Driving Business Evolution for Fashion Brands: MADE
Founded in 2009, MADE began as a disruptive outsider force in the Fashion Week landscape: identifying, developing and launching the careers of now-prominent designers such as Alexander Wang, Proenza Schouler, Joseph Altuzarra, and CFDA award-winners Public School through its MADE Fashion Week incubator. Because of its unique business model, MADE was a silent force in the fashion world that had long struggled with securing mainstream media exposure and breaking through to a general audience.
MADE had to find a way to plant a flag in the business space, develop its niche outside of just fashion and build its profile enough to get involved in deeper collaborations with top-tier partners such as American Express, Accenture, and the Bill, Hillary & Chelsea Clinton Foundation.
SKDKnickerbocker set out with a primary strategic imperative: Identify a key moment in MADE’s history and leverage it into an overall statement about the fashion industry seeking a new approach to artistic development and presentation. The firm aimed to translate this fashion industry moment into a front-page business story for The New York Times, consciously bypassing the style section.
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