Fashion week, good or bad for business?

Fashion week good or bad for business

About the origins of the term “pre-fall”, we’ve often wondered. While it may be confusing by the name itself but these smaller, yearly, in-between-sessions collections are essentially the designer’s moneymakers, though often presented with less pomp and circumstances than those at Lincoln Center.

There’s a major shift at Fashion Week that has just as much to do with the clothes on the runway as it does with styles that hit stores, according to a report by WWD today. The report points out a major business dilemma that some designers are facing, coining the term “prêt-a-couture. Not only fashion weeks have become a place to introduce collections but also it’s a chance for a brand to show its product like works of art and new technologies and the highest quality offerings. Not as successful for sales but great presentation.

Lozaro Hernandez, one half of the design team behind Proenza Schouler, says that the runway clothes are delivered late and the sell points are kind of crappy because retailers spend most of their dollars on the pre-session while they’re delivered late. The article suggests that these supposed “prêt-a-couture” collections may shine for their exquisite attention to detail, we so eagerly wait to see on the runway, but they’re not living up to their retail potential. Fashion Weeks are of course about brand awareness, trend forecasting and innovation, which is more than sales and play huge role as well. But it’s possible we could see some changes to the twice-yearly event the fashion world always anxiously wait, without the business to backup.

Fashion week good or bad for business

Fashion week good or bad for business


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