One of the main issues I see people talk about surrounding fashion is time. Is six months too long, the time it takes clothes to be avaliable seems to be too long and we want more. Looking at smaller less publicised collections such as resort and pre-fall are they answer to this gap in the market?
Erdem Pre-Fall 2013
People regard pre-fall as a taster of what's to come later in the year but sometimes it's also a different outlet to express other ideas and creations too. Reading a blog entry from EDITD about pre-fall which you can see // here // suggestions as to whether delivery times also really appeal and help the market. This is especially clear with Net-A-Porter recieving massive amounts of stock mid June, so pre-fall actually being avaliable for pre-fall.
Michael Kors Pre-Fall 2013
Michael Kors A/W 13-14
Evidently here some designers regard pre-fall as a different outlet to express something different and reach a wider market, obviously making pre-fall a great opportunity. In the EDITD post Katie Smith also mentions Karl Lagerfeld making a comment about his Resort Show 2013 saying it should be seen and admired as a "collection not a pre-collection". She then goes on to talk about how if you did have it as a preview it also allows commercial and high-street brands who have a quicker turn around to really monopolise before you release your collection.
With massive companies such as Browns spending 70% of its budget on pre-fall rather than waiting for a full collection, is pre-fall a way to counteract peoples complaints and concerns about the wait from presentation to delivery to brands. With so much focus on us being shown collections through live streams, blogging, twitter and various other methods which is a really fast quick instant process the idea of having to wait is the other end of the spectrum, waiting six months for clothes to be delivered to stores and then be online. Versace Versus//JW Anderson had the right idea to actually put the clothes online instantly after showing them, really giving everyone what they want from a brand.
With such massive waits for clothing is there also an issue that we'll have forgetten about a collection when it's actually released?
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