Beyond the quantifiable, the value of trunk shows lies in 'the face-to-face interaction with clients.'
At a time when discovering and shopping a buzzy brand requires little more than a wifi connection and an Instagram account, for many designers one of the most tried-and-true methods of connecting with their customers — repeat and potential — remains: the trunk show.
For Forty Five Ten, trunk shows may just be part of the secret sauce for its famous curation of established luxury brands and more unexpected labels that can't be found on most retail floors. "That is an investment we are willing to make for designers we see real potential in," adds Cole of the brands that have found success through trunk shows, citing Area and Maisie Wilen as examples.
Beyond the quantifiable, the value of trunk shows lies in "the face-to-face interaction with clients," adds Leff. "It's amazing to sit in a dressing room with a woman and [have] her tell you that she bought a dress of yours for a special event. It allows us to define who the Jonathan Cohen woman is.
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