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SkiftDesign: Hotels vying for attention partner with fashion designers for PR buzz

Excerpt from USA Today

Sep 05, 2012 12:52 am

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Rather than plaster a single fashion brand all over a hotel, hotels like the W are opting to host fashion shows that create a buzz by providing content for the hotel’s social media platforms.

— Samantha Shankman

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Hotels increasingly are turning to the world of fashion to make their properties more attractive to guests who want a touch of luxury, and to create a source of buzz.

As New York City’s Fashion Week 2013 spring collection shows get underway, Starwood’s trendy W chain on Wednesday is announcing a partnership with the Council of Fashion Designers of America, in which emerging clothing designers chosen by the council eventually will visit W’s 42 hotels around the world to display their new designs.

W hotels from Boston to Bali will host designer trunk shows that will give budding designers exposure to potential customers, says Starwood executive Carlos Becil.

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