It’s New York Fashion Week, and as crazy as it sounds, the clothes they’re showing are for next Fall and Winter. They need that long lead time because they need orders to figure out how much fabric to buy and the mills need time to make it, because they’re not going to make fabrics until they have orders, too.
And it’s important to know which items are going to be popular, so they can make extras for reorders. And if they end up with too much of something they sell it to the outlet stores, which is why a lot of times you see this season’s clothes at great prices at TJ Maxx, for example.
The newcomers and the veterans
Everyone in the fashion business is cutting back so there are fewer and fewer shows, but it’s amazing how many new designers somehow manage to find the major cash it takes to show in New York.
Erin Featherston is one of the newbies and was my first show. Let’s just say her “look” isn’t my look. Next was Philip Lim, and that’s a great show to do because they’re SO organized. Someone there must have once worked for a German firm like Hugo Boss, whose shows are organized-on-steroids!
Vera Wang isn’t showing this season because she’s in Paris being honored as a Chevalier of France’s National Order of the Legion of Honor, the highest honor France has. Color me impressed! I hope she wears it at her show next season because I’d love to see it.
My final show was Michael Kors, and as usual, it was gorgeous. Kendall Jenner closed the show – only the most prestigious models open and close a fashion show.
He often brings back one or more of the super model legends, and this time it was Carolyn Murphy, and it was so much fun to see her and catch up.
Sales Choreography 101
You ladies would immediately recognize Carolyn, who was the “face” of Estee Lauder for quite a number of years. She still makes an occasional appearance when they’re running a campaign for products for “women of a certain age” because she’s relatable. A 20-something year old pushing an anti-aging cream is ludicrous, although when there was only one “face” they did it anyway.
Kendall is currently contracted to Estee Lauder, too, but times have changed. Not all that many years ago, THE Estee Lauder “face” wasn’t allowed to do any modeling of any kind for anyone else. There was only one “face” and she did everything; now there are a few of them and they can represent or work for other designers, too, if they like.
It’s all about branding
The “face” of a cosmetics company was part of their branding. Ralph Lauren also has exclusive “faces” for his clothing line, as did Calvin Klein, Guess and others. The second you saw those models you knew exactly whose clothes she was wearing.
Current examples of “faces” all of you probably know are Taco Bell’s Chihuahua, Roscoe the bedbug-detecting dog, that deep voice of James Earl Jones on CNN, the woman who does the Progressive Insurance ads, George Foreman (who has had a long and very lucrative career being a “face”) who’s now currently in the Invent Help commercials and of course, the Geico gecko.
How do I make this work for me?
Is this something that you might be able to model in your business? Graphic logos are good for branding, but with all the “noise” out there, a “face” of some kind, even if it’s something like that gecko, makes a brand more memorable and relatable. A familiar “face” catches the eye, and even if it’s an animal –real or animated – when people see it often enough, they immediately think of your business. Think about it.
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