With Toronto Fashion Week gone, many media are suggesting that this is time for Canadian designers to start anew, to create ways to present their collections THEIR WAY, rather than a more “traditional” runway. As a blogger, one of my favourite events at Fashion Week was the Press and Buyers’ Brunch, where designers had booths (kind of like a market) and we, as media (and buyers, as well) could speak to the designers directly (this is great for me, as a petite woman. I could ask the designer whether he/she thinks certain pieces would look better on someone my height opposed to a model. This would also be the case for writers who focus on plus sizes) and touch fabric. It gave us a better idea of what the collection was like as we were up close. This isn’t the case at a runway presentation – you could be up in the so-called “nosebleed” seats, which was often where I was placed (despite having been at Fashion Week for several seasons. All because I wasn’t an “important” enough blogger) and have to rely on published photos after the show because it was difficult to see. And don’t get me started on studio shows where it was leveled bench seating (and you can’t see a thing).
The author (right, wearing a navy dress) at a Judith & Charles installation (October 2015) held at Fashion Week
Another approach to this is an open house. This is similar to a market style presentation, but for one single designer, often at his or her showroom, venue or at the publicist’s office and something that is already done by many designers (I have gone to many myself). Again, it’s something I personally prefer for the same reasons mentioned in the earlier paragraph. And I am sure others feel the same. A more intimate, personal approach is always better than spectacle with a huge audience, which is what Toronto Fashion Week was, for the most part. Of course, some designers have held installations at fashion week itself, such as Judith & Charles.
Of course, the above suggestions won’t reach the masses as they are neither media nor buyers. Unless, of course, they are on a mailing list or follow the designer on social media. And not everyone is on every designer’s mailing list nor are people following them on social. Therefore, how could THEY see upcoming collections? There are public markets, of course, like Inland. However, that’s typically held AFTER a season’s collection has made its debut. Using Inland’s approach, and thus, marketing more to the public, the event can feature several designers where people can pre-order items. It doesn’t even have to be held months in advance. In fact, it shouldn’t. Ideally, an event for the public should be held just before a collection hits the market. That way, many pieces would already have been produced – and in more than just sample sizes. Thus, designers can even choose to use models of different sizes, which would give people attending the event a better idea of what something might look like on them. If it is something they like and is within budget, they can reserve it immediately. It’s also a good way for designers to find new clients. People might be going to see a certain designer, but may discover others they’ve never heard of before (and (potential) clients could take pictures, share on social media and bring in even MORE fans). An alternative to this is a more traditional fashion show featuring only one designer, and again, shortly before a collection is to hit stores.
As a smaller market, any of the above could be a wonderful way to build a fan base – and probably a bit more budget-friendly. Whether designers end up choosing to use one of these methods or something I haven’t even thought of, is, of course, up to them. But right now, if we want more Canadians to buy domestic brands, it’s important to find more unique/less traditional ways to bring them in.
Image credit: Paul Ross/Top of the Runway
