It may seem wasteful to be spending exuberant amounts of money on something that only lasts 20 minutes, which might or might not gather media attention, which might or might not render into sales, but, like all other things in life – there is method to the madness. The catwalk or fashion show, over the years, has increasingly become associated with status, wealth and celebrities. It's about who's sitting in the front row and houses putting on a spectacular spectacle that's talked up in the press. Clothes become a secondary matter and in the current age of a 24-hour news cycle and immediate internet interaction, design houses are shooting their virtual flare’s sky high, and waiting for the world to watch. Looking at exhibition elements such as strategy, audience and sensory interaction, delivery and social factors we can see how Chanel, Tommy Hilfiger and Victoria’s Secret utilise these elements and create their awe-inspiring shows. …show more content…
Karl Lagerfeld is infamous for his extravagant runway productions and continues to set the bar for the runway seasons. The method used by Chanel is paramount to its branding, Chanel, like Tommy Hilfiger, promotes its brands as a lifestyle rather than just a label. The lifestyle promoted by Chanel creates interest, aspiration and desire that consumers want to be a part of, they want to buy into that lifestyle. So, it seems almost obvious that to truly promote a lifestyle, the consumers need to have a taste; which is exactly what Chanel and Tommy Hilfiger have