Fashion designers have never had more freedom when deciding how to format their collection presentations.
The traditional fashion week format — a runway show at a main fashion week venue — is still the most common. Designers who hold a runway presentation at a sponsored venue, like the Skylight Clarkson Square, are often doing so out of necessity. These venues front the cost of set builds, lighting, production and backstage management, and for brands with tighter budgets, it’s the best way to avoid shelling out thousands of dollars. A typical fashion show is an investment of $10,000 and up for a brand.
“We’re venue agnostic,” said Mark Beckham, the business director of fashion weeks for the Council of Fashion Designers of America, which owns the official fashion calendar. “Designers have to figure out what’s in their budget, the look and feel of a show, and how to tailor it.”
More in Marketing
Future of Marketing Briefing: CMOs are still haunted by hard questions about value of ad creative
While interest in AI-enabled media and creative effectiveness measurement is rising, 49% of senior marketers say they can’t back up their ad creative with hard data.
Nike versus Adidas: who’s winning the World Cup’s brand head to head?
Both Adidas and Nike are gunning to dominate the World Cup. We examine campaign performance data to see who’s out in front.
Cannes Briefing: Creativity is moving beyond the agency model
For the first time, a growing number of CMOs are thinking about creative more broadly than creative agencies.