Wait, I thought the runway collections were the main collections. That said, I think that a good reason why they're more successful is because the press isn't slapping them with apathetic reviews.
I think that this is mostly because they're trying to move PPP's collections to the outlets as quickly as possible. The collection arrives in October, a month after the Fall runway season.
Runway collection´s are a drop in the ocean compared to the main collections that fill the store like Dior and LV, its two separate teams that design 1 show and pre /cruise and 1 main usually at these big houses this is at Gucci since last 3/2 years as well as well.
New Show collection with novelty items are less than 10 percent of offer if i remember well (the numbers are out there) depends also on brand.
Of course main collection take inspiration from the CD direction but often CD´s are less hands on when things are doing well.
Than you have a vip/red carpet team that design teams for womens and mens sometimes its cross over the teams with main or show as well and than kids and home decor are other separate teams , but Hermes its a bit more unusual as Hardy does shoes but also High jewelry this is unique in most cases not common.
Normally things from the shows collection become best sellers and became part of main collection mixed in with classics and novelty items as adaptations of best sellers form main.by sides special collection like CNY , Ramadan and capsules etc ect that fall under main team at LV these drops are many and clairly take indications from show but often have more a life of their own.
Its interesting the perception of a show versus actual products that are in stores and for who these different level clients these cater or speak too.
This is also the big divide with dior and at Chanel VV did clothes on runway that are actual clothes most clients buy into where Kl did the more show directional route.
One thing that does help sell commercial clothes is having them on the Runway and in AD´s as well it boost there appeals as special pieces while on shop floor it's a realistic item clients can ealsy wear for daily life., this practice is abused i have to say by management and merch directors to push for this to happen more and more. the more trouble a brand is facing the less power a CD might have as well to push against it if he or she wish to be more directional with the show collections.
