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  • Subject area(s): Marketing
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  • Published on: 14th September 2019
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HOW DOES THE FASHION WEEK PROMTE THE INDUSTRY?

HOW DOES THE FASHION WEEK PROMTE THE INDUSTRY ?

"People want the filthy bling . That's a hit." This is always what people first think about when talking about hight couture or luxury fashion

“With 350 tonnes of textile going to landfill every day, it's really good to get creative with the clothes that already exist,” said Slade Edmondson.

"People want the filthy bling . That's a hit ."

The Fashion Week is a week dedicated to fashion, during which stylists and house of fashion present their new collections of ready-to-wear and high fashion,with different runway shows,to people who will buy some pieces and media.

Most importantly, these events let the industry know what can be considered as "in" a "out" for the season.

The fashion week takes place twice in a year : winter collections are presented in February- March, and summer collections in September- October.

Four cities all arround the world are welcoming the Fashion week during four consecutive weeks, always in the same order : New-York open the bal.

Then come London's Fashion Week, then Milan's and finally Paris' Fashion Week.

We will try to answer to the question : How does fashion week promote the industry ?

First we will explain what the Fashion Week is and its important data to know, then we will see how it works and after we will talk about the diferent kinds of beneficts on the economy, the image of the brand for the buyers, the position in the market  and how fashion week has impacted lots of areas. Finally we will talk about the limits of this event.

What is the Fashion Week?

History of Fashion week

The first New York Fashion Week took place in 1943, with one main purpose: to distract attention from French Fashion during World War II, when it was impossible for workers to travel to Paris.

The American fashion media couldn't get over to Paris where most fashion shows were taking place, showing the next season's collections. This was an opportune moment, as "before World War II, American designers were thought to be reliant on French couture for inspiration » as Amanda Fortine said in the article of February 2008 intitled « How the Runway Took Off A brief history of the fashion show »

Eleanor Lambert, who is a fashion publicist, organized an event she called "Press Week" in a way to show American designers' to fashion journalists, who had previously ignored their works.

It was New York (and America's) chance to show the world what they were capable to do. Press Week was a success, and, as a result, magazines like Vogue (in which were used to see French designs) began to feature more and more American innovations.

From then on, Press Week turned into Fashion Week and shows began to be organized throughout the city of New York.

Until 1994, shows were taking place in different places, such as lofts or hotels for exemples.

Finally, after a structural accident at a Michael Kors show, the event location moved to Bryant Park, not far from the Public Library of New York, where he remained until 2010, when the show transferred to Lincoln Center.

Since 1945, Paris began holding couture shows, Milan Fashion Week was created by the Italian Chamber of Commerce in 1958, then Paris' Fashion Week was also organized in 1973 by the French Federation of fashion, and finally London's one was organized just after the creation in 1984 of the British Fashion Council.

Although these key organizations still organize most shows, there are independents and multiple producers in all cities, as well.

However, long before Eleanor Lambert organized the " Press Week " is already found fashion shows across America. In 1910, many department stores organized big shows by themselves.

By 1910, many big department stores were holding shows of their own.

Amercains retailers have seen that they were called 'fashion parades' couture salons so they thought it was a good idea to use this. In fact parades were an effecient way to promote their status and stores.

In the 1920s , the fashion show was used by retailers of the north and south of the united states . They often took place in restaurants, shops, public places during the hours of meals (mostly at lunch and snack ) . Unlike today , the shows were played and much more theatrical , followed a single thème. These shows had a great success and many people were moving to attend them.

a) Characteristics

Fashion week happens in the most famous fashion capitals of the world twice a year in that order :

- New York

- London

- Milan

- Paris

Autumn/Winter and Spring/Summer are the two major seasons that we find each year.

In a way to give buyers and the press a chance to preview fashion designs for the following season, Fashion weeks takes place some months in advance of the season.

Designers show their autumn and winter colections in February and March and their spring and summer's collections are shown in Setember and October.

The Fashion Week also allow times for retailers to organized their purchases or incorporate designers into their retail marketing. During these fashion weeks all the latest collections in dress designs are shown during shows by famous fashion designers, and we can find all theses new collections in fashion magazines such as Vogue.

Nowadays, designers tend to creat more and more inter-seasonal collections that we can find between Spring/Summer and Autumn/Winter's ones.

These collections are often more commercial than the two major season collections and are a way to wait less for new season clothes. These two collections are called Resort/Cruise (before Spring/Summer) and Pre-Fall (before Autumn/Winter).

We don't find a precise schedule for theses inter-seasonal collections to be shown but it often happens three months after the main season shows.

 For example, Karl Lagerfeld has shown his Resort and Pre-Fall collections for Chanel in cities such as Moscow, Los Angeles and Monte Carlo instead of Paris. Many designers also put on presentations as opposed to traditional shows during Resort and Pre-Fall either to cut down costs or because they feel the clothes can be better understood in this medium.

Some fashion weeks can be genre-specific, such as Miami Fashion Week (swimwear), Rio Summer (swimwear), the haute couture shows in Paris (one-of-a-kind designer originals), Festive Wear at Bangalore Fashion Week and Bridal Fashion Week, while Portland (Oregon, USA) Fashion Week shows some eco-friendly designers. Bread and Butter Berlin hosts the leading fashion show for everyday fashion.

Who is it for?

Specifically, is that everyone can participate in the Fashion Week? In a way, yes, because it is possible for fashion fans to the crane foot around the shows in the hope of being spotted by a street-style photographer or get a selfie with Kendall Jenner.

However, everyone can not attend the shows, which are the ones reserved for people invited or accredited:

- Buyers

- Journalists

- Celebrities

- Bloggers

- Women politicians

- Brands shareholders

- Wealthy clients

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