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Rebecca Minkoff will do things a bit differently this upcoming New York Fashion Week. WWD reports that rather than showing her new fall 2016 collection, as almost all designers will in February, the New York-based designer will present her already-in-stores spring 2016 collection. Minkoff hopes that by switching up the schedule she will be able to leverage the Instagrams, press, and buzz that comes out of a fashion show to actually make immediate sales, rather than hoping customers will remember and seek out a style six months later.
WWD also cites the fact that consumers are already "so bored with the styles that they've seen on celebrities and social media for six months that they don't buy them." Minkoff also tells WWD that by the time Fall 2016 styles hit the stores, fast fashion retailers have already knocked them off.
Minkoff will also present her collection to an audience that will be made up of "everyday" consumers. Minkoff plans to invite retailers, the brand's best customers, editors, and bloggers along with "selected readers."
Since Minkoff already presented her spring 2016 collection in September of last year she admits that this will be what she calls a "leap frog" season and is trying to find ways to still make this show unique. "The idea is a mix of pieces of what you have seen, it's also moving into summer," she tells WWD. "What we're showing is what's available right then and within 30 to 60 days out, as well as a capsule of things you haven't seen."
Neiman Marcus's senior vice president and fashion director Ken Downing made a pretty good case in support of Minkoff's change. "The history of fashion shows was to show the buyers and the press the message of the season," he explains to WWD. "But technology has utterly changed everything in our industry. That customer continues to follow Instagram and Twitter and watches the live-stream of fashion shows. When they are seeing clothes, they are less aware of seasons. What they are seeing, they want."