A New Crossroads in the Fashion District
The operators of the Los Angeles Fashion District’s major apparel-showroom buildings are launching a marketing vehicle to take full advantage of the Los Angeles Fashion Week spotlight.
Several weeks ago, the California Market Center embellished its interiors and exteriors with new paint, banners and signage. Now, a joint marketing campaign will promote The Intersection, the hub of 9th and Los Angeles streets where the CMC, Cooper Design Space, New Mart, Designers & Agents and the Gerry Building are based.
Organizers will roll out an ad campaign during Fashion Week touting The Intersection as a meeting point for business and pleasure. The mission statement for the project says The Intersection’s “vibrant collection of commercial spaces for trading goods, exchanging ideas, and creating trends define Los Angeles’ place on the map as an international fashion center.”
In addition, the group will explore other projects and events, such as adding signage and hosting a Little Black Dress benefit for November’s Fashion Week.
The project has the usually competitive building owners working side by side.
“In this case, we all have a common goal, and that’s to raise the visibility of Los Angeles and bring retailers to the market,” said Jennifer Uner, executive director of advertising and communications for the CMC. “We’re looking to generate some excitement and are looking forward to doing some good things together.”
Uner said the group will be talking with Los Angeles city officials and other civic groups to gain ideas and assistance.
So far, feedback has been positive, said Uner.
Buyers, press and other Los Angeles Fashion Week visitors will have a lot of ground to cover. This season’s Fashion Week will include Mercedes-Benz Shows L.A. at the Downtown Standard Hotel, Smashbox Fashion Week at Smashbox Studios in Culver City, Calif., and other venues, including the Orpheum Theatre and the Shrine Auditorium.
Organizers of The Intersection hope to make an impression on the large turnout expected for the Mercedes-Benz debut. —Robert McAllister
