Consumer Centric: Fashion Trade Show Rooms branches out
Posted in: Fashion, LIFESTYLE / FASHION, MARKETING IDEAS, Today's ChiliWe said previously that the organizers of Tokyo fashion trade show Rooms have a number of antennas out, and they definitely are picking up a few different trend waves. Here is another example: Rooms Link Shibuya Triangle.
For the duration of the three-day invitation-only event, Rooms is holding collaboration events for the general public at two well-known retail spaces, Omotesando Hills and Parco department store in Shibuya. This is the first time that the trade show has directly appealed to consumers, following a general trend towards giving the (purchasing) public a taste of traditionally closed industry-only events.
At Omotesando Hills the collaboration took the form of wall panels from artist Ryoono (who is also exhibiting at Rooms) as well as an exhibit with items from the exhibition.
Meanwhile Parco, under the theme “Pair Look,” has a number of special edition branded “his and hers” products on display in the 6th floor Parco Factory.
There is also a neat display at the entrance of photos of couples from years past (taken as actually street shots for Parco’s culture magazine Across). Each of the life-sized portraits has a mirror for a face allowing shoppers to imagine what they may have looked like in, say, 1984.
Trend Potential
Rooms Link Shibuya Triangle represents a real shift in the fashion industry’s attitude towards guarding its exclusivity and giving in to consumer demand. The Trendpool explores other consumer-centric industry trends from fashion to crowdsourced FMCG.
