For instance, look at the recent Mercedes-Benz Fashion Week for 2010 Spring. It might sound ridiculous to those not familiar with fashion shows. Why is the fashion show for 2010 spring which is like 6 months away? Are they predicting the future or something?
The answer is no, it is de facto a preparation for a launch of the collection in 2010 Spring. Designers have already designed their clothes and thus are prepared to manufacture them for them to be ready in store. Fashion shows are effectively a time for the designers to showcase their designs and arouse anticipations and excitements in the consumers.
But the question is, are you able to sustain the consumers' excitement about your clothes for 6 months? Not easy for sure. Sustainability has been a perplexing issue in our society today, in all facets of it in fact. It is not easy to sustain the environment, so who is actually confident of sustaining something so volatile, which is interest per se.
One of the top designers Diane Von Furstenburg highlighted, "Parallel to Fashion Week, if we create consumer show. But it should not be the same. It should the clothes that are in the store now."
Designers from Duckie Brown, Daniel Silver however disagrees, "I think it's actually great that people see something and can't get it for six months. And I also think that creates a need, a desire, and a buzz about the product. And an anticipation."
These 2 comments have such stark differences but at the same time, they never leave the point about the 6 months anticipation. Diane feels that they should do a live show showcasing the clothes in stores now, while Daniel Silver believes that people are moving so fast nowadays that they need to learn to wait to get the things they want.
I believe that the 2 viewpoints are spectacular. Personally, I have to agree that if the clothes shown are already in store now, the adrenaline rush in people can definitely be sustained from the point in time when they rush from the fashion show to the stores in town to get the pieces which they fell in love with at first sight. This could be one of the best marketing opportunities.
People in this world procrastinates a lot and if you do not give them the things they desire immediately, they will start to drag their desires and eventually it will start to vanish bit by bit away until nothing is left. When that happens, the target market will be oblierated and no one will buy your goods or products since the passion is lost. That will be such a tragedy considering that you have worked so hard to bring your collection to the public.
Then again, will people treasure things that they can get so easily? The old adage, "Play hard to get" is most effective here. The more prestigious something is, the harder it is to get and this enticed people. They will do whatever it takes to get that jacket, that dress or even that hat. The stronger the passion built up, the more money they will spend.
People are moving so quickly now, information are disseminated at lightning speed, they get what they are searching for immediately even though it is on another side of the planet. Just a click on the net on eBay or Amazon and you get the item you coveted. But shouldn't we learn to live life at a slower pace? To enjoy life and not let time past so quickly before our eyes?
Perhaps a little anticipation will bring a new perspective to our lives, to help us better appreciate the things around us and not to take things for granted.
Credits -Marketwatch, -3.bp, -zimbio, -famousankles
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