HOW DOES THE FASHION WEEK PROMTE THE INDUSTRY?
"People want the filthy bling. That's a hit." This is always what people first think about when talking about hight couture or luxury fashion
The Fashion Week, or week of fashion, is a week dedicated to fashion, during which stylists and house of fashion present their new collections of ready-to-wear and high fashion trought different runway shows to buyers and media.
Most importantly, these events let the industry know what's "in" and what's "out" for the season.
The fashion week takes place twice in a year: winter collections are presented in February- March, and summer collections in September- October.
Four cities arround the world welcome the Fashion week during four consecutive weeks, always in the same order: New-York open the bal, then comes London’s Fashion Week, then Milan’s and finally Paris’ Fashion Week.
We will try to answer the question: How does fashion week promote the industry?
In this report we will demonstrate how fashion can promote the industry by reaching a selected audience, achieving specific objectives, with greatest economic and effectiveness of efforts. To explain this topic in a suitable and effective way we broke it down into different aspects of the fashion industry and the fashion week.
First we will explain what the Fashion Week is and its important data to know, then we will see how it works and after we will talk about the diferent kinds of benefits on the economy, the image of the brand for the buyers, the position in the market and how fashion week has impacted lots of areas. Finally, we will explan the limits of this event.
What is the Fashion Week?
History of Fashion week
There are many fashion weeks worldwide.
In 1943, the first New York Fashion Week was held, with one main purpose: to distract attention from French Fashion during World War II, when workers in the fashion industry were unable to travel to Paris,the American fashion media couldn’t get over to Paris where most fashion shows were taking place to show the next season’s collections. This was an opportune moment, as "before World War II, American designers were thought to be reliant on French couture for inspiration."
The fashion publicist Eleanor Lambert organized an event she called "Press Week" to showcase American designers for fashion journalists, who had previously ignored their works.
It was New York (and America’s) chance to show the world what they could do. Press Week was a success, and, as a result, magazines like Vogue (which were normally filled with French designs) began to feature more and more American innovations.
From then on, Press Week turned into Fashion Week and shows were staged in venues all over New York City.
Until 1994, shows were held in different locations, such as hotels, or lofts. Eventually, after a structural accident at a Michael Kors show, the event moved to Bryant Park, behind the New York Public Library, where it remained until 2010, when the shows relocated to Lincoln Center.
Paris began holding couture shows in 1945, Milan Fashion Week was founded by the Italian Chamber of Commerce in 1958, Paris Fashion Week was further organized in 1973 under the French Fashion Federation, and aslo London following in in 1984 creating the British Fashion Council.
Although these key organizations still organize most shows, there are independents and multiple producers in all cities, as well.
However, long before Lambert, there were fashion shows throughout America. In 1903, a New York City shop called Ehrich Brothers put on what is thought to have been the country’s first fashion show to lure middle-class females into the store.
By 1910, many big department stores were holding shows of their own. It is likely that American retailers saw that they were called 'fashion parades' couture salons and decided to use the idea. These parades were an effective way to promote stores, and improved their status.
By the 1920s, the fashion show had been used by retailers up and down the country. They were staged, and often held in the shop’s restaurant during lunch or teatime. These shows were usually more theatrical than those of today, heavily based upon a single theme, and accompanied with a narrative commentary. The shows were hugely popular, enticing crowds in their thousands.
Characteristics
Fashion week happens twice a year in the major fashion capitals of the world which are:
– New York
– London
– Milan
– Paris
New York is beginning each season and the other cities following in the aforementioned order.
There are two major seasons per year: Autumn/Winter and Spring/Summer.
Fashion weeks are held several months in advance of the season to allow the press and buyers a chance to preview fashion designs for the following season.
In February and March, designers showcase their autumn and winter collections. Fashion week for spring and summer is held in September and October. This is also to allow time for retailers to arrange to purchase or incorporate the designers into their retail marketing. The latest innovations in dress designs are showcased by renowned fashion designers during these fashion weeks, and all these latest collections are covered in magazines such as Vogue.
More and more designers have shown inter-seasonal collections between the traditional Autumn/Winter and Spring/Summer seasons.
