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Lowe’s builds a new image at Fashion Week

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There are a lot of new and digital things New York Fashion Week. In fact, everything is new, from virtual tracks to individual shows that take precedence over more general events. Even sponsorships are new, including home improvement retailers Lowes.

It may seem like an artificial couple. But Lowes is trying to upgrade its home decor branding and is using this year’s event to partner with top designers. NYFW kicked off on Friday, September 11.

It will participate visually in the background. As designers assemble their virtual shows, they will choose products purchasable from Lowes as modifications in the virtual display. The first group of designers will be Jason wu,Rebecca MinkoffandChristian Siriano. After that, Lowes will join designers in community projects that make high-level design accessible to people and communities affected by the pandemic, according to Lowes.

The intersection between home and style has never been more prevalent than this year, and we partner with some of the world’s most modern and visionary fashion leaders to demonstrate how anyone can bring fashion back to life. the house is very exciting for us, Marisa ThalbergLowes, chief branding and marketing officer, said in a statement. Our homes can be our greatest form of personal expression, in fact. We hope that seeing how these designers express themselves and bringing their ultimate runway visions to life through the world of the products we sell every day at Lowes will inspire people around the world to feel they can do the same, and more. easily and cheaply than they could. never imagined.

Lowes publishes the selected articles on a NYFW Microsite, all available for purchase. Each of the designers created a different look. For example, Wus items match her blue and white floral colors with rugs and kitchenware. Minkoffs items are mostly minimalist chairs and lamps.

Lowes takes advantage of the new NYFW structure or lack thereof. Depending on the fashion business, designers and sponsors were forced to make different choices for clothing as well as sponsorship models this week.

Media gained from a physical event is so much more than anything digital, Minkoff said Glossy fashion publication. We have never been able to estimate the return on a digital event than we could on an in-person event. And there’s no point in putting all the necessary effort and money into something that won’t get the same level of commitment. So I’m really glad we were able to put something together.

The show also reflects some of the inventory issues caused by the pandemic. According to Vogue Company, many retailers canceled orders in March and April and then thought they might return to the fashion market, where inventory would be cheaper and plentiful.

But the right inventory wasn’t there, said Gary Wassner, CEO of Hilldun Corp., which helps brands finance shipments to stores. Smart brands went back to their inventories and created collections from what already existed that were more appropriate for retailers for the era of deliveries.

Business dynamics meant that trends and seasonality were drawn from the market. These two factors are at the root of fashion events and are part of the reason why an innovative approach was needed this year. Experts say seasonality in particular could be an outdated concept. No one in the retail world today wants to plan their business five or six months in advance, says Vogue. This idea of ​​actual seasons for clothing is irrelevant.

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