Yes you are 100% right. I was talking about this the other day with a friend who works in the production side of the industry. He basically said everything you mentioned.Truthfully, I'll never understand how a show can impact a brands topline. Like I get it from a marketing POV, but after that it still doesn't make sense to me.
Side note- when I say show, I mean any display of over the top extravagance. Never understood Karl’s fascination with them, but who am I, really. For me, Helmut Lang always had the perfect show. Never to much, the perfect length. It was and still is to me just right.
But I think every formula is valid. All the brands don’t need shows…We saw it with Longchamp. It was pointless because nobody cares about their shows. Sometimes a presentation is enough.
For me, when you are an important name in fashion or have a strong POV, the show is a necessity because there’s no better way to convey your message.
I also liked Helmut Lang shows. It was dynamic (even if I hated the model passing twice thing he used to do) but also it made sense. Weirdly, I’ve hated Margiela shows. I’ve always hated the rhythm of his shows…It’s not a surprise that SS 2007 is my favorite collection from him because it’s the most classic type of presentation he had I think.
Karl big shows at Chanel in the 2010´s were for me interesting because people saw it is a pure extravaganza but for me, it was a way to put clothes in a context and also to have a strong recollection of a collection through one strong element. If I say FW 2015, I don’t think anybody remember what I’m talking about but if I say the « Brasserie collection » you have the images right in your face. But also I think it also inspired the clients to buy because you see something in a kind of idealized real life situation and you want it. After the supermarket show, I felt like every thing I need was a tweed jumpsuit and sneakers because it looked so comfortable and relatable. And I bought it.
With Fendi it was a different story. The shows were simple but the clothes were strong anyway.
But to tell you how the show is important for some brands, I haven’t purchased a Fendi item since Kim Jones took over. I’m sure there are cute pieces in the shops but because I didn’t liked anything, I don’t care about the brand anymore. And Fendi, unlike Tom Ford is not a brand that has « staples » in RTW. I can go to Tom Ford for tailoring because his cut is so distinctive or for a silk shirt in blush colors or even his silk jersey tshirts that nobody else does.
But the show is still nevertheless the best way to capture people attention and when you got their attention whatever they like can be translated in potential sales.
