From the high-end designers hustling to get their gowns on Hollywood stars at any price, to the fast fashion retailers readying to serve up spinoffs of the most beloved looks from Sunday’s big event, everybody is angling to make the Academy Awards a win.
“For the fashion and beauty world, the Academy Awards are the Super Bowl,” Tom La Vecchia, founder of the digital marketing firm X Factor Media, told NBC News. “The big brands have been planning for this for months, and usually this is a big part of their spend. A brand, like say, Gucci, could spend well into the seven figures.”
While an upscale fashion brand could be splurging on a commercial spot during the show — which is still an incredibly powerful way to engage, said Allen Adamson, co-founder at Metaforce and the author of “Shift Ahead: How the Best Companies Stay Relevant in a Fast Changing World” — La Vecchia is more specifically referring to the cost of getting on the red carpet by way of an A-list celebrity, the ultimate celebrity endorsement for a designer — and one it can instantly and forever refer to as a kind of badge of honor, La Vecchia notes.
“A brand looking to [outfit] an A-list celebrity is eyeing an average of $1 million for the event,” he said. “Because they don’t want to just sponsor one celebrity, they want to sponsor several, and usually that includes not just the [attire], stylists, and everything else required, but compensation for the celebrities. The brand may also try to get into the swag bag, which is valued at around $100,000.”
Visit for a $10,000 dress, leave with a $200 blouse
Brands are counting on a pretty old-school but die-hard advertising tactic here: they’re putting their most expensive, exclusive products on parade (at the most expensive and exclusive cost) to maintain elite status, but also to move product to the masses. It’s a strategy that Adamson deems “less impactful at the top of the market,” but one that can make a big shake further down.
“There will be a few [high-end] dresses that sell after the Oscars, but the bigger opportunity is for the market that is accessible to more people,” said Adamson.
If a consumer sees a dynamite dress on Lupita Nyong’o and looks it up online to learn that it costs $20,000, she probably won’t buy that dress. But she may buy something else that bears the same swanky label.
“These brands know nobody will buy that dress because it’s so expensive, but they also know that someone may see that dress and then buy a different item from them for $200,” adds La Vecchia.
Cashing in on social media in real time
The high-end designers may rule the red carpet, but all fashion and beauty brands should be poised to benefit by monitoring the event like a hawk and being ready to pounce on social media. It may seem spontaneous as their campaigning happens in real-time, dropping trending hashtags — but the effort is intricately planned.
“Retailers should absolutely be prepared for moments [such as] a celebrity naming your brand or the brands that you sell,” said Janet Levine of Mindshare North America. “In advance of the show, if this seems likely, you should be thinking about your potential plan of action, from retweeting the celebrities in question, to figuring out if you can use that endorsement in more of your advertising, to optimizing your search marketing, to planning an interesting in-store activation.”
Levine lends the following as an example. “Let’s say that you’re a retailer that sells designs from Rachel Zoe, and then a celebrity mentions that she’s wearing Rachel Zoe at the Academy Awards. You would have someone monitoring for those kinds of mentions in real-time, and then when it happened, you could work to put forward all the Rachel Zoe items on your website, put together curated looks, [and] amplify your search marketing around that designer.”
Brands will likely be implementing social listening tools to analyze large amounts of data as it streams in. Namely they’ll be looking “to unearth patterns, insights, or even the outliers of consumer conversation,” said Levine, adding that the most universal tools aggregate hashtags and keywords to find trending topics, popular news stories, and social commentary.
“The more that brands and retailers can understand all different cuts of data, the more relevant they can be for their consumers,” says Levine.
While retailers who’ve invested in the technology to dissect this data stand to make the most of it, indie brands and even beauty salons with no tools can jump on the bandwagon. They don’t even need to be selling a relevant product, per se; it could be as simple as joining the discussion about a particular color that is stealing glances on the red carpet.
“Studies have shown that above form and shape people notice color first,” says Leatrice Eiseman, executive director of the Pantone Color Institute. “We don’t have a crystal ball, but we can expect to see a conversation around color. Designers and stylists are zooming in on it. We saw it significantly at the Golden Globes. Black was important not just because of the symbolic message it carried [for the #MeToo movement], but because it is the color of empowerment; it’s actually all the colors combined.”
Timing matters for department stores and beauty brands
Make-up brands (and the drugstores that carry them) also have a shiny opportunity here — though according to Viant, a Meredith Corporation advertising technology company that analyzed the profiles of over 600,000 people who watch the Grammys, the Olympics, and the Oscars — the best timing of their opportunity varies from brand to brand.
“L’Oreal and Maybelline brand cosmetics could launch social campaigns on Instagram timed strategically with the red carpet as people who watched red carpet coverage in 2017 are 14 percent more likely to buy L’Oreal brand cosmetics and 8 percent more likely to buy Maybelline brand cosmetics than other Oscars viewers,” said Jon Schulz, CMO at Viant.
