Voguette Taking Trunk Shoes Online
Yet another beloved fashion editor-approved pastime is being taken online by a Vogueette. Gilt Groupe may have brought the sample sale–once a NYC-centric practice solely accessible to insiders–to the masses. But, if Vogue‘s Lauren Santo Domingo has her way, the trunk show, likewise a designer practice intended for fashion editors and prized clientele, will be next. Santo Domingo is calling her endeavor Trunk Show Inc. and it has already “raised $1.15 million in venture capital from New Atlantic Ventures,” says Fashionologie, which adds that the project is “still in stealth mode” and that not a lot of specifics about the company or its digital execution are known. As for what is certain…
“The idea is to stream video of fashion shows, after which customers and store buyers could both order from the collection they just saw — direct from the manufacturer. This would effectively cut out the lag time between when the pieces are shown on the catwalk and when they hit store racks.” This would by no means be the first time designers started selling products immediately after their debut on the runway. Roland Mouret, Christopher Kane, and Burberry have all done so in the past. And, with the seasonal model and its many deliveries becoming increasingly problematic as seasonal dressing becomes less and less common, the delay between runway shows and clothes hitting retailers is all the less sensible.
These sales would include multiple designers offering up their wares early at once, with “a 10 to 30 percent discount, given that most designers offer a small discount at their trunk shows,” says Fashionista. Given the similarities to Gilt Groupe, its little surprise that Santo Domingo’s co-founder, Aslaug Magnusdottir, is a former VP at the flash sale site. But, give Santo Domingo’s pedigree, it’s likely that The Trunk Show Inc. could draw designers from luxury markets, one niche Gilt Groupe hasn’t had the easiest time infiltrating. As for a launch date: expect to see more from the Trunk Show Inc. in 2011.