Fashion Weeks and Customer Experiences in Emerging Markets

Fashion weeks have long been the preferred platform for designers and labels to showcase their interpretations of seasonal trends and styles. In this chapter, the presence and development of fashion houses and fashion week organisations that originate in emerging markets and the schemes they implement to foster growth within their respective domestic economies and externally, beyond their home borders, will be explored. The chapter also considers developments and alternative steps that fashion week organisations and individual labels can consider, and will suggest recommendations on a micro- and macroeconomic level in emerging markets that will lead to sustained growth, an increased presence and a greater awareness of fashion week shows that display the creative abilities and skill sets of design houses based within their respective emerging markets. A significant factor of this research is the global COVID-19 pandemic, which has caused definite effects on the presentation and experiences attributed to fashion weeks. The consequences of the pandemic are evident and have been described by interactions between the chapter author and various fashion week organisers. In addition, alternatives to traditional face-to-face shows and experiences, such as utilising digital platforms and outdoor venues as presentation methods for designer collections, will be explored in this chapter.