fashion.office

Fashion shows nowadays are made consumers just as much as they are for editors, buyers and the industry. This year, more than ever, designers are trying to get to they’re fans faster and better. Since we can follow every show online, the WOW factor ir harder to reach. So the new must-have of the season is trunkshow sales, wich means people will be able to buy the products just seen on the catwalks a few minutes ago. Well in fact, they will reserve the items they wish to purchase once they become available. This way, the brand finds out directly from they’re fans which pieces they love and in which colors and sizes they need.

Marc by Marc Jacobs is one of the brands doing it and they said: “they would rather consumers feel like they are part of the fashion democracy that’s only been made possible since the advent of the digital revolution, one where their voices are heard and opinions considered.” Not only consumers get benefits by this trend, the “shop the runway” functionalities can obtain invaluable data from consumers, specifically about the products that resonate with shoppers. Customers can pre-indicate the products they’re most interested in, directing brands to produce the most popular items that will best perform at retail, improving the level of stocks and getting a better financial result.