“On the other hand, Wet n’ Wild brands cosmetics may want to deliver their messages during the Oscars primetime as these Oscars viewers are 14 percent more likely to buy their products than those who watch red carpet coverage.”
Department stores can also form insights on when to make a move during the roughly four-hour event (including the red carpet).
“In 2017, people who watched at least 30 minutes of red carpet coverage were 15 percent more likely to shop at Macy’s than other Oscars viewers, and 13 percent more likely to shop at Nordstrom than other Oscars viewers,” added Schulz. “Knowing specifically that the red carpet garners interest amongst your consumers, these retailers can develop campaigns that incorporate the celebrities, styles, and trends that are prominent on the red carpet and air these advertisements not only during the prime time, but even earlier to excite consumers about the event and their brand.”
A feast for fast fashion
In the days immediately following the Academy Awards, the pressure is on retailers to bring the trends that stole the show to their shoppers. This is a game that fast fashion retailers are positioned to win.
“Fast fashion brands will respond very quickly and will be producing either ‘replicas’ or ‘inspired by’ looks from the Oscars and have them available quite quickly for purchase,” said Sally Cotching, strategy director at Three Fold Agency. “I think Dior’s black sheer polka-dot look will be worn by at least one red carpet starlet this year, and this will most likely result in Zara and H&M carrying something similar.”
Adamson added that brands have got even better at reactive marketing in recent years.
“If they see something at the awards that added sizzle to a look, a dress, a hairdo, then they can more quickly react to not only fueling but bringing something in store to say, ‘Here is what Jennifer Lawrence wore, and here is something quite similar,” he noted.
No matter how you spin it, time is of the essence for all retailers. Both Adamson and La Vecchia noted that by Wednesday, much of the fuss over the Oscars will have died down, and consumers will be talking about something new. Of course, that’s not always the case for yet another retail subset: high-street fashion.
“It’s not uncommon for high-street designers to produce copies of the dresses the female celebrities wear on the red carpet,” said Gil Eyal, founder and CEO of HYPR Brands. “Michelle Williams’ saffron Vera Wang gown that she wore to the Oscars in 2006 is still available to buy today [from sites like Liz and Liz].”
Prince Harry and Meghan meet top UN official amid world leaders’ gathering in New York | World News
Prince Harry and Meghan have met with a top UN official during the world body’s biggest annual gathering.
Ms Mohammed said they discussed “how to engage on issues we care about deeply”, such as vaccine equity, climate action, the economic empowerment of women, youth engagement and mental wellbeing.
“It was a lovely meeting,” Meghan said afterwards.
The UN said Ms Mohammed welcomed the couple’s work to address the organisation’s 17 sustainable development goals, which were created in 2015 and include objectives like ending hunger and poverty, achieving gender equality and combating climate change.
The trio met ahead of their scheduled appearances at the Global Citizen concert in Central Park later on Saturday.
The star-studded, 24-hour event aims to encourage climate action and urge wealthier countries to share one billion doses of COVID-19 vaccines with other nations.
Billie Eilish and Ed Sheeran are among the musicians expected to headline the festival, which features performances in cities including New York, London and Sydney.
Tens of thousands of people are set to attend, with millions likely to tune in to the broadcast.
Prince Harry and Meghan are due to speak at the event in New York as part of their first major public trip since quitting as senior royals.
Earlier this week they visited the city’s memorial for the 9/11 attacks on the World Trade Center, with New York City mayor Bill de Blasio and the state’s governor, Kathy Hochul, joining them.
The UN is currently hosting the annual general assembly of world leaders, who have been discussing efforts to fight climate change and COVID-19.
Meghan has been involved with the UN women’s agency for several years, acting as “advocate for political participation and leadership”.
The Duke and Duchess of Sussex were among those chosen as Time magazine’s 100 most influential people last week.
Last year, the couple stepped down from royal duties, moving to California and launching their Archewell Foundation.
They have previously supported other Global Citizen initiatives, acting as campaign chairs for a Vax Live event in May which encouraged donations to Covax, an initiative working to provide vaccines for low and middle-income countries.
In a speech he made on stage, Prince Harry called for coronavirus jabs to be “distributed to everyone everywhere”.
German election: Voters want fresh leadership even if many seem unconvinced by the options | Politics News
They’re already putting Angela Merkel out to pasture at the Tussauds waxworks in Berlin, decking her out in clothes to go hiking, which the chancellor says she wants to do more of when she’s retired.
Madam Tussaud’s studio assistant Karen Fries says it will be strange when she is gone.
“It’s going to be weird, yes, because it’s now 16 years and we are not used to getting along without her, but we’ll see.”
The same sentiments are around the corner at the Brandenburg Gate.
Another race was under way ahead of the election: rollerbladers gathering to speed around the route of the marathon that is run this weekend.
