NAVIGATION
95. Fashion Portals
There is little point to all the hard work involved
in fa shion design if the final product doesn't go
anywhere. Designers must al so design systems
that distribute their work to many different des
tinations, utilizing lots of channels-with each
channel having a distinct message.
In-store, it is all about hanger appeal. Retailers
expect the product to be packaged in a way that
maintains the integrity of the design.
Screen appeal rules online, and that means
beautiful, clear images. The e-commerce experi
ence falls short in many ways because there is
no way to touch the fabric or try on the garment.
A picture must provide a great deal of visual
information and be strong enough to engage
the customer.
A showroom is a bridge between designer and
buyer. The sales representative must be informed
and invested in the product because she is edu
cating and stimulating the client in order to make
the sale.
Celebrity association is one of the easiest ways
to scale up perceived importance when the deliv
ery channel is through imagery-either motion or
still shots. Having a well-known persona repre
senting the product is an asset.
Pop-up stores, taking a collection on tour, trunk
shows, and private shopping experiences are just
a few of the guerilla tactics that can be employed
to surprise and seduce the shopper.
Fashion shows and shopping events put the
clothes on display within the context of enter
tainment. The runway presentation is tr ans
formed with theatrical models, hair, makeup,
and styling.
196 Fashion Design Essentials
It's important to compartmentalize different
needs for the press and what they ultimately
need to deliver to their audiences, as well: A
blogger is looking to express his opinion; the
journalist needs to present the facts; an editor
needs to place the designer's work within the
context of the current vision for the market. How
can you help each of them reach their goals?
Last, and most important, public opinion and
word of mouth are paramount. Public opinion, in
particular, is a powerful conveyor of messages.
It also validates and perpetuates a designer's
reputation.
The fashion show: Girls Rule!
Runway fashion show at
Bryant Park during New Yo rk
Fashion Week
