As David Lauren, marketing chief for Polo Ralph Lauren, told Time, "The cost of a fashion show has become prohibitive."
The expense of putting on the lavish shows and accompanying parties associated around events such as New York's Fashion Week has designers wondering if there isn't a better way to introduce new lines.
For some, the answer appears to be the internet. A number of top designers have streamed shows online and Lauren is behind a virtual fashion show that will have models strutting on treadmills in front of a green screen rather than sauntering down a catwalk.
The cost difference between a traditional fashion show and one of the virtual variety is stark. According to Lauren, the company spends somewhere of the vicinity of $1.5 million to attract 700 retail buyers and members of the fashion press. Taking their show online only costs the company about $50,000 and it will attract upwards of 40 million page views.
Of course, saving money isn't everything, and as the Time report points out, past stabs at going completely virtual have not worked to the advantage of designers taking that approach.
Polo Ralph Lauren is planning virtual shows for some of its less expensive lines, including one for children, but isn't ready to commit to an online only approach for its most prestigious brands.
Discussion Questions: What do you think about designers shifting from traditional fashion shows to virtual presentations of seasonal lines? How will online affect the fashion business in the years ahead?