TCU Athletics, IMG Partner at NYFW
9/18/2017 12:00:00 AM | General
Yes.
This spring, TCU Athletics, through its trademark licensing program, partnered with the university's fashion merchandising program on a design competition that awarded a TCU student a VIP experience at NYFW: The Shows this fall as part of IMG College Licensing's (IMGCL) Collegiate Experience. IMGCL worked with its sister division, IMG Fashion, which operates NYFW: The Shows, to provide the behind-the-scenes student development program.
IMGCL's Collegiate Experience at NYFW: The Shows arose from a brainstorming session between TCU Athletics and IMGCL, the university's exclusive licensing agency. IMGCL's spring national marketing campaign, Rock Your Colors, featured an online sweepstakes where one lucky college fan received a VIP Tour at NYFW: The Shows. TCU's trademark licensing team evolved the idea further by creating a contest for TCU fashion design students, with the winner receiving a similar VIP experience at NYFW: The Shows.
The IMGCL Collegiate Experience was then offered to other institutions with a fashion academic program, with five signing on to participate: Michigan State, Texas A&M, Cincinnati, South Carolina and Missouri.
The first round of TCU's competition required any interested fashion merchandising major to submit flat-lay designs, choosing three TCU-branded products and putting together an ensemble that would be considered "game day chic." The top six vote recipients, via Twitter engagement, advanced to the second round, which required similar flat-lays of outfits that would be suitable for "a night on the town."
The final three contestants were then afforded an opportunity to outfit a model for a photo shoot. The theme of the look was "Ballin' on a Budget," where each of the three students were given $100 to spend on the complete look, including at least one TCU-branded item. Each student also received photos from the shoot for their portfolios.
TCU senior Anna Kindred put together three winning looks that earned her the VIP experience at Skylight Clarkson SQ in Manhattan.
The IMGCL Collegiate Experience included a full day of activities, where the students brushed shoulders with some of the biggest names in the fashion industry. The students were given access to a variety of partner experiences, including Reebok and TRESemme. The students were also granted access to second-row seating to the Toaray Wang show, followed by a group tour of The Shop, which is a pop-up shopping experience that featured t-shirt designs promoting self confidence that were created by top designers and sold to benefit UNICEF. The students also took part in a one-hour industry panel, led by three leaders of IMG Fashion. The day concluded with a backstage tour, where students walked down the runway into the backstage area where the beauty crews are located throughout shows.
"Best day ever. Best day ever. So many great experiences," Anna said via in Instagram story at the conclusion of NYFW: The Shows.
Anna's mother, Dr. Meya Kindred, accompanied Anna on the experience and witnessed, firsthand, the invaluable experience afforded these college students.
"From start to finish the IMG staff gave the students their undivided attention, made them feel welcomed and respected, answered their questions, and gave them a glimpse into the fascinating inner workings of the fashion world," Dr. Kindred said. "As a 'fly on the wall' I was privy to many of the comments of the students. In summary, I think each student left inspired and motivated to strive for the stars."
"It has been such a wonderful experience for the Fashion Merchandising program to partner with TCU licensing for the Rock Your Colors student competition," said Janace Bubonia, Professor and Department Chair of Interior Design and Fashion Merchandising at TCU. "This was an amazing opportunity for our department and our students. I look forward to working with TCU licensing again in the future."
"Partnerships like ours and the ability to impact students' lives and help them along their chosen career paths make what we do on a daily basis so rewarding," said Drew Martin, TCU Associate Athletics Director for Marketing and Licensing. "I am excited to see this relationship with fashion merchandising grow and bring more opportunities to engage our talented TCU students in the fashion merchandise industry, including collegiate licensing."
"We always strive to be the best partners we can be, and part of that is leveraging the resources we have available through WME|IMG to deliver unique educational opportunities and once-in-a-lifetime experiences for students, alumni, and fans," said Cory Moss, SVP and Managing Director of IMG College Licensing. "Our goal is to help elevate our partners' licensing programs so they can provide these programs and benefits to their campus beyond what a traditional licensing program can provide."
