Friday, April 24, 2020

From Runway to Department Store

Stage, Performance, Public Show, MusicWe’ve all seen runway shows at some point in our lives.  My experience is by having watched a couple of news clips on one or two runway shows or via project runway.  I’ve never actually been to a show but from what I can tell, the runway is for a designer to show all his ideas, shares his dreams.

There are two types of fashion shows, the first is the over the top high society type shows and the second is the ready to wear shows with fashion designed more for the population.  The higher end fashion shows often have the wilder crazier, over the top designs which when made for the store, often sell for a lot more.

Many times the designs are extreme and over the top.  There are folks out there who would consider wearing it but for many, they are a bit too much.  Most designers have an accessible version that is not quite as extreme but for those of us who have limited budgets, we still can’t afford those. 

The ready to wear shows are filled with designer ideas for the mass market. Most of the outfits that appear are closer to what we see later but by the time the design has hit the department stores, it is undergone change.

Let’s start with the runway show itself.  The uninformed audience sees outfit after outfit coming down the runway but the show is more than just for showing a designer’s creations.  It is actually a trade show where editors, buyers, and other insiders determine the upcoming trends, and what will end up in stores for the consumers.  The outfits on the runway are what catches the eyes of those who decide what will be offered the following season.

Most of the beginning work is done at private showings where editors, buyers, etc go to private designer shows to make purchases, decide how to change things to market either in a boutique or for ready to wear.  Some the the things buyers change for the ready to wear market include making changes to fit the average person.  Most outfits are designed to be worn by a model is is much taller and thinner so adjustments must be made.

The design might increase measurements around the bust, the waist, the hips, while shortening the inseam, shorten both sleeves and the length of the torso, and shorten heels on shoes.  Although they try to stay true to the original design, they often have to make changes based on the requirements of the store representatives.

The changes requested retailers might include taking off some of the embellishment to make it more practical, or use a different material to make it more affordable, change the neckline or hem length.  Although changes are made, they work to keep the feel of the garment the same.  The original provides the desire to own the outfit while the off the rack outfit is to own.

So now you know how things go from the runway to the store.  Let me know what you think, I’d love to hear.  Have a great day.

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