Does Haute Couture only serve to dress actresses?

Last January, the Haute Couture runway took place in Paris . More than twenty brands such as Chanel, Dior, Valentino ... presented in their shows new proposals for S / S season 20. This biannual presentation represents a large budgetary investment for brands, an investment that is increasingly difficult to recover. For this reason, in recent years many fashion houses have stopped participating in this show. More than profits, the Haute Couture show is a showcase that allows luxury firms to have a media presence and sell their products from other lines such as accessories, make up or ready to wear.

As a showcase, it´s not uncommon to think that these shows coincide with the season of film, music and series awards such as Bafta, Goyas, Golden Globes, Latin Grammys ... Therefore, reflecting on this, the question of the title of this post.

We´re used to seeing many actresses in the front rows of the runway, it´s not surprising. Brands are interested in having "friendship" with the actresses so that, at the moment in which they pass through the red carpet and all the lights point towards them, a dress of their brand has been choosen to be show.

On February 10, with the delivery of the Oscars, the awards season ends and the Haute Couture brands will be able to evaluate how many friendships they have achieved and how these friendships have affected sales for the brand. Thus, celebrities and their stylists, have become a business that, for most haute couture houses, have a consistent budget. There is in the communication departments of these brands a group assigned to contact celebs, agents and stylists, to invite them, pamper them, send them gifts ... because there is no better strategy than to have your own star squad (advertising contract through) for the brand to be in the spotlight.

Invite these stars to see the collections and visit their workshops so they can choose beforehand what dress to wear. It should be noted that these relationships between fashion and celebrities are not limited to wearing a dress to appear in a parade. To cultivate a good “friendship” it is necessary to invite these stars to another series of important events for brands, such as store openings, new product presentations… So that they are the first to bring them to the public.

Therefore, the "red carpet effect" as an image is excellent. There is nothing better for sales than getting a celeb, if it can be media, look like a suit from a famous house. This will not mean that the day after it appears in the media, the clientele goes to the boutique to buy the same dress, a fact that is not feasible, but sales will be noticed in other products such as glasses, bags or make-up. All potential consumers want to resemble their admired celebs.

A clear example is what happened in 2001 with JLo. For the carpet of the Oscars of that same year, he wore a Chanel of Haute Couture. A few days later, the firm Chanel managed to sell numerous pairs of glasses with the letter "C" in Strass on the pin. Most of these sales were made by fans of the star.

As we have analyzed in this post, Haute Couture and red carpet go hand in hand in this media positioning business. How many dresses of this latest edition of Haute Couture will see next 10 on the Oscar red carpet? Place your bets! If you liked this post, you can leave your comment. I read them.

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