WWD did its own informal poll of women in New York and found that many fashion-loving consumers would be willing to pay up to $160 a ticket to be able to attend the top fashion shows themselves. Proponents of the idea say it would be a money maker and would bring more exposure to the shows. But the designers are not down with that idea -- at all. In fact, they hate the idea.
And there are plenty of eager customers. A recent, informal WWD poll of 105 women in New York stores and on the streets found they were willing to pay for the privilege of sitting in a tiny chair and watching expressionless models walk by.
How much? About $160 on average, with the most in-demand shows being Marc Jacobs, Oscar de la Renta, Betsey Johnson, Badgley Mischka, Vera Wang and Ralph Lauren. And Chanel, too, but that’s obviously not part of New York Fashion Week.
There are several hurdles to the idea, however. First of all, most designers and their public relations people aren't too keen on it, believing inviting consumers to fashion weeks might confuse them (as if they already aren’t confused by having wool coats on sale in July but not February).
"I feel very strongly it is a very bad idea for consumers to see clothes that they won’t be able to buy for six or seven months," said Diane von Furstenberg, president of the Council of Fashion Designers of America.
Michael Kors concurred. "No way, no how" was the official word from his spokesman, who said the company would never consider exploring such an undertaking.
In addition, IMG, which organizes the Bryant Park tents and, beginning in fall 2010, the tents at Lincoln Center, forbids designers from selling tickets to the general public, even though some people (including the occasional cash-strapped fashion journalist) have been known to do so. "Everybody is trying to make money one way or the other, but not always with our blessing," IMG Fashion's senior vice president Fern Mallis said. For now, IMG is content to limit its nonindustry attendees to sponsor seats, which are wedged near the photographers' pit.
But retailers have a very different take on the issue. Retailers say going to a fashion show of their favorite designer makes consumers more likely to buy what they've seen. They say seeing their favorite fashion designer's runway show is like going to see a favorite musician in concert. So far it's not happening, but the idea is still percolating in certain quarters.
