Once again Fashion Week has come and gone. As exhausting as it was, I miss the thrill and anticipation that goes hand in hand with each show. I miss having that full-on experience where I'm completely immersed in the brand. Every element of the show is carefully programmed to ensure that every audience member walks away with a clear idea of who the brand is and what their latest collection is all about. The venue, the seating cards, the gift bags, the music, the timing, the lighting, the way the models walk down the runway, the hair and makeup, even the way the designers take their bows-- everything works together to tell the whole story. It's such a shame we only get to experience this twice a year. But wait...why does it only happen twice a year??
Now, I'm not saying we should have Fashion Week every week. I'm talking about getting the same impact that I get at each show, every time I encounter a brand. As a fashion enthusiast, I love getting the seasonal previews of collections twice a year. As a consumer, I'm wondering why I don't get a similar thrill stepping into (or logging on to) a store as I do going to a show. As a marketer, my head is spinning with how the same logic put into every nuance of a fashion show can be (should be) applied to the store experience, marketing programs, PR plan, partnerships, events, etc. Why is it that brands who command such an incredible and distinguishable presence twice a year, struggle with this the other 363 days? I know that retail is different than a fashion show. There's a different audience, a different objective, a different timeline. But at the end of the day brands strive to make positive and lasting impressions in short periods of time, among all of the other brands fighting for the attention of the same audience. It's time to put Fashion Week thinking into every day experiences.