Fashion: Are Runway Shows Obsolete?

Fashion Week just got under way in New York City soon to be followed by London, Milan and Paris and the usual wrangling for tickets to shows and invitations to after parties is already in full swing. Who gets an invitation, who sits where, who gets to go backstage after the show and other vital issues have been the subject of long deliberations and probably more than one sleepless night for show organizers. Yet, all these issues seem somewhat obsolete to me.

The announcement last week by British heritage brand Burberry of its plans not only to livestream its runway show on its website but to offer a 3D presentation to targeted audiences in various cities around the world has me wondering whether we're not seeing the last days of traditional fashion shows or at least the fashion show system as we know it. Technological advancements such as 3D technology and livestreaming now provide fashion labels with the means to reach an ever-increasing audience. More importantly, the technology now allows designers to bypass traditional fashion press and retail buyers to reach consumers directly. To me, this is the most exciting aspect of these technological advancements by far.

While fashion shows have long been important marketing events for designers and brands, technology is quickly transforming not only the marketing and retail industries but also consumers' expectations: It's rather difficult to focus on the upcoming Spring/Summer season when the Internet is about to be flooded with images of next Winter's fashions. The immediacy of information now available to consumers lends an unfortunate air of déjà vu to clothing just now hitting sales floors of retailers. In other words, it already feels old even though it's brand new.

The more savvy designers have understood this and have shortened the lead time between presentation and retail delivery but perhaps it is the delivery of the information to consumers that needs to change as well. As a consumer and avid fashion follower, I dream of a system where I can log on to view crisp, clear three-dimensional images of clothing complete with accurate rendering of color and texture with the possibility of purchasing on the spot with same or next day delivery. Am I asking for too much? Let me know what you think.

Sincerely,

The Luxe Chronicles

Comments

[lu]

I tried to post a comment earlier, but don't know why it wouldn't work. Now i try again as I just read a comment from Giorgio Armani on Italian newspaper"La Repubblica" on Milan fashion week's schedule tightened on demand of Anna Wintour (but that's another question): "...I think the moment has arrived to make a serious consideration: does the myth of the runway show still exist? Does it still make sense to stage a collection which has already been ordered by buyers to 80%, but will arrive in shop windows six months later? And talk about it, picture it, bring it to the attention of the reading customers though these see another season presented in stores? Let's think about it, let's discuss it."

[St.Valentine]

Dear Luxe Chronicles,

I don't think that fashion shows are 100% obsolete, but I do agree with you that it could be done better. Elitist as it sounds, I think the solution might be to have two sets of fashion shows - one for buyers and press, and one for the public. Of course, this would mean a certain amount of secrecy, which might prove to be impossible. But it would take care of several problems: it would be harder to knock things off, buying trips would be less hectic for retailers, consumers might be excited to go shopping again.