Fashion comes to life

Fashion shows are a positioning tool for brands. Discover their benefits and commercial impact.

One of the most attractive aspects of the fashion industry is the runway. Yes, that physical space where garments are not only displayed, but come to life thanks to the participation of models and countless talents.

Fashion shows have been—throughout time—an activation that draws attention due to their sense of exclusivity.

And it is that, through lighting design, music, models, screens, as well as scenography, these become a production that ends up being a true spectacle. Who attends? Regularly a determined group that may include key buyers, specialized press, content generators, and special guests.

Of course, nowadays fashion shows can reach a much wider audience. Why? Through the immediacy of social networks and digital marketing strategies, these kinds of fashion activations are sometimes broadcast live or recorded for the generation of audiovisual materials that are shared in digital environments.

From the first fashion salons held in Paris at the end of the 19th century, to the sublime productions that luxury brands now stage in fashion capitals such as Paris or Milan, fashion shows have evolved, but have also maintained a certain essence that positions them as a powerful tool for the industry.

Among the benefits they offer brands are:

Positioning

The creative vision of brands and design firms is reinforced. Their garments, as well as accessories, are showcased in a way that allows them to connect with important audiences.

Purchase Desire

Fashion shows regularly function as collection launches. Buyers find in this promotional activation a living showcase and an anticipated moment that accelerates the desire to purchase.

Global Media Coverage
Traditional and digital media amplify the event, reaching international audiences. In addition, fashion shows are synonymous with images that are shared on social networks to promote engagement.

Buyer Attraction
Runways are essential showcases for wholesalers, mid-market wholesalers, and even key retailers to become interested in product distribution or purchase.

Emotional Connection with the Audience
A memorable fashion show can generate a deep connection that fosters customer loyalty.

Trend Demonstration
As a strategy within the fashion system, fashion shows are also an opportunity to offer the public: silhouettes, colors, textures, and concepts as trends.

Come to Intermoda!

Get ready to experience great fashion shows in Fashion Space and discover the offerings of exclusive fashion brands and firms. We await you from July 15 to 18. Get your badge here.