These collections are usually more commercial than the main season collections and help shorten the customer's wait for new season clothes. The inter-seasonal collections are Resort/Cruise (before Spring/Summer) and Pre-Fall (before Autumn/Winter). There is no fixed schedule for these shows in any of the major fashion capitals but they typically happen three months after the main season shows.
Some designers show their inter-seasonal collections outside their home city.
For example, the Chanel’s Resort and Pre-Fall collections of Karl Lagerfeld were presented in cities such as Moscow, Los Angeles and Monte Carlo and not Paris. Many designers feel that some clothes could be better understand in Resort and Pre-Fall shows or also, some just participate to this medium in a way to reduce costs.
Some fashion weeks can be genre-specific, such as Miami Fashion Week (swimwear), Rio Summer (swimwear), the haute couture shows in Paris (one-of-a-kind designer originals), Festive Wear at Bangalore Fashion Week and Bridal Fashion Week, while Portland (Oregon, USA) Fashion Week shows some eco-friendly designers. Bread and Butter Berlin hosts the leading fashion show for everyday fashion.
Who is it for?
Specifically, is that everyone can participate in the Fashion Week? In a way, yes, because it is possible for fashion fans to the crane foot around the shows in the hope of being spotted by a street-style photographer or get a selfie with Kendall Jenner.
However, everyone cannot attend the shows, which are the ones reserved for people invited or accredited:
– Buyers
– Journalists
– Celebrities
– Bloggers
– Women politicians
– Brands shareholders
– Wealthy clients
How does it work?
The forefront : The most important guests sit in the forefront or front row. Anna Wintour (editor of Vogue U.S), has her attributed place, always with dark glasses. The brands pay attention on where they place the current famous people and their muses in order to promote their image. And then, are placed in the following ranks the other guests depending on their importance.
The standing: The people who do not have the chance to have a seat can also watch the fashion show but standing.
Haute couture shows: Those shows have most of the time a goal: strengthen the brand’s image.
The ready-to-wear shows: Ready-to-wear shows aim at making the retail stores buy the presented collection in order to sell them in a shop.
Some points of logistic: The fashion week in New-York (NYFW) takes place twice. The first of the year is in February and the second one is in September. The collections shown by the designers are always the collections for the next seasons. It means that on February 2015, we see what will be on the shelves for Fall 2015 and winter 2016. And in September 2015 we will be seeing the Spring and the Summer 2016 collections.
We often feel that the fashion week last more than a week …
In fact, the fashion week lasts a single « week » but in several cities around the world, we can say that there are many fashion weeks. The last year, started with New-York, the following fashion week was in London from February 20 to 24, then Milan from February 25 to the third day of March. It finished with Paris’ fashion week from March 5 to 11. Hence, the fashion week is kind of a fashion month.
Who choose which designers are going to present at the fashion week?
There is no council officially deciding who will go to the fashion week or not. It is more complicated than this. It is about the importance of the brands and also their seniority, a regular designer is much more likely to be present in the fashion week than a brand new one. There is another issue, indeed the budget can be a limit for some designers because they cannot all afford a sophisticated show at an expensive place.
How it is decided if some designers show in different cities?
Of course some designers show in several fashion weeks in different cities during the same season. There is no elaborated rule regarding this. First of, it depends on where the headquarters of the designer are (studio and business). Some designers such as Michael Kors stay in their hometown or country for the fashion week. It is their way to support their local economy.
What do we call "the tents”?
The majority of the shows at Fashion Weeks take place in a tent, (usually because the space is going to be developed is in an outdoor park).
These tents are very big and spacious, additionally they are completed with heating or air-conditioning, depending on the weather. Traditional shows such as Donna Karan, Tommy Hilfiger and Rebecca Minkoff happen in a “the tents”. However, other designers prefer to do their show in another scenery and go “off-site”, some want just a change of pace and get more creative, inspired and make a statement and others for budget reasons.
What is the duration of a show?
A show usually last from 10 to 20 minutes. It depends on the elaboration the designer chooses for his staging. The shows start always later than when they should start. Everybody knows that. There is around 30 minutes of waiting, sitting around, texting and tweeting before the lights are off and the music on. Finally, the show seems to last one second.
