Peuterey Introducing #inseason Calendar for #realitytelling
Peuterey announces a global rethinking of its communication, commercial and marketing strategies.
From now on, the men’s and women’s Peuterey Studio collections will be presented in a unified show, with clothes being available across top retailers and boutiques, both off and online, the day after. The brand is evaluating format and exact timing that will be enveiled shortly. The new business model calls a #inseason approach, and will in fact coincide with the launch of the global ADV campaign, too. The Peuterey Main collection will be previously presented to selected long-lead and short-lead medias in the course of press days ahead of the season.
This radical change is thought to fuel evolution and progress, in a way that is consistent and organic. Peuterey aims at dressing the real lives of real people, which means acknowledging that today when you see something you like, you want to buy it right aways. That’s a way to satisfy, simply yet effectively, deeply felt human needs. The new Peuterey calendar will further align fashion with reality, skipping once more pointless fictional elements in the name of progressive pragmatism.
Digital culture has changed forever the way we live style and consume fashion. The constant flood of images ignites an urge of desire that demands to be satisfied right away. This is particularly evident in the upper premium section of the market, with designer fashion being nonetheless part of the game.
Olivia Palermo and Johannes Huebl wearing Peuterey
In this process of evolution, the value of the fashion show has changed too, turning from a secluded business meeting for professionals into a media-inflated entertainment event for the global audience.
Fashion shows as we know them today started almost seventy years ago. At the time, photographers were banned for fear of copying. Today the first look is online right when it hits the catwalk.
The conundrum is apparent: the fashion show and the shop delivery calendars are not aligned. There is a six months gap which is totally at odds with contemporary rhythms, and which frustrates customers. This needs to be fixed, looking ahead, not back.
That’s what Peuterey aims at, keeping the humanistic and pragmatic approach which goes under the tag #realitytelling.
#realitytelling happens #inseason
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