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Fashion Week executives say business is business as usual as omicron expands

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The fashion industry gathered on the catwalk last week as officials in New York, Paris and Milan said show business must continue.

In Milan, where daily cases of Covid exceeded 200,000 (a record day for the city) Just two weeks ago, top designers like Armani canceled their shows entirely, while others like JW Anderson opted for a digital show. But industry executives said business was business as usual.

  • Fashion Week remains an integral source both revenue and marketing for a brand, and further presents a significant opportunity for the retail sector, according to Erin Schmidt, senior analyst at Coresight Research.

Not only is Fashion Week important for major brands, it is exceptionally important for the entire retail industry, as all eyes are on major high fashion brands to define the [fashion] season program; Mass retailers and fast fashion are turning to the runways, as all the trends from Fashion Week inform and inspire collections from designers and brands, she told us.

What’s up ? Dsquared2, Zegna, Prada and Fendi feature on the Milan Fashion Week schedule, which includes 22 presentations and 18 segments of digital content.

  • In New York, the Council of Fashion Designers of America (CFDA) has published its calendar which lists a mix of physical and digital shows and includes NYFW stalwarts like Tom Ford, Coach and Proenza Schouler.

In the event of a physical show, the CFDA and IMG have committed to following New York City’s Covid protocols in place since September, including mandatory vaccinations, indoor mask-wearing, and reducing the size of the public,” CFDA chief executive Steven Kolb told Vogue. .

Zoom out: According to Aoife Byrne, senior retail and catwalk analyst at market intelligence platform Edited, designer strength is amplified through physical, structured fashion weeks.

  • The brands are stronger together than apart, she said, with precautions in place and [with] boosters are rolling out, organizers and brands are in a much stronger position than they were this time last year. Physical fashion shows can help brands stand out in a crowded digital space.

Yet digital fashion presentations are here to stay, as witnessed by several designers from the Fashion Week calendar. Schmidt believes they have their unique benefits. The upside was that the shows gave access to a much larger audience, who would never have been able to see the shows in person, because most physical shows are exclusive events, she said.JS

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