How does a show look like?
First of all, when the fashionably delay is happening before the start of the show the paparazzi go crazy, taking a lot of pictures of the most famous stars at the event sitting at the front row, like celebrities (Emma Watson and Blake Lively), recognize editors and style bloggers. Then the runway starts, and an average of 30 outfits will be shown, but it depends on the designer. Usually the models of the moment and the most famous closes the show (Kendall Jenner and Cara Delevingne). The show finishes with the designer walking down the runway for a final wave.
Is the runway collection different from what is sold in stores?
The runway collection is different from what is sold in stores. During the show is shown the artistic side of the designer. They want to catch everybody’s attention by being super creative. The pieces are exaggerated but the real collection that will be sold will be in the same theme.
Is there an other way for designers to present their collection or is the Fashion the only one ?
There is also a presentation in which models stand in themed vignette. This permit guests to have a look at the collection, at any time, within the presentation. Some of the designers show their collection all together, they invite editors to visit their showrooms to have a peek at the upcoming season’s clothes.
Who are the person invited and the people in the Fashion Week ?
To go to the Fashion Week, it is mandatory to have an invitation. The ones who are invited are the fashion editors, buyers from retailing stores, bloggers, people who influence the industry and of course designers’ friends and clients, there are also a lot of celebrities. Famous people in the forefront are usually there to support their fiends and most likely to do the promotion of the brands.
How can we see shows if we are not able to go to the Fashion Week ?
Of course, and above all no need to purchase a new expensive outfit and to walk around with giddy high heels and also not have to deal with the security protecting the fort.
To what extent Fashion Week is important? Why do editors care about it?
In spite of the big parties and the street shows, Fashion Week is definitely for work. Buyers from stores come to the Fashion Week in order to know the offer of the next season and also to order fashion magazines to foresee looks, new trends and the pieces that are interesting for their publications. It helps to arouse new concepts for the following 6 months for fashion features and editorials.
Benefits of the Fashion Week
Brand Image (Benefits)
• The image of the brand
A brand image is the view, the perception of the customers about a brand and its product. It shows what the brand stands for, basically it includes the beliefs held about a specific brand and how it is positioned in the market.
Good or bad, Brand image absolutely impacts a company. Companies should always improve their brand image; Brand image is one of the most important parts of running a successful and efficient business. A positive brand image helps companies reach new heights, while a negative brand image prevents companies from being at their best.
• Benefits of Strategic planning for the brands image
Benefits promote advantages within the fashion industry during the fashion week. The main benefit of the fashion week is promoting a brand so the organization’s process, direction and decisions all rely on a good Strategic plan. For any brand to be successful, it needs a unique recipe based on consumer needs. This means forecasting and creating trends in the fashion world, and understanding the needs of the brand’s followers. The strategic plan of organizing for the Fashion week event takes between three to four months’ preparation and ongoing technical input in this case we take the fashion week (ladies) which takes place over a two-week period in March.
• Benefits of being Associated with a brand image
The benefits of being associated with such events like the fashion week are far more strategic and can take years of association over a period of time, ensuring that they become a part of the brands expression, and influence the market image. It also serves as a platform for the brand to generate appeal, and benefit from recognition and loyalty (customers).
Fashion week is mainly about the clothes but it’s also when fashion houses always look to outshine other houses with innovative digital marketing. More shows are live streamed to massive online audiences than ever before. It’s not just magazine editors that fashion brands want in the front row but also bloggers and digital know-it-all celebrities that will increase their newest lines with social media exposure.
• Benefits of the Buzz
London Fashion Week saw a fashion-first when a model walked down a runway with her Smartphone posing for a selfie video, on Instagram. There are many clever techniques that are seen at the Fashion week, in fact all brands can learn from these tactics and the image they give.
Cara Delevigne posting a selfie video on Instagram.
Similarly, designers send models down the runway wearing google glasses in order to post social media content from a model’s perspective.
• Benefits of technical tactics
The hi-tech image
RFID technology (Radio-frequency identification) – (chip on-metal)
A tag and visual tagging system for tracking using active RFID automatically identify and track tags on cloths are now being used by the fashion industry: RFID-wrist bands were given out for free at the fashion week all in the interest of generating a buzz and to get an overall image of what’s happening. For example, 2000 wrist bands created more than 4 million impressions, leading to 7,000-plus engagements with a brand.
