Why Fashion weeks are Important for fashion brands

 

Fashion Weeks are among the most anticipated events in the fashion calendar. Held biannually in the fashion capitals of the world—New York, Paris, Milan, and London—these events dictate the trajectory of the fashion industry for the coming seasons. But how do Fashion Weeks contribute to trendsetting? Let's dive into the intricate world of runway shows, celebrity front rows, and flashbulbs to uncover the role of these glamorous events in shaping the sartorial choices of the masses.

1. Showcase of Creativity:

At its core, Fashion Week is about designers showcasing their creativity. Through imaginative themes, innovative designs, and bold statements, designers present their visions for the upcoming seasons. While not every piece might be street-ready, they play a pivotal role in influencing ready-to-wear collections and high-street fashion.

2. The Power of Celebrity Influence:

The front rows of Fashion Week events are often graced by A-list celebrities, influencers, and fashion icons. Their presence is more than just a photo opportunity. What they wear, how they react to collections, and the designs they endorse can significantly shape fashion trends. Their endorsement amplifies the reach of certain styles, making them desired by their fans and followers.

Celebrity influencers play into this trend when they document their extreme diets or use language that can be triggering for those with eating disorders—such as when the entertainer Kim Kardashian recently expressed gratitude for being told she “looks anorexic.”

News outlets covered a conversation between the Kardashians and the backlash it spawned. When celebrities minimize the severity of eating disorders such as anorexia or bulimia, or endorse taking unhealthy products to suppress appetite, they are emulating dysfunction.

Furthermore, for celebrities that are as exploited for their physical bodies as often as the Kardashian family is, they are shirking an opportunity to reframe the narrative around healthy weight. Hence, teens are told that looking skinny defines your worth. This messaging is superficial, heartbreaking for many, and can be deadly for those who suffer with life-threatening eating disorders.. And it’s not just teen girls who are affected.. 

 

3. Media and Digital Outreach:

The digital revolution has fundamentally transformed the fashion industry, with Fashion Weeks being at the epicenter of this transformation. The role of media and digital platforms in disseminating, interpreting, and even shaping fashion trends is undeniable. Let's delve into the multifaceted influence of media and digital outreach on Fashion Weeks and, by extension, global fashion trends.

Immediate Global Access:

Before the rise of digital platforms, Fashion Weeks were exclusive events, primarily accessible to industry insiders. Now, with live streaming, runway shows can be watched in real-time by a global audience. This immediate access means that trends are identified, shared, and adopted much more rapidly than in the past.

Social Media Amplification:

Platforms like Instagram, TikTok, and Twitter have become instrumental in Fashion Week's trend dissemination. Designers, models, influencers, and attendees share snippets, behind-the-scenes footage, and runway highlights, reaching millions within seconds. These platforms not only broadcast the trends but also facilitate instantaneous feedback, shaping designers' future decisions.

The Rise of Fashion Bloggers and Influencers:

In the age of digitization, a new vanguard of fashion authorities has emerged. They are not seated in the high towers of glossy magazine offices or ensconced in haute couture ateliers; they are fashion bloggers and influencers, armed with smartphones, impeccable style, and an innate understanding of social media. Here's a deep dive into their ascent and the indelible mark they've left on the fashion world.

1. Grassroots Beginnings:

Fashion blogging began as a grassroots movement. Early bloggers were often fashion enthusiasts who started websites or blogs to share their personal style, DIY projects, and thrift finds. Platforms like BlogSpot and WordPress became the initial hotspots for these budding fashion commentators.

2. Authenticity is Key:

One of the main appeals of fashion bloggers and influencers is their perceived authenticity. They presented a contrast to the often aspirational but unattainable images of traditional fashion media. Readers felt a personal connection, believing that the styles and products influencers showcased were genuine recommendations, not just paid promotions.

4. Setting the Retail Agenda:

Retailers closely watch the runways of Fashion Weeks. What's presented on these platforms often trickles down to retail stores and e-commerce sites in a more wearable form.

Fashion Weeks act as the north star for the retail industry, providing clear directives on what the market will likely desire in the upcoming seasons. Let's delve deeper into understanding this dynamic relationship:

Trend Forecasting:

The designs and themes unveiled at Fashion Weeks serve as a significant forecast for what trends will dominate the retail scene. Buyers from major department stores, boutique owners, and e-commerce curators pay close attention to these showcases, making notes on what to incorporate into their product lines.

Influence on Manufacturing:

Once the prevailing trends are identified post-Fashion Week, they often dictate the fabrics, colors, and styles that manufacturers produce in large quantities. For instance, if pastel hues and oversized silhouettes dominate the runway, factories and workshops will gear up to produce these specific requests in anticipation of retailer demands.

Driving Purchase Decisions:

Retailers' buying teams, often present at these events, make crucial decisions about which collections or pieces to stock based on their observations. Their choices are influenced by the runway but also by practical considerations like wear ability, price points, and market demographics.

Adapting High Fashion to High Street:

Not all runway designs are practical for daily wear. Retailers play a critical role in translating the essence of these high-fashion designs into more wearable, affordable versions for the broader market. This process, known as the “trickle-down” effect, ensures that the creativity displayed during Fashion Week reaches the general public in a more accessible form.

Anticipating Customer Desires:

Being in sync with Fashion Week helps retailers anticipate and cater to customer desires effectively. When customers walk into stores or browse online, they often seek pieces they've seen celebrities wear or that have been covered by fashion influencers and media. Being updated with Fashion Week trends ensures retailers remain relevant and meet these expectations.

Collaborations and Capsule Collections:

Based on the success and buzz generated by designers during Fashion Week, retailers often engage in collaborations or launch limited-edition capsule collections. These collaborations harness the designer's popularity and vision, offering exclusive products to customers and further solidifying the retailer's position as a trendsetter.

Conclusion:

Fashion Weeks and the retail industry share a symbiotic relationship. The runways dictate the trends, and retailers, with their vast reach and understanding of the mass market, make these trends accessible to the public. In essence, while Fashion Week sketches the broad strokes of fashion's future, it's the retailers who fill in the colors, making the canvas come alive for consumers worldwide.