It’s fall, and once again it’s trunk show time. Will customers post your invite to the fridge door? Or will it be tossed in the trash? It all depends on your reputation for lively, educational affairs. Here’s how to stage the best...
It’s fall, and once again it’s trunk show time. Will customers post your invite to the fridge door? Or will it be tossed in the trash? It all depends on your reputation for lively, educational affairs. Here’s how to stage the best possible 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 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 from all of its 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 other events, 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. "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 store, inviting clients in for champagne and hors 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 non-profit to which 10% of sales were donated.
Bring In A Star
To really rev up a show, invite the biggest name you can find (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.
"'Dynasty' is all about gowns, the diamonds and the scandal, so it's a bit like the fashion industry. When we come to Cannes it's all about the red carpet dresses too, so it all fit really well," said designer @philippplein78 on the theme of his high-glamour resort 2019 show at his mansion in Cannes. #wwdfashion #cannes (📷: @zefashioninsider)
"I think Spike is such a brilliant director because he holds up a mirror to society and reflects these issues, yet he doesn't shove it down your throat, he doesn't tell you what to think," says @lauraharrier on her latest film @Blackkklansman. Harrier was at the Cannes Film Festival – for the very first time – with @officialspikelee. #wwdeye #cannes (📷: @zefashioninsider)
“I would think to myself, Are you happy? Yes, I’m wildly happy. I go to this studio every day and, in my inside voices, I’m giggling; I’m singing. Yes, it’s a lot of work, it’s a [huge] volume of material. It wouldn’t be for everybody. But I was very happy,” said soap opera star @therealsusanlucci of checking in throughout the years with her career trajectory. Lucci spoke to WWD about her decades-long career, love for pilates, motherhood and her QVC activewear line. Read Bridget Foley’s full piece on Lucci on WWD.com #wwdfashion (📷: @celestesloman)
@balmain has taken a stand at the #cannes Film Festival, dressing 16 actresses at a press call for the project “Noire N’est Pas Mon Metier,” or “Black Is Not My Profession.” The multimedia project includes a book, photo exhibit and documentary, which aims to expose discrimination in the French and American entertainment industries. “The moment I was asked to participate, I knew it was right for me, and for this brand, to form a part of this moment,” Balmain creative director @olivier_rousteing told WWD. #wwdnews #wwdfashion
"I always feel curious and I feel like there's more to learn. But I think being relevant, feeling relevant, I personally always feel that there's just so much more to know. And maybe that's the key.” — @themarcjacobs #wwdsummits #wwdbeauty (📷: @patrickmacleodphoto )
“The most amazing thing about her is that, regardless of all the things that have happened to her, her spirit is so undaunted by all of it. She is the most cheerful person you will ever meet. She doesn’t see problems, she only sees solutions,” said @ajanaomi_king of activist Ifrah Ahmed, who she plays in a new film “A Girl from Mogadishu.” WWD caught up with King at Cannes — Head to WWD.com to read more about her new role, personal style and how she uses social media for causes like Time’s Up and Black Lives Matter #wwdeye
WWD asked a number designers to share their thoughts on what Meghan Markle’s wedding gown will look like this Saturday. Here, Valentino’s Pierpaolo Piccioli sketches his look. #wwdfashion #royalwedding #meghanmarkle