It is a new big promoter and benefits the designers and allows people like you and me in to give information and lets us cheer for our favorite designers, share their moods and upload selfies, all of this at the swipe of a band in fashion week venues.
Fashion labels are using technology, getting to know their fans’ natural behavior on social media in order to connect with them. Designers now showcase clothing at fashion shows not just to impress buyers and editors, but to generate social media buzz and publicity, for the benefit of a new audience. And online media has given millions of fashion fans access to fashion.
RFID technology(Radio-frequency identification)
• Benefits off the entertainment factor
Creating an entertaining, social-media-ready show has become the true art of a designer at a fashion week. We can now view high-end fashion shows (from our laptops) a site for inspiration and celeb-watching, not only a shopping experience. There isn’t a brand around without a social media strategy. Designers now showcase clothing at fashion shows not just to impress buyers and editors, but to generate publicity and social media buzz, for the benefit of a new mass audience.
• Benefits to the fashion community
The Fashion community, including models, photographers, designers and stylists who are seeking to grow their labels and business opportunities see what imagine there are creating what works and what doesn’t.
• Benefits for the individual Designer, Social Shopping
Designers have introduced a Twitter Mirror backstage at Fashion shows which is a tablet that allows models to take photos of themselves and tweet them before hitting the runway and have also pushed social media that little bit further with vines and tweets that let users zoom in and see more clearly the details on the garments.
Creating online buzz around your product launch or event has become so valuable that some brands are now accepting social currency as a form of payment – tweets and posts in exchange for goods.
• Benefits of Real-Time Marketing and image building
Real-time content means relevant content. Some brands live-stream their shows and post backstage content in real-time on their social channels.
In addition to broadcast their show in real-time through a live stream they also use paid media and a Twitter party to help create buzz at Fashion Week.
Live stream experience and hash tag trending.
An interactive live stream experience lets users control the 360° camera and Tweet on the hub page. This got the hash tag trending worldwide on Twitter and helped gain over 100,000 new fans to a brand.
Live stream – make people feel like they’re part of the event.
Trough this new technology brands can reach the customers instantly and the impression in the consumers' mind of a brands total personally real and imaginary qualities and shortcomings. Brand image is developed over time through fashion shows like the fashion week and advertising campaigns with a consistent theme, and is authenticated through the consumers' direct experience.
The overall idea here is to listen to your customers – let the fans decide what content they want to see, like and eventually buy. The brands image is directed trough the customer image of it.
Economic Aspect
Fashion is a very big business all around the world, it is a $1.75 trillion global industry. This industry creates a lot of jobs, whether it is designers, models, production of the shows, marketing of the brand, among others, they all contribute to the enormous world of fashion, making the economy better than it is.
Anna Wintour (editor-in-chief of American Vogue)
As you can see on display in the fashion week, the fashion designers are the key drivers of the industry’s creative process. Big names, emerging companies and the most luxurious and big brands contribute to the expanding creative economy.
And while fashion is a hugely significant issue for people in all the world, specially the cities where fashion week happens like Milan, New York, London and Paris, who spend a lot of money on the latest designer labels, Fashion Week has huge economic benefits to the economy as a whole, for example just in New York Fashion Week generates about $850 million every year. And not just in fashion, the annual Fall and Spring events bring between 425 million dollars and 435 million dollars each, as attendee flood into local restaurants, hotels and retail stores, this generates a lot of cash flows all over the city were the event is occurring, and therefore the economy gets better. To put it in context, the Super Bowl, which will be held at New Jersey's stadium in February, will make about $430 million for the wider New York area. The U.S. Open at Flushing Meadows, one of the most lucrative sporting event that happens every year, will last about two weeks and will bring in $750 million, and the Marathon og NYC generates $340 million each year, whereas the NYC Fashion Week generates, as said before $850 million every year.
