We could talk about runway trends until we are blue in the face but in the Business of Fashion a designer’s collection isn’t considered a saleable success until it is picked up and placed on the retail sales floor. That is where Macy’s comes in. Taking the looks they see in February for Fashion Week buyers and stylists work for months to hand their top consumers the major kick-off to Fall Fashion entitled Glamorama. This year’s theme is all about Fashion Fusion. Nolcha received the pre-show exclusive, on what was bought, what will be styled and what in turn will be the hottest consumer trends for Fall 2009. Nolcha’s Lynn Furge spoke with Andrea Schwartz, Director of Media Relations and Cause Marketing - Macy's North & Midwest Regions and Laura Schara, Macy's Fashion Office Manager & Trend Correspondent.
Lynn Furge: This years Glamorama benefits the local chapters of Ronald McDonald House. Why the change from the Art Institute?
Andrea Schwartz: We’ve enjoyed a 10 year run with the Art Institute and have really, really, really enjoyed working with them. We decided after 10 years of supporting an Art organization we decided to support a Health Organization. Macy’s wanted to support a cause to benefit families. We are excited to be a part of building the world’s largest Ronald McDonald house. It will be just east of Michigan Ave as the Children’s Hospital will be built and moved. It will have more than 80 rooms. The building will be in operation in 2012. Fifty dollars puts a family up overnight and also covers the meals. The base ticket for the event is $175 so attendees are helping a family for three nights.
Lynn Furge: What does Macy’s hope to achieve with this event?
AS: To showcase us as a fashion leader in Chicago. At the same time to showcase the brands of our 28shop department. This really is our kick-off for fall fashion. There aren’t many other retailers in this area that do the same type of kick-off event that turns around and gives the proceeds back to a worth-while cause.
LF: Macy’s has always been known for bringing something new to their consumer aside from just an evening event, what else is Macy’s doing to turn the stores into Glamorama-mania?
AS: You’ll see along State Street all of the windows are all about Glamorama and the great fashions suggestions of what a consumer/attendee should wear to the event. There are of course advertisements in the areas publications. Floors have displays that have the Glam vision as well, the first round of fall has hit the floors, and there is a big fusion of plaids mixed with brights and a juxtaposition that works summer into fall which you will also see on the runway.
LF: Why is it so important for Macy’s to throw an event on this large of a scale, when consumers can just go on-line and see the collections from each individual designer? How does it speak to consumers regionally?
AS: We are part of the Chicago community so in addition to showcasing the fashion, we are proud to support a local charity. Also we like to create a shopping experience. We are really excited to turn our 7th floor into a nightclub for the night and the next morning make it look like nothing happened. It is a fully done in house event. We let everyone’s imagination go wild. We know what our consumer wants and loves and we want to make this experience special for them as well.
LF: Please tell me a little bit more about the theme for this years show and what do you consider when pulling the clothing to echo the theme?
Laura Schara: Fusion of Fashion Art and Life. We are celebrating how everyone is living their life today. Techno meets Retro. They may have a designer dress on but wear a no name accessory. In terms of music, artists collaboration, mash-ups and the Grammy’s where everyone performed with each other in different genres. What you will see for Fall? Mixing and matching, polka dots with stripes but keep colors in same family. Use your body as your canvas, and you will be right to trend.
LF: In terms of stock. Since you are showing fall right as the Fall Season launches, do you feel the stores stock more of the pieces in the show, or one of each, etc, what is the buying plan behind this event?
LS: I work with the buyers really closely in picking our requests from the buying samples. We meet with the vendor rep. They have our buy. We make sure that all of those looks are given to us so what you see on the runway is in the stores. There will be some over the top, inspirational items that are what is hot for fall season. In terms of other departments Just Cavalli this year has the whole 80’s rocker going on this fall you will see the same trend trickle down. Designer fashion has the tendancy to hit you over the head with them, but then other more ready-to-wear departments pick up the trend idea Pinks berry tones, all the way up to hot pink will be on the runway and also in store. Lots of leather, studs zippers, the whole 80’s broad shoulders.
LF: Do you create the windows as well? If so Within the different departments how do you style the displays windows to compliment the theme? If not, what do you do to liaise with the window dressers etc. Sketches, moodboards?
LS: The visual team creates the windows I send them the list of who is being featured, all of the visual collateral for the show and then they take creative control to turn out the amazing visuals in the windows
LF: Knowing that this takes over a year and a half to plan how do you approach this differently than the trunk shows at the store?
LS: For Glamorama I start planning in February of NYC Fashion week each year. There is a formula to how we select which designers we are putting in the show. We like to turn out an emotional rollercoaster where we have high energy elements to the show as well as classic more moving call runs to the catwalk. In terms of the designers we like to mix up the line-up year after year so we are bringing Jean Paul Gaultier and Sonia Rykiel back this year (they have not been showcased in a while and then feature some designers that are totally new to Glamorama and Macy’s. This year it will be Philosophy di Alberta Ferretti
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