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.
“Azzedine has been one of the biggest influences in my life. He has always been such a strong, loving, fatherly figure to me. I call him Papa. His designs are indescribably unique, they are pieces of art. He knew how to make the female form look its loveliest. I have so many memories of him; my favorite might be during my first show with him in Paris. He liked me and he wanted to help me get more work. He called all his friends at Kenzo and Comme des Garcons, and asked them to book me. They said, ‘But she can’t walk!’ And he said, ‘but she has such a great ass!' His friendship and support has been the great privilege of my career. I can't imagine life without him. Repose en paix mon Papa.” - @stephanieseymour tells @wwd. #wwdfashion (📷: @steveeichner) #alaia #azzedinealaia
Azzedine Alaïa, flanked by two of his closest friends, models Stephanie Seymour and Naomi Campbell.
He designed Seymour’s dress for her 1995 wedding to Peter Brant, and treated Campbell (who famously called him Papa), like a daughter. For more on the legendary designer, tap the link in bio. #wwdfashion #alaia #azzedinealaia
Azzedine Alaïa's “I-did-it-my-way” ethos stood out starkly at a time when brands are experimenting with consumer-facing fashion shows, coed formats and trans-seasonal collections – anything to perk up lackluster sales of ready-to-wear in an age of Insta-everything. “It’s not creation anymore. This becomes a purely industrial approach,” the late designer told WWD in an interview last year. “But anyway, the rhythm of collections is so stupid. It’s unsustainable. There are too many collections.” Read more about the iconic designer’s life and work on wwd.com, link in bio. #wwdfashion #azzedinealaia (📷: @WWD Archive, 1986) #alaia
Sneaker reselling app @goat’s latest exhibit, "The Greatest: New York," tells the story of New York's sneaker culture. To celebrate the exhibit, an intimate crowd gathered on Thursday night at the pop-up gallery space, located at Platform in Culver City, to hear guest speaker and illustrator @esymai talk about her own rise in streetwear and women in the business. "For me I'm just someone who is creative. I like to create things," said Chang. #wwdfashion
Azzedine Alaïa, one of the most iconic couturiers of the modern era whose body-con designs defined Eighties fashion, has died in Paris. The diminutive Tunisian-born designer, known for his structured knitted dresses with fitted waists and impeccably cut, figure-hugging second skin silhouettes was deeply admired by his peers, and counted supermodel Naomi Campbell - his adoptive daughter - among his inner circle, one of a gang of glamazons including Farida Khelfa, Carla Bruni and Stephanie Seymour who became ambassadors of his style. (📷: Alexandre Guirkinger) #wwdblast