WWD’s guide on how to stage a successful trunk show.
It’s fall, and once again it’s trunk show time. Will customers post your invite on the fridge door? Or will it be tossed in the trash? It all depends on your reputation for lively, educational affairs. To help you garner that well-deserved rep, here are six tips for staging a show:
At Krista K in Chicago, owner Krista Kaur Meyers featured on Sept. 19 two local designers together for the store’s inaugural trunk show.
"As a Chicago-based retailer, I think it’s important to support the burgeoning Chicago fashion industry," she said.
Meyers said the locals, Beth Lambert of Scarlet Designs and Courtney Shannessy of Coco Plumb, are "individuals I’ve been excited about and not widely available in Chicago. Both use great color and texture. The items are striking and different, and not like things you’d see in other stores." That unique quality appeals to her thirtysomething customers, who are on the prowl for unusual items.
The three-hour show was held on a Thursday evening, which permitted women to stop by after leaving work. Meyers served sushi and cocktails, and both Lambert and Shannessy were on hand to discuss their wares.
Mix And Match
Why show one collection when you can show two? On Aug. 20 Atlanta retailer Pursenality With Sole offered customers a taste of two different dishes: conservative Cole Haan and the kickier contemporary line Icon. Why? To get two kinds of customers in the door. "You get a whole barrage of different people in," said Jackie Miklas, owner of the two-unit chain. "They look at something they wouldn’t have thought interesting before, because it’s a different presentation."
To ensure that mix of customers, Miklas sent out 5,000 postcard invitations. The day of the show, merchandise was displayed on round tables. "Each collection has to look good," Miklas said. "It’s as if the customers are buyers going to market."
Similarly, Sirens & Sailors in Los Angeles holds monthly parties that showcase the store’s new arrivals, showcasing items from all of their designers. To lend the shows a party feel, they’re often held in a downtown loft, said a store spokeswoman.
There’s strength in numbers. That’s why the tony Phipps Plaza shopping center in Atlanta stages a "Trunk Show Extravaganza" each spring and fall. Between 25 and 30 of the mall’s 100 stores have participated in past shows, which last for a month, said Nicole Bostic, the mall’s marketing director.
Mall management does its part by putting on a wine tasting or another event, lining up a celebrity and lending a hand with advertising. Bostic said the mall informs shoppers about the promotion in several ways: it sends mailers to the VIP clientele of each store; runs radio and magazine ads; touts the event in its newsletter; and promotes it on its Web site. The extravaganza has boosted sales, but Bostic wouldn’t say by how much. "It’s helped," she said. "A few stores have indicated that they might not have had an event [without the mall-wide effort.]"
Make It Interactive
When showcasing T-shirt line Rigged, Los Angeles retailer Dari invited customers to bring in their old T-shirts for the line’s designer to customize. "We sent out cards for people to book an appointment, and within a week she was booked solid," said owner Melanie Shatner of the October 2001 event. She donated profits from the event to a Sept. 11 relief fund, which helped to attract shoppers. "People were so eager to do something to help," she said.
Reach Out And Help Somebody
Escada’s elaborate runway shows do more than thrill audiences — they benefit worthy causes. On Sept. 5, the company staged a "Couture Caravan" at its Plano, Tex., store, inviting clients in for champagne and hor d’oeuvres and informal modeling. Because the store does not carry couture in stock, the caravan was a treat for clients as well as Young Audiences of Greater Dallas, an arts nonprofit to which 10 percent of sales were donated.
Bring In A Star
To really rev up a show, invite the designer (if the designer is based overseas, it is likely to be an even bigger draw). Tootsies, a Houston, Tex.-based chain, invited designer Andrew Gn to show his fall collection at the retailer’s Houston and Dallas stores. The shows took place April 23 and 24 in Houston and April 25 and 26 in Dallas. "It was wildly successful," said Penne Weidig, senior buyer for American and European collections. Gn’s appearance at the two stores garnered nearly $300,000 in sales, Weidig said.Gn agreed to the event because the stores, which carry him exclusively in Houston and Dallas, placed large spring and fall orders. "He was excited about it, and so were customers," Weidig said. Aside from sales, the event generated a fair amount of publicity for the store, she added.
