As reported by the
NY Times, Haute Couture is the key driver to incentivize celebrities to attend shows during NY Fashion Week. Thus, consumers see photos of their favorite celebs seated front row at the shows which entices the fashion novice to purchase the "affordable" pieces from the collection or imprint labels of the collection. For example, Marc Jacobs isn't realistic for many, whereas Marc by Marc is more attainable.
FASHION REVIEW
An Adventure in Detail and Perspective
By CATHY HOYRN
Next year the Calvin Klein company expects to generate $6 billion in retail sales, a small fraction of which — about $40 million — will come from sales of the runway collections designed by its star Francisco Costa. A money-loser, the collections’ real value lie in marketing and the skillful use of advertising and celebrities like the hot-bodied Eva Mendes, who was at Mr. Costa’s show on Thursday, and thus its prestige is wildly inflated.
More and more, expensive ready-to-wear functions like haute couture, as the bait that hooks consumers. Fashion houses get news media exposure for their shows — that’s one purpose of Fashion Week — while the bulk of their clothing sales comes from preseason collections, which reflect the designer’s aesthetic as well as enjoy a longer selling time in stores because they are delivered before runway pieces.
Besides, runway looks are typically ordered in such small qualities that relatively few people will ever see or touch the actual garments, much less own them.
The gap, then, is widening between what you see on the runway and what, in effect, you get, although how much this bothers editors is hard to say. They have their own reasons for attending shows.
But one dress from the fall 2008 collections — Balenciaga’s look No. 2, a sculptural black sheath — illustrates the point. Editors raved about the dress’s modern cut. It appeared in major fashion magazines, and stores like Barneys featured it in their ads.
To see full story, visit the
New York Times.