Future of Fashion Shows May Be Online
David Lauren, marketing chief for Polo Ralph Lauren, told Time, “The
cost of a fashion show has become prohibitive.”
expense of putting on the lavish shows and accompanying parties
associated around events such as New York’s Fashion Week has designers wondering
if there isn’t a better way to introduce new lines.
some, the answer appears to be the internet. A number of top designers
have streamed shows online and Lauren is behind a virtual fashion show
that will have models strutting on treadmills in front of a green screen
rather than sauntering down a catwalk.
cost difference between a traditional fashion show and one of the virtual
variety is stark. According to Lauren, the company spends somewhere of the
vicinity of $1.5 million to attract 700 retail buyers and members of the
fashion press. Taking their show online only costs the company about $50,000
and it will attract upwards of 40 million page views.
course, saving money isn’t everything, and as the Time report points out,
past stabs at going completely virtual have not worked to the advantage of
designers taking that approach.
Ralph Lauren is planning virtual shows for some of its less expensive lines,
including one for children, but isn’t ready to commit to an online only approach
for its most prestigious brands.
Questions: What do you think about designers shifting from traditional
fashion shows to virtual presentations of seasonal lines? How will
online affect the fashion business in the years ahead?