Suhad Shtayyeh
Amman, October 16, 2017
by Suhad Shtayyeh

Priyanka Chopra Dressed In Bottega Veneta || The Game of Sponsorship vs. Advertising

First there was the internet then there was social media and things will never be the same again.For those of us who have been around long enough to witness the transition and more importantly the change in power players, it has been entertaining to say the least.

For decades the fashion industry was controlled by advertiser dollars. Brands would literally pay hundreds of dollars to advertise their brands in magazines.The magazines would suddenly be at the mercy of these labels, which translated to the customer being influenced by these magazines to purchase these brands.Imagine how much money Guess jeans paid in advertising, their images splashed all over magazines such as Vogue and Harpers Bazaar, and imagine how important it was for us to own a pair of Guess jeans ultimately…

Today, with the influence of the internet and social media the brands are no longer in control of the process the influencer is… Today instead of brands spending advertising dollars, they are instead spending big sponsorship dollars, offering to support (operative word, ‘support’ it’s not just advertising) this that or the other in hope of an influencer wearing their pieces.

Case in point Priyanka Chopra in Bottega Veneta on Saturday evening in LA.Not necessarily a brand worn traditionally by the actress, the label doled out hundreds of thousands in sponsorship money to the Hammer Museum in support of the gala event in the hope that Priyanka (and she did) would wear one of their pieces.

Oct 16, 2017