Speaking of the fashion industry as a whole, is one of the most vibrant and creative business sectors in the world. A lot of research has been undertaken by both statisticians and economists experienced in valuing this creative industry and they have found all of these great opportunities the sector brings the economy of the different countries in which the fashion industry is developed. One of the most influential countries in this type of area is the UK, it is revered as a world-leader in fashion education and consequently producing some one of the most innovative designers, from Vivianne Westwood to John Galliano, and every year their talent creation schemes launch stars on their way to global recognition, which makes the UK have a massive reliance on this sector, the absence would leave a stagnated sector. This said, there are many channels through which the UK fashion industry makes a contribution to the UK economy. It contains the following impacts (which can also be implemented to other countries):
Direct impacts: the employment and activity in the fashion industry itself (manufacturing, retail, wholesale).
Indirect impacts: activity and employment are supported via the supply chain, as a result of UK fashion companies purchasing good and services from suppliers.
Induced impacts: employment and activity supported by those people directly or indirectly employed in the UK fashion industry spending their incomes on goods and services in the wider economy.
Fashion directly contributes nearly 21 billion pounds to the UK economy, it also has an indirect economic impact, in making people spend in other industries of more than 16 billion pounds. That equals to a total impact of 37 billion pounds. The fashion industry employs nearly a million people, across a wide spectrum of roles, and provides diverse opportunities to young people.
Taking the following into account, we can deduct that the fashion week, in every country that is developed, makes the fashion industry prosper and makes the general income increase more and more, furthermore, in a way, it makes the economy of the world better.
Regarding Fashion Week in New York City, and its status as the fashion capital of the world a report made by congresswoman Carolyn B. Maloney and the US Congress Joint Economic Committee should put it all to rest, it explores the multiple aspects of New York’s flourishing fashion scene and describes New York Fashion Weeks economic impact as a prosperous opportunity for its economy. The eye-opening report might have those who consider fashion a frivolous interest reevaluates their position. Even after NYFW comes to a close, the city will keep receiving the benefits of the creativity of the designer. The fashion industry in New York city is a 98-billion-dollar business that employs approximately 180,000 people, equaling 6% of the city`s workforce.
To put it all into perspective, here is a statement of how the Fashion Week impacts the economy in the cities it develops:
• Milan: 67 fashion shows and 88 presentations. In addition, there is a 90% of hotel occupancy rate during fashion week in Milan. 15 million euros is the revenue generated for hotels in Milan and surrounding provinces during fashion week.
• Paris: hotel occupancy was 93.9% during Paris Fashion Week, between September 29 to October 7, up to 3.3% from September 15 to September 23. 400 million euros was the Fashion week’s economic impact on Paris, without sales in stores.
• London: 0.7 billion pounds were spent on fashion online in the U.K. in the year 2014. 26 billion pounds in contribution to the UK`s economy from the U.K. fashion industry, up from 21 billion pounds in 2009, according to Oxford Economics, 2014. 27 billion pounds of women’s wear sales predicted for 2015.
• New York: The city’s fashion weeks holds approx 232,000 of people atending to more than 500 shows, creating a total economic impact of $887 million. The fashion industry of New York City employs more than 184,000, pays 11.6 billion dollars in wages.
How Fashion Week has impacted a lot of areas?
Fashion week has impacted lots of professional areas (social, science, aesthetic, psychological):
Politics
Fashion is actually realistic enough. It is a projection, a popular social reality always inseparable influence era. There are great impacts on human culture thanks to massive events that have happened in the past like diseases and wars, for example after World War II, the French industries stagnated, fashion designers were forced out of business, resulting in a shortage of supply of goods. After World War II in France – or Europe – women who waited eagerly for the new fashion style open a new lifestyle.
After the end of World War II in 1947, were issued a series of designers for example Christian Dior clothing, wide skirts emphasize the female slender waists, sweeping away the war women boring, monotonous, functional style of dress, Dior's "New Look" gave the brand fame. In this sense fashion and politics are not necessarily in the form of direct confrontation.
