WHAT IS THE FUTURE OF RUNWAY SHOWS?
QUESTIONING THE RELEVANCE OF TODAY’S FORMAT
The future of fashion shows in a chaotic system characterized by frenetic production cycles, by out-of-control social media hype and by ultra-stimulated consumers is a question posed by WWD to key industry figures. Should they open to the public? If so, how? To that end, the Council of Fashion Designers of America proposed a movement this week toward turning the bi-yearly fashion shows into events for the consumers besides just for industry insiders by presenting in-season collections that are already in store.
The CFDA has hired Boston Consulting Group to conduct an extensive study to define the future of fashion shows. The result, says WWD, should be released in February. One of the main problem seems to be that the fashion cycle is essentially off kilter what with furs in store in July and swimsuits on display in December. Markdowns are rampant because selling at full-price is becoming tougher and tougher. Plus, consumers see images on Instagram and Twitter of runway looks that aren’t available in stores for another six months. So they get bored.