UK Only Article:
standard article
Issue:
Putin’s war on the West
Fly Title:
Fashion designers
Rubric:
The purpose of fashion shows is changing. Now everyone can watch
Location:
MILAN
FOR fashion buyers and editors, New York Fashion Week, which opens on February 12th, marks the beginning of their twice-yearly, month-long tour of the world’s main shows. London, Milan and Paris come next; and in the autumn they repeat the circuit.
Lots of aspiring fashion hubs in emerging markets, from Shanghai to Mumbai, are also staging lavish shows. With a 10- to 15-minute catwalk display costing up to a few million dollars, some industry commentators wonder if there are better ways for fashion brands to spend their marketing budgets than parading their wares at more and more shows. Yet, for now at least, they remain central to the business of flogging posh frocks.
Fashion houses take part in them for two reasons. First, because buyers from department stores and other retailers are in the audience, ready to sign ...<div class="og_rss_groups"></div>
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