“Both of us, we are 23,” two young bladers told us. “We just know Angela Merkel. So I think an era comes to an end.”
Another man told us none of the candidates can replace her: “No, they are too weak.”
Is this just another country’s election or one we should all be interested in?
Angela Merkel was called the leader of the free world, a moniker she herself thought was absurd. But it gives a sense of the void she may leave in these uncertain times.
Mrs Merkel has been credited with steering Germany through numerous crises but critics say she did not do enough to see them coming or warn Germans about others on their way.
Matthew Karnitschnig, Politico’s chief Europe correspondent, says: “The problem is that Merkel has shielded the population for a very long time from the realities of what’s going on in the world.”
Mrs Merkel was more of an administrator than a leader, he says, and has left one key question unanswered for her successors to address.
The way they do could have ramifications far beyond Germany.
“What’s at stake, really, is what role Germany is going to play in the world,” he says.
“Does Germany want to be a real player on the world stage, or does it want to act more like a giant Switzerland in the middle of Europe, trying to be all things to all people?”
Germany after Mrs Merkel will be under pressure from America to take on Russia more and be a more useful partner within the EU.
For Europe’s largest country and richest economy, it has not punched at its weight in the minds of many in Washington and elsewhere.
Others agree that Mrs Merkel cossetted Germans and protected them from global realities too much.
Green MEP Sergei Lagodinski, who helped write his party’s foreign policy, told Sky News: “I do hope very much that after this very comfortable sleep that we had with a very comforting leader who actually drove us and directed us quite good through a couple of crises, we need now to wake up not only to survive crisis and get back to the business as usual, but try to reimagine both Germany and Europe in this new age.”
The world and Germany are very different now than 16 years ago when Merkel first came to power.
Climate change, populism and artificial intelligence are all challenges that need proactive leadership, arguably not a strength of Mrs Merkel’s.
“I think it’s tremendously important, not just for Germany but for Europe,” Mr Lagodinski says.
“We have a situation where we have a change in terms of who’s going to lead Germany but also we have a totally changed global situation.”
There is the sense of an era coming to an end on the eve of this important election.
In the dusky light of a warm September evening, the voters we spoke to seemed relaxed about the future but conflicted too.
They want change but also continuity.
There is a yearning for stability with such a familiar figure bowing out and in such unpredictable times. But 16 years is a long long time to have one leader, we have been told repeatedly.
Germany and the world have new challenges to take on and new demons to fight, and voters want fresh leadership even if many seem unconvinced by the line-up they have to choose from.
Dean Berta Vinales: Fifteen-year-old World Superbike star dies after crash during race in Spain | World News
Fifteen-year-old motorcyclist Dean Berta Vinales has died following a crash at a World Superbike Championship race in Jerez, Spain.
After 11 laps in the Supersport 300 support race, the Spanish athlete crashed at the second turn, along with three other riders.
He suffered severe head and spinal injuries and was treated by medical crews who arrived on the scene, World Superbike said.
They attended to him on the track, in an ambulance and at the circuit medical centre.
“Despite the best efforts of the circuit medical staff, the Medical Centre has announced that Berta Vinales has sadly succumbed to his injuries,” World Superbike said.
The race was red-flagged by the director and cancelled, along with the rest of Saturday’s action.
Vinales was MotoGP rider Maverick Vinales’s cousin and he rode for his uncle’s Vinales Racing Team.
In a statement on social media, Vinales Racing Team said it was “devastated”.
MotoGP said on Twitter: “We’re devastated by the tragic loss of @DeanBerta21 following a crash in #WorldSSP300 Race 1 today.
“Sending all our love and strength to Maverick Vinales and Dean’s entire family, his team and loved ones.”
Six-time MotoGP champion Marc Marquez wrote: “Rest in peace Dean. All my support to family and friends.”
We’re deeply saddened to report the loss of Dean Berta Viñales.
The #WorldSBK family sends love to his family, loved ones, and his team. Your personality, enthusiasm, and commitment will be hugely missed.
The whole motorcycle racing world will miss you, Dean. Ride in Peace. pic.twitter.com/46KuUt4Vnl
— WorldSBK (@WorldSBK) September 25, 2021
World Superbike said Vinales was “enjoying a recent run of good form” in his rookie season in the FIM Supersport 300 World Championship, coming in fourth in Race 2 at the Magny-Cours circuit and sixth in Race 2 at the Barcelona-Catalunya track.
He had set the fastest lap in Race 1 and the organisation said he was “showing great potential”.
The tragedy is the latest in a series of crashes that have claimed the lives of young riders.
Fourteen-year-old Hugo Millan died after crashing at a race in Alcaniz, Spain in July, while Swiss Moto3 rider Jason Dupasquier, 19, died in May from injuries he sustained in a three-bike crash during a qualifying session at the Mugello circuit in Italy.
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