In yet another fashion show shuffle, @elleryland is moving its show in sync with the Paris couture calendar — though the brand is still keeping one foot on the city’s ready-to-wear schedule. Their runway show in January will coincide with the launch of a new strategy: designing two main collections each year instead of four, which will then be released in four drops. “As we all know, the system needs to change. We need to show sooner to give time back to artisans and designers to do what they do best — create,” said founder Kym Ellery. #wwdnews #wwdfashion (📷: @kukukuba)
@maxmara’s classic 101801 coat was the cornerstone of its pre-fall 2018 collection. The design team expanded the traditional double-breasted, kimono-sleeved style into a trapeze coat, lean belted styles and a peacoat and presented them in monochromatic looks – like the camel one pictured here. #wwdfashion #prefall18 (📷: George Chinsee)
The @cfda has shifted the dates of #NYFW, with Men’s showing on February 5 through February 7, and Women’s will directly follow, running from February 8 through 14. The preliminary schedule will be released on the CFDA’s web site in the next few days, but Mark Beckham, VP of marketing for the CFDA, revealed that @rafsimons will be back to close the men’s-specific part of the week with a show on February 7 #wwdfashion (📷: Kelly Taub)
@ferragamo is introducing a new space dedicated to the development of women’s and men’s leather good samples. The laboratory, which is created eco-friendly materials and designed to reduce the environmental impact of the manufacturing processes, will allow the company to expand its accessories offering through traditional artisanal approaches. #wwdfashion (📷: @aitorrosasphoto)
How does a “regular, degular, schmegular” girl from the Bronx, N.Y., become a Grammy-nominated artist with a certified platinum record in less than a year? Call it the @iamcardib come up. The 25-year-old has become a musical sensation, and the fashion world is taking note. “If I could describe her style I would say drama. She’s really into the dramatics,” says Cardi B’s stylist @kollincarter. See how Carter styles her bold and out there looks with the link in bio. #wwdfashion
“There is no formula. There is no guideline. I can watch Ted Talks all day, but there is no one who can advise me on exactly what it is I should be doing,” said @ronniefieg, CEO of @kith, in an interview with WWD’s @ariahughes at the brand’s new SoHo office in Manhattan. Head to WWD.com to see how Fieg went from hanging out in shoe stockrooms at 13 to building his own business. #wwdfashion (📷: @weston.wells)
@fearofgod and @maxfieldla have teamed up on a pop-up installation. The store, located in the gallery space across from Maxfield’s Melrose Ave location, is the site of the brand’s House of God pop-up in which Fear of God founder @jerrylorenzo has created a church-inspired installation. A dozen vintage church pews sit in front of an LED screen playing 90s gospel singers in an effort to re-create an environment akin to a Southern Baptist Church, Lorenzo explained. Read more about the pop-up on WWD.com #wwdfashion (📷: Jennifer Johnson)
Known for his sleek, sophisticated American glamour, Norman Norell is the subject of an upcoming exhibition at @fitnyc. “Norell: Dean of American Fashion,” which runs from February 9 through April 14, will feature approximately 100 ensembles and accessories. His best work is exemplified by the designer’s glittering “mermaid” gowns frosted with thousands of hand-sewn sequins – like the one pictured. (📷: William Helburn) #wwdfashion
For pre-fall 2018, @balmain didn’t let go of the glitz. A crystal embroidered baseball jacket priced at around $40,000 hangs in the “couture” section of the brand’s first men’s pre-collection. Sporting the words “Balmain Army” across the back, the item took around two months to make. “When it was completed, it was like Christmas, it was like, ‘It’s done, it’s exactly what I wanted,’” said Balmain’s creative director @olivier_rousteing during a tour of the collection in a Paris showroom on Monday. #wwdfashion