For me magazines are generally just for the pictures and rarely do I find an article that holds my attention long enough to read past the first paragraph. But an article in the latest WWD, an American fashion industry magazine, on the divergence between press reviews and buyers’ views of particular collections got me thinking. Author Jessica Ireland used Balenciaga as just one of many examples.
The press were mostly “underwhelmed by Nicolas Ghesquiere’s worldly schoolboy look for Balenciaga” which met only “the most meagre of our expectations”. However, the buyers couldn’t get enough of his AW07 collection. He even created a new jodhpur-inspired trouser shape. Personally I was so inspired by the preppy double breasted jackets with plaid trims, brass buttons and puffy shoulders that I am prepared to remortgage to buy into this look shown above.
The press do serve their purpose and can make or break a designer’s career. Without press an influential buyer won’t even give a designer the time of day. However, buyers are more important than the press because they have budgets to buy into the designer’s vision. From my experience the press just want it all for nothing (or a hefty discount, because they can).
But the article is missing the next stage – you, the customer. You are the most important link in the chain. A designer might get global press coverage and a buyer may buy, but if you, the consumer, don’t feel compelled enough to part with your cash, after a few seasons, depending on their budget and patience, buyers will give up.
Brittique is all about new and exciting British labels that are often hard to source, particularly if you don’t live in London. This business is not about us, but about providing a service to you. We want to be open to your suggestions and let you have a part in the buying process. We would love to stock the designers you want to wear. Tell us the designers you dream of wearing and we’ll do our best to stock them for you.
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