What Is the Role of Fashion Promotion, and How Will It...

What is the role of fashion Promotion within the fashion Industry, and how will it develop over the next five years? In an age where fashion and technology is constantly evolving it is important that we take a step back and take a look at the current happenings in the promotional side of the fashion industry. The fashion show,a key tool to making designers collections accessible to its consumer, will be the main focus of this essay. We shall define fashion promotion before looking at how the catwalk sits under this title. A brief history of the fashion show shall lead us into the present day, where we shall begin the debate of whether some fashion shows need be as extravagant and expensive as they are. We will look at well known†¦show more content†¦However like with any industry,things are changing and developments always occurring which are affecting many parts of the fashion industry. Tungate goes on to highlight the most obvious development is the availability on the web. The images of a show are displayed less than an hour after the designer has taken a bow. With this easy accessibili ty there is becoming less and less need for buyers to attend shows and instead they are able to choose their key pieces right from their own offices. Tungate also recognizes that private pre collection gatherings in showrooms are taking place before the actual show. This gives the buyer a chance to place their orders without the razza matazz and overheads (Tungate,2004,12) of a show. One may ask that if 70% of stock is being sold at pre collections ( Tungate,2004,12) then why is it necessary for designers to stage a show at all?This comes back to what we mentioned earlier about showcasing the brand .A show is no longer about selling a particular garment it is about selling the look and that is McDowells justification into its considerable costs. He believes that a show easily costs  £150,000 and this sum cannot be used just for the designers indulgence,it has to serve a purpose. Lets take a look at what Tungate might mean when using the word razzmatazz. Perhaps the best example for us to look at is Karl Lagerfelds Fall/Winter 07 collection that wasShow MoreRelatedWhat Is the Role of Fashion Promotion Within the Fashion Industry, and How Will It Develop in the Next Five Years?1862 Words   |  8 PagesWhat is the Role of Fashion Promotion Within the Fashion Industry, and how will it develop in the next five years? I am going to write about what the role of fashion promotion is within the fashion industry and discuss how it might develop in the next five years. To do this I shall review what fashion promotion is by defining it and finding out how, when and where it started. 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