Fashion News Alert: New Venues for NYFW, Millennials’ Loyalty to Fashion Brands, Glamour Magazine’s Trinity, and John Varvatos to Close NYFW: Men

Since New York Fashion Week (NYFW) fall 2015 there has been speculation of where NYFW will set up tents now that what was called “Mercedes-Benz Fashion Week” will no longer be at Lincoln Center. Fashion insiders have predicted that NYFW will be housed at every place from Manhattan’s Post Office at 34^th Street to Pier 57 and 59 to Spring Studios.

Today, IMG, the governing body for NYFW confirmed venues that will house fashion shows for the spring 2016 collections. “As IMG prepares to evolve New York Fashion Week, we are focused on creating the best possible experiences that extend beyond a physical location and moment in time,” said Mark Shapiro, Chief Content Officer, IMG. “We’re looking forward to reintroducing the industry to a showcase of creative talent, style and innovation that made the New York runways famous. Part of this showcase involves staying close to inspirational hubs for fashion, art and music, and we’ve found great new homes for that in Skylight at Moynihan Station and Skylight Clarkson Sq.”

IMG chose Skylight at Moynihan Station and Skylight Clarkson Sq. after having conversations with designers, fashion journalists, show producers and partners.

Brand loyalty?

What’s in a household name fashion brand? Well, according to a study done at LIM College not a whole lot, particularly if you are a millennial.

The LIM College study, “Shopping Trends Among 18-25 Year Olds,” revealed that 45% of shoppers in that age demographic have no brand loyalty. LIM College professors Robert Conrad and Kenneth M. Kambara conducted the study.

As reported in a fashionmag.com article, when participants in the study were asked why they discarded certain fashion brands in 2013, participant’s top responses were the availability of desirable new alternatives, the brand no longer fit their identity, and a simple desire/need to change brands, and the brand was no longer unique.

When asked what good be done to retain brand loyalty, 55% of participants said that “develop[ing] innovative new products and services” would help to retain loyalty. Other qualities they looked for included improving design/style to reflect uniqueness, improving product quality, engaging in causes, philanthropy, or endeavors that reflect the student’s beliefs/values, and limiting distribution to maintain the brand’s exclusivity.

The three graces

The May issue of Glamour magazine will feature First Lady Michelle Obama, Sarah Jessica Parker, and Kerry Washington. Patrick Demarchelier photographed this powerful trifecta of politics, fashion, and entertainment at the White House.

All three women spoke passionately with Glamour editor-in-chief Cindi Leive about military families. Michelle Obama was styled in the spring fashion of Oscar de la Renta while Kerry Washington and Sarah Jessica Parker won fashions from Narciso Rodriguez’s spring 2015 collection.

Varvatos closes the show

John Varvatos has confirmed that he is moving his men’s fashion show for spring 2016 from Milan to New York City.  And he will be closing fashion show for New York Fashion Week: Men.

The inaugural season of New York Fashion Week: Men will take place on July 13–16. John Varvatos has shown in New York City in seven years. “From the time I started my brand in 2000, the timing between NYFW and the menswear calendar was never truly aligned,” said Varvatos in a statement in fashionweekdaily.com. “Last month, we opened a store in my hometown of Detroit and we received such an overwhelmingly positive response that it made me want to bring the fashion show back to New York.  I am very excited about coming home to help launch the first ever NYC menswear week!”

Other confirmed brands are Calvin Klein Collection, Michael Bastian, Michael Kors, Todd Snyder, Public School, Billy Reid, Rag & Bone, and Cadillac’s NYFW Men’s Day.

—William S. Gooch