Is Fashion Week Actually Bad For Business?

proenza-schoulerPhoto: Courtesy of Proenza Schouler.
We've often wondered about the origins of the term "pre-fall." But, while the name itself may be confusing, these yearly, smaller, in-between-seasons collections — though often presented with less pomp and circumstance than those at Lincoln Center — are essentially the designers' moneymakers.
As WWD reports today, 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 the styles that hit stores. Coining the term "prêt-à-couture," the report points out a major business dilemma that some designers are facing. Fashion Week has not only become a place to introduce collections, but also new technologies and the highest quality offerings, and it's a chance for a brand to show its product like works of art. Great for presentation — not as successful for sales. The retail stars in fashion? The pre-seasons that fall between.
“The runway clothes are delivered late and the sell points are kind of crappy because they’re delivered late and because retailers spend most of their dollars on [the pre-seasons],” states Lazaro Hernandez, one half of the design team behind Proenza Schouler. These supposed "prêt-à-couture" collections we so eagerly wait to see on the runway may shine for their exquisite attention to detail, but they're not living up to their retail potential, the article suggests. Of course, Fashion Week is about more than sales — brand awareness, innovation, and trend forecasting play huge roles as well. But, without the business to back it up, it's possible we could soon see some changes to the twice-yearly event the fashion world always anxiously awaits. (WWD)

More from Events

We’ve all heard the story: Fashion Week has changed, almost beyond recognition. From a closed-door, industry-insider event to all-access areas and ...
Fashion collaborations come and go, but this New York Fashion Week, none caught editors' attentions quite like the one between the New York City ...
Legendary fashion photographer Bill Cunningham passed away on June 25 this year, which means this is the first New York Fashion Week without him. ...
While everyone heads across the pond for Paris Fashion Week, we're still reeling from the display of ogle-worthy garments that made it down the runways in ...
At the second day of New York Fashion Week: Men’s shows, attendees were greeted with a powerful political message before taking their seats or perusing a...
This story was originally published on September 4, 2014. Anna Wintour once said, "We all get dressed for Bill." And, why wouldn't we? It’s no secret ...
There was them and there was us: “Them” being the guests of the Chanel Cruise 2017 show and “us” being the crowd of Cubans and camera-toting foreigners ...
(Paid content) September — or, as many of us lovingly call it, fashion month — is right around the corner. And thanks to the never-ending stream of ...
It's been a busy few days for the fashion elite. On Sunday night, there was the glamorous occasion of President Obama's final White House Correspondents...
Hollywood hit the Hilton in Washington, D.C., Saturday night for the 2016 White House Correspondents' Dinner. The annual tradition has become a hot ticket ...
Among the more than 200 pieces that make up the latest blockbuster exhibition at the Victoria and Albert Museum in London, Undressed: A Brief History of ...
There’s no denying that plus-size women and plus-size fashion have experienced a surge of popularity recently, so it’s not completely surprising that one ...
I’ve been working in the fashion industry for more than eight years, and the changes I’ve seen over that course of time have been remarkable; I’ve gone ...
When we think about buying denim, we often think about fit and wash. But nowadays, jeans, jackets, and other clothing items made from denim can cost more ...