The Great Fashion Show Boom

The closing of the Paris Coat on Thursday marked the first half of a busy week for the international fashion industry. This year, the big luxury brands have been rocking out of the locks, with Dior showcasing eight impressive runways since January 2022. More than seven times in the same period in 2019.

The speed is likely to slow down soon. According to sources, Fendi is planning a New York show this fall, although he has not been asked to comment. And other megalabels may announce new runway events in the coming weeks.

Why the increase?

Pre-Covid was less enthusiastic about such a packed schedule. Major brands, including Gucci, Burberry, and Celine, have reversed the number of runways they have developed in recent years, with some men and women showing off, while others showcasing a combination of pre- and post-collection. Gender fluidity, durability, and the speed of the fashion cycle are among the factors cited.

Outbreaks appear to be exacerbated during flights to and from airports, forcing brands to experiment with digital formats. Others, including St. Laurent, have announced a traditional timeline. Many talked about restarting. But as soon as the restrictions were lifted, they quickly moved on to larger budget racing events such as Chanel and Dior. Gucci, Balenciaga and Saint Laurent soon followed. He pointed out that there were other creative ways to present fashion collections – Lowe’s “Show in the Box” has received a lot of attention – the marketing impact of live shows is still unrivaled.

At one time, fashion shows targeting buyers, journalists, and other industry professionals became the mainstay of branding. People who spend a lot of money go out and sit in the front row, hoping that they will drop six digits into a collection, and those VICs – the most important customers – and other audiences will create content that is more accurate than the intended content. Internet. The physical presence of the “real” people in the audience gives the event more cultural weight, and the masses experience virtual front-line experience through social media.

For example, this week’s Ballenchiga Star Couture show for 150 guests at Brand Avenue George V Salon generated more than 72 million social media views and 3.5 billion views in 48 hours. The method can also work for small brands. Jacques – to $ 200 million a year in sales in 2022, according to a source familiar with the business – will be overweight in a series of paintings from Provence Lavender Plains to the Hawaiian beaches. Today, 70 percent of the company’s sales are digital.

However, they usually cost millions of euros to produce amazing fashion shows, so the big brands have an advantage. It is no surprise that Dior, which is expected to generate nearly $ 7 billion in sales in 2021 and is expected to be the fastest growing Megabella in the last 12 months, will have more performances than any other season in 2021.

But how much is enough? Sometimes, if consumers are overwhelmed by the content, responses to such efforts may be diminished. But now they are hungry for entertainment. Since 2019, the number of social media conversations about fashion has increased by 40 percent, surpassing the average according to watchdog Launchmetrics, Dior (144%), Louis Putton (86%) and Prada (52%). Hold on for more.

The news is brief

Fashion, Business and Economy

Tom Ford hired Goldman Sachs to explore possible sales. The deal is worth billions of dollars and could include any new Tom Ford owner who would have the right to work with the founder after the sale, Bloomberg reported.

Gucci will reduce the impact of climate change as sales grow. Gucci’s revenue rose to 7 9.7 billion ($ 10 billion) last year, surpassing pre-epidemic sales levels, but following a different trend line, the company’s annual impact report was published 15 percent on Tuesday, according to the company.

Space will enter the Indian market with a new deal. Parent Company Gap Inc. He has partnered with Reliance – the country’s largest retailer for $ 26 billion in annual sales – to open and distribute the label, as well as distribute the label online as well as to several other retailers.

According to a leading Rolex retailer, luxury watches are still in short supply. Demand for most of the Rolex, Awdemars Piget and Patrick Philipp watches has passed, but now the problem is spreading to other high-end brands such as Zenith, Omega and IWW, says Brian Duffy, CEO of Swiss Watch.

Kohl’s systematic review process ends without a sale. Retail Chain Board fails to agree to sell franchise Group Ink for $ 8 billion Cole said in a statement that it was unwise to continue the deal because of “market volatility.”

Inditex closes Bershka, Pull & Bear and Stradivarius Businesses in China. Spain’s largest retail company will complete e-commerce operations in China this month. Other Inditex labels, including Zara, Massimo Duti and Oishon, remain in the Chinese market.

Clarna discusses price cuts from $ 45.6 billion to $ 6 billion. According to Bloomberg, the Swedish lender’s assessment talks are constantly evolving and the level could be close to $ 10 billion.

Selfridges shared in-store exhibition with the Berlin Reference Festival.. The exhibition, titled ‘Superfutures’, will run from July 14 to October 16 and will include shipments from a popular London store for future use.

Beauty business

Chinese beauty app Mayu slips as cryptocurrency increases profits. The MayU Ink Shares have extended their recession to a fourth day after the developer announced that the losses in the first half would increase due to heavy crypto betting.

People

Federation de la Hout elected Bhutto Pavlovsky as president. He replaces Paiglovsky, Chanel’s president, who has served as president of the federation since 2014. Pavlovsky was elected for four years.

Pamelato’s team named Boris Barboni as Marketing and Production Officer. In his new work, Barbony owns a brand-owned jewelry company that controls the global position of Pomelato and Dodo brands. Barbony has joined LVMH-owned Bulgaria.

Wila Bennett has been named editor-in-chief of Hysnobiti. Bennett came from GQShe worked as a social media manager and replaced Thom Bettridge. Bennett will launch her new post on July 25 and report it to Heisnobiti founder and CEO David Fisher.

Magazine appointed first fashion editor. Stalkist and image consultant Alexandra Horton, whose past clients include. Vogue China, British Vogue, Louis Vuitton and Thom Brown prepares fashion partnerships and brand names for the magazine from Paris offices.

Media and Technology

Harper’s Bazaar Italy began publishing. Italian edition Harper’s BazaarPublished by Herrest Magazine International. Daria Veldeva, former editor-in-chief Harper’s Bazaar Russia, called the editor-in-chief.

Real Brands sues Bolt and invests in Fintech The licensing company has filed a lawsuit against Bolt, an e-commerce check company. As part of the deal, ABG Fintech started as a “shareholders”.

Alibaba’s rebounding hopes have revived after a 60 percent stake. According to Bloomberg, retail revenue per share has increased by more than 7 percent in the last 12 months from a three-year low in May.

Compiled by Joan Kennedy.