There are many people, we can call them fighters, that appear in fashion designers shows, for example in the fashion show of Vivian Westwood, she made a statement of critical awareness. Scotland conducted last year a referendum to decide whether people wanted to be independent from England. So in September 2015 Vivienne Westwood Red Label Spring Summer fashion show, Westwood was an inspiration asking in her show for Scotland's independence, her own chest also had a "Yes" sign, "I hope our "yes" votes, to help Scotland win. "
Another example was a show in Taiwan that became a venue for political discussions. In June, the Rick Owens Spring Summer 2016 menswear show, a catwalk model appeared from under the clothes helding a white cloth saying: "Please • kill Angela Merkel – no. "
At that time, Germany is about whether you want to attract more Syrian refugees debate, while the male model is the German. The move to models prior unwitting Rick Owens made a whirlwind – to step down after he gave the model a punch. After, Rick Owens and his spokesman repeatedly told reporters that they would never endorse that kind of behavior, which does not represent the views completely Rick Owens fashion house.
In fact, I think Rick Owens angry slogans not pull the act itself, he did little in the show floor and various performance art. Only logic is to pull banners ok, but I have to allow the can. And when we first time in several months, after the massacre of Paris after the attack, then look about Merkel's slogan goes, the mood may be much more complex.
There is no problem of the ownership of their own thinking and independence the designer has according to his/her brands and his/her shows, after all, their attitude is not viewed as a bad thing. But for a large group of fashion houses, the expression of political preferences is a very dangerous thing – a lot of business concerns will be increasing more and more. Chanel art director Karl Lagerfeld once said: "I work in the fashion industry, politics has nothing to do with me, I will never go to the polls." However, if you think of Chanel`s Spring and Summer Fashion Show, it showed all the models helding up banners with feminist slogans, this type of protest brought many controversial arguments.
Economics
For most people, the fashion world is a relatively closed circle, if a person wants to occupy a place in the fashion industry is undoubtedly as difficult as asking for the moon. Compared to the other three exclusive Fashion Weeks in London, Milan and New York, Paris Fashion Week is in the opposite direction and will tend to give some local and cutting-edge designers a lot of extra care. Take this year's autumn and winter 2015 exhibition purposes, Moon Young Hee, Pascal Millet, Devastee, Charlier, Ground Zero and other cutting-edge brand presented a world wide concern, the official emerge on the international fashion platform. This cutting-edge brands marketing resources snatch the old brand phenomenon every year, for example in Paris Fashion Week Comme de Garcons presented their collection for the first time and it brought $ 100 million in order to make the brand as a sudden limelight. 400 million euros was the Fashion week's economic impact on Paris, excluding sales in stores.
Thus, Paris Fashion Week is the biggest influence, in a commercial value, for the brand, and brings enormous economic benefits to it. General clothing different trade show, Paris Fashion Week exhibited the artistic sense and a deep sense of artistic atmosphere throughout the city while Paris tremendous tourism resources. Whether itself will participate in Fashion Week sponsor, designers, models, reporters, or directed at the fashion week of the new season clothing buyers who will be the city's popularity to new heights. From Paris Fashion Week benefits not just those big Haute, tourism, hotel industry, food industry and even Air France also gain a high profit. And in the final analysis, the purchasing power still lies in the clothing of women's hands, it can be said Paris will show, from a talented stage designer.
Science and Technology
When we think about Fashion Week, we usually think of the shows with the long catwalks, luxurious parties and the lists of the famous top models. In recent years’ science and technology has been developed and can be combined with all the aspects we know and love about Fashion Week.
In the multiple shows the Fashion Week develops you will encounter a variety of applications. For example, at the New York Fashion Week, the Kardashian sisters launched a wide range of applications in the Apple Store, Rag & Bone cooperated with Uber, Uber gave to the people assisting the show a lift allowing them to participate in a promotion and the price was to win free tickets to the Rag & Bones show, Misha Nonoo completely abandoned the T station, held a "Instagram show", followers could watch the new release by opening Instagram and going to Misha Nonoo`s account specifically for that event.
In the 2015 Autumn and Winter Kenzo Show, the models didn’t walk the runway, instead the event was shown on a mobile transmission booth. In the 2013 show of DVF, trend ancestor Diane von Furstenberg actually achieved a science and technology cooperation with Google, it consisted in redesining google glasses and then be worn by models in the show, at the same time the glasses were recording the whole show for people to enjoy and this would eventually produce a short film titled "watching Diane von Furstenberg through Google glasses". On June 28, 2012, Google announced on a conference the development of smart glasses google glass, and instantly became the brightest new influx of people glued to digital, fashion-loving influx of people has always been on cool and attractive digital products.
