag for a 12-hour day packed with shows, to when I write and how I format my content and what I cover.
Since all of our blogs are wonderfully different, I can’t necessarily dole out advice that works for all, but I’d like to propose some questions for you to think about, which will help to create the most effective content and manage your, and your readers expectations successfully, without getting too overwhelmed by the myriad of shows that were just seen.
What gets you most excited about Fashion Week?
This might be somewhat of a ‘duh’ question, since fashion week can be so eye-opening and amazing, but I think upfront, ask yourself why you want do it — is it to be a part of the ‘action ? Are you using it to network and meet people?
Do you want to get your photo taken for wearing a great outfit? Are you addicted to the adrenaline rush of the lights going up and the music starting? Is there a designer whose show you’ve been dying to see? Think about it, and be honest with yourself; this could be lead to a clear indication of what kind of coverage you should focus on.
Can you take some of your branded content — & give it a Fashion Week spin?
What do you offer readers that is unique, and intrinsically, one of the signature features of your blog? Can you take this column and give it a ‘fashion week edition’ kind of spin? If you take outfit photos quite a bit, do it from fashion week. If you talk about DIY or give how-to advice, pick something that you see on the runway or even on a fashion week attendee, and give it a go. If you tend to report on fashion news and trends, wait until later in the week and do round ups on what you’ve been spotting.
How much do your readers care?
If you’ve covered it before, look at your analytics from last season to see what posts have done the best ((and the worst) from the week. Think about the demographics of your readers and what posts have evoked comments as well. Consider how familiar your readers may be with the designers showing, or the ones you plan to cover — are they household names? More obscure? Up-and-coming? Is that what your reader would truly like to know about? If you’re going to carve out space on your blog for fashion week coverage, be sure that it is done in a way that your reader truly appreciates, regardless of you thinking it may be cool to attend.
When do you realistically plan to write?
This is the final step that should cement what kind of coverage you provide, and when you can do it. If you have created a jam-packed schedule that hardly allows any time for you to grab food, then you shouldn’t set promises of content for yourself that will be hard to meet, such as multiple posts per day. If you plan to largely post at the end, or even post-fashion week, this may permit you to frantically run from show to show without having to lug a laptop and chargers in tow. I recently cut back on carrying around my laptop all day long, but since I had assignments due for other sites, I decided that most days I would leave shows by 8pm and wouldn’t start any until 10 or 11am in order to write at the end of the day and each morning.
Think about how you can manage your schedule to match when you plan to write, and if you are dead set on posts throughout the week, buffer extra time in there to allow for grabbing some caffeine and nutrients to keep you going before you buckle down at the keyboard.