Retail Trend – Shop the Runway
After a fashion show you can see the latest creations everywhere in the World Wide Web, Instagram and on all social media channels, so why not putting the collection on the market right away? Designers around the world are constantly looking for new strategies to catch potential customers. Big fashion houses such as Burberry, Tom Ford, Tommy Hilfiger and Ralph Lauren reacted to this as they offered the entire collection online right after the fashion show.
This idea resulted in a new concept of the IMG. At the end of December 2016 they announced the introduction of the "THE SHOP" project for all potential costumers. 14 German designers offer their current collections for sale at the same time as the show program at the Jandorf department store will happen. Seven designers will be present each day, some only one day, others all four Berlin Fashion Week days, From 17th to 20th January 2017 the designer pieces will be made accessible to the public. IMG want to create a platform where they can interact with the industry and its consumers.
"As IMG continues to evolve the Mercedes-Benz Fashion Week Berlin, we have seen the opportunity to expand THE SHOP's concept in this market to help local talents to meet their fans in an individual way," says Catherine Bennett, SVP and Managing Director, IMG Fashion Events and Properties.
Single newsThe participating brands are Atelier About, Barre Noire, Hien Le, Holy Ghost, Ivanman, Malaikaraiss, Michael Sontag, Perret Schaad, Philomena Zanetti, Riani, Steinrohner, Strenesse, Vector and Vladimir Karaleev.
Many of the designers have their own shops or they are represented in concept stores, but only with a small selection. THE SHOP makes it possible for all designers, who are important for the German market. The choice of brands is less about who is currently presenting at the Berlin Fashion Week, but rather who influence fashion design in Germany.
Who expects to be able to shop directly looks from the catwalk, as known from the big design houses and already from the jewelry label Stilnest, is unfortunately wrong. The current collections, which can is buyable at the moment, are presented. Some of them want to offer something exclusive to the visitors and buyers and so Michael Sontag and Vladimir Karaleev will sale exclusively a piece from collection, which they will present now for the first time at the Berlin Fashion Week AW2017-18. Michael Sontag will sell a limited silk scarf with floral embroidery and Vladimir Karaleev a top from the upcoming winter 2017/18 collection.
Single newsBut not just THE SHOP has been created to support the designers. In 2016 around EUR 300.000 was spent on the promotion of young talent by the Senate Administration for Economics, Energy and Plants / Project Future. 2017 the Showroom @me collectors room will also be launched for the first time at Mercedes-Benz Fashion Week. Ten designers will present their collection including Diana Reinke, Depression, House of Yoshi x Bom.B, Odeur Studios, Philomena Zanetti and Akene.
On 19th of January, IMG planed a private showcase to show their collection exclusively to the press and buyers. Young talents will be supported in order to create networks and contacts in all sectors of the industry.
17-19th January 2017
09.00am - 08.00 pm