Perhaps the impact of technology on the fashion industry, most profoundly, in the fashion shows is becoming increasingly important. Many businessman and important people rush to buy the designers pieces as quickly as possible, it is usually necessary to order directly at the end of a fashion show. But now the situation is completely the opposite, because of the science and technology world that fashion is sumerging on, this makes fashion trends change faster than in the past.
As a result, the fashion shows are more fancy, but practicality is lowered. For designers, fashion week means to impress. Fashion shows allow people to discover those enviable desire fashionable young population who give importance to science and technology in the industry, they began to use mainly technology, for example fashion bogs. Instagram gives very young generation more familiar sense of fashion with the power of social media, no doubt technology changed a lot of things, and soon accumulated a great amount of influence. At the same time, striking is more difficult, generating the need of the brands communicate more directly with consumers. Popular Instagram accounts will receive more direct praise, comments and concerns from the brand. In a fashion week, DKNY launched Instagram Direct events in which the brand sends personalized content to people so that they understand the creative director behind the T station design their story.
The combination of modern technology and fashion is divided into two, one is the design level and the other one is the operational level. 1. In the new designer fashion design techniques, such as the use of 3D printing instead of hand-sewn, new synthetic fabrics and heat-sensitive color on the leather. 2011 burberry 3D technology showed to the fashion brands a global synchronization of virtual reality exhibition which is a very good use of technology to the level of fashion. 2. The operational level, abandoned the old-fashioned way of marketing into network marketing and store furnishings use new technologies, logistics systems and warehousing systems into costly management software, such as dressing mirror into LED screen smart locker. For example, the fashion show is no longer closed, but real-time webcast and interactive social networking platform, also people at the show look at the information of the show in an ipad intead of grabing paper copies. In 2013 burberry`s fashion show webcast open brand and opened a real-time interactive facebook for the fans.
Meanwhile, many fashion bloggers launched in snapchat their own lifestyles and what they do on a daily basis, from the morning they get up to eat breakfast, to do modeling, go to the show, interviews with media, between others. These things make fashion closer to people's lives. So fashion week in fact, is in our side, and we are changing our every move.
Aesthetics
Aesthetic has been difficult to reach, making the brand fashion show, when the show was not just designer brands taste, but also integrate into modern art. For example, in 2015 Dior culture, designer Raf Simons the New York Museum of Modern Videos Dior was transferred directly to the high-set. Culture show was an unqualified success. Dior is elegant, but not everyone likes elegance. Maybe someone likes undisciplined. So in Fashion Week environment, different types of public catwalk meet different aesthetic. At the same time looks different, not the same aesthetic is changing people.
Psychological
There was a funding held at a Fashion Week catwalk when, in the long run, is invisible to promote this brand´s impact inn terms of the brand´s capability of generating economic benefits. As Paris Fashion Week sponsor is concerned, regardless of the brand or personal influence is far-reaching. So they will seek higher quality Fashion Week.
Fashion Week organizers: Paris Fashion Week is organized by the French Fashion Association; the Association is the thrust of the fashion capital of the world. They help new designers join, organize and coordinate the Paris Fashion Week schedule to allow buyers and fashion reporters to see the whole show. Fashion shows, for them, are like their own children, twice a year Fashion Week will be held, and this will let them see the growth marks.
Development of today's digital information media, makes people not to look at the catwalk. People by mobile apps, computers and newspapers are exposed to Fashion Week news. People also have a psychological change: become more willing to understand what are the aspects of fashion, and even some will change their usual outfit, make yourself look more fashionable. These are the psychological impacts that the Fashion Week has on people.
Fashion Week is not only an impact on the fashion circles, the local residents of the cities the week is developed received the influence of the envioronment of fashion. If you go to Paris in the Fashion Week, you will see the local natives wearing hair accessories, makeup and can be described as progressive. Just as if they never say that they are French, but Parisians. Probably making them more stylish and romantic.