The runway-to-retail concept picks up serious steam
Fashion Week now has an official retail component.
New York Fashion Week producer IMG announced yesterday that it will debut two pop-up shops, both open to the public, that aim to make the industry event more accessible for fashion fans.
The shops are a response to the get-it-now runway-to-retail concept—where designers offer merchandise for purchase directly off the runway, same day—that many industry watchers believe will add much-needed relevance and Instagram-style immediacy to the international fashion weeks.
British fast-fashion brand Topshop announced that its customers will be able to purchase selected pieces from the Topshop Unique collection online and in certain stores immediately after the runway show at London Fashion Week Sept. 18.
Proenza Schouler, Alexander Wang, and Balmain—three designer brands helmed by forward-thinking young creatives—have all announced that at least a few pieces featured in their spring 2017 runway shows will be offered immediately as see-now-buy-now items for shoppers.
A jeweled face at the spring 2016 Givenchy show (photo courtesy of Vogue)
IMG’s temporary stores—the Shop @ New York Fashion Week: the Shows and F.Y.I. @ MADE New York—will feature pieces (including fine and fashion jewelry) from designer collections and designer merch made expressly for the pop-ups.
“In our ongoing conversations with the fashion industry, we realized there’s a need for easily accessible, multipurpose spaces that help our designers and partners connect directly with consumers,” Catherine Bennett, senior vice president and managing director for IMG fashion events and properties told the Daily Front Row, which is owned in part by IMG.
“The Shop and F.Y.I. are purposely built with that need in mind. For designers, it’s a unique approach to retail that will help drive awareness and sales during this key moment on the calendar. For our brand partners, it’s an authentic touch point that connects them directly with style savvy customers. And for consumers, it’s a chance to experience fashion as an insider, discovering new brands and getting reacquainted with their favorites.”
Exclusive products from brands including Alison Lou, A Peace Treaty, Erth x Nicole Trunfio, jewelry collection Fallon, Lizzie Fortunato, jewelry collection GemfieldsxMuse, Jordan Askill, Lele Sadoughi, Monogram, Satya Twena, Scosha and Yliana Yepez will be sold at The Shop @ New York Fashion Week: The Shows, which will pop-up at 875 Washington St. and will be open on Sept. 8 from 12 p.m. to 7 p.m; Sept. 9 from 12 p.m. to 3 p.m.; and Sept. 10–11 from 12 p.m. to 6 p.m.
F.Y.I. @ MADE New York will sell looks directly off the runway. Brands in the house will include sunglass collection Krewe du Optic, The Blonds, Patricia Field, Pyer Moss, 69, Andrea Jiapei Li, Barragan, Chromat, Etienne Deroeux, GHE20G0TH1K, Luar, Maison the Faux, Misbhv, Nylon, The Smile and Tumblr. The shop will be located at 449 West 14th St. and will be open Sept. 12–14, from 12 p.m. to 8 p.m. each day.
Top photo: Necklace and earrings from the GemfieldsxMuse collaborations, courtesy of Gemfields