Runway Collection. How To Build A Brand. Product Production

What is a Main Runway Collection?

A main runway collection is the centerpiece of a fashion brand's seasonal offerings. It is the collection that sets the tone for the brand's aesthetic and showcases their creative vision. This collection is typically presented on the runway during fashion weeks and is eagerly awaited by fashion enthusiasts and industry professionals alike.

Why is the Main Runway Collection Produced in the Brand's Home Country?

When a brand is based in a particular country, it is only logical that their main runway collection is produced there. This allows the brand to have direct control over the production process and maintain the highest level of quality. By producing the collection in their atelier or production facilities in their home country, the brand can closely monitor every stage of the production, ensuring that the garments meet their standards.

Why is the Main Runway Collection Produced in Limited Quantities?

One of the key reasons why main runway collections are produced in limited quantities is to create a sense of exclusivity. Fashion brands want their main runway collection to be highly coveted and sought after. By producing a limited quantity, they can generate a sense of urgency among customers, encouraging them to make a purchase before the collection sells out.

How Often are Main Runway Collections Showcased?

A brand's main runway collection is typically showcased twice a year for ready-to-wear collections. However, if a brand has additional lines such as menswear, couture, and cruise collections, the main runway collection may be showcased up to five times a year. Each showcase presents an opportunity for the brand to attract the attention of the media and end customers.

The Importance of Main Runway Collections for Brands

Producing a main runway collection requires a significant amount of work for press and media, but it is all done for a reason. The main runway collection serves as a powerful marketing tool for the brand. It helps to create brand awareness, generate media coverage, and attract the attention of potential customers. The showpieces from the collection are often made available for purchase immediately after the runway show, both in flagship stores and online, allowing customers to own a piece of the brand's creative vision. 

In conclusion, producing main runway collections in the country where the brand is based and in limited quantities is a strategic decision made by fashion brands. It allows them to maintain control over the production process, create a sense of exclusivity, and attract attention from the media and customers. So the next time you see a stunning main runway collection, remember that it is the result of meticulous planning and craftsmanship.