What is a showroom?
Showroom (from the English showroom - demonstration room) is a space for demonstrating samples of clothing, shoes or accessories.
Historically, this format emerged in the B2B segment of the fashion industry. These were closed venues where designers and factories showcased new collections to buyers for wholesale orders for the following season.
In the modern fashion industry, the term has expanded its meaning. Today, showrooms refer to small boutiques of local brands, custom-made studios, and conceptual spaces where items are presented in one-of-a-kind pieces.
Main types
Depending on the target audience and objectives, fashion spaces are divided into three main categories.
- Wholesale (B2B) showrooms: These are sites closed to regular shoppers. They feature samples of future collections, which department and multi-brand store representatives review before making purchases.
- PR showrooms: Specialized agencies that store brands' archives and current collections in runway sizes (usually XS-S). These items are provided to stylists, fashion editors, and celebrities for photo shoots and social events.
- Retail (B2C) showrooms: Local brand spaces or multi-brand studios for private clients. They differ from traditional stores with their intimate atmosphere, limited selection, and emphasis on personalized service.
How to use
A visit to a retail showroom often requires an appointment. This format guarantees clients one-on-one time with a stylist or designer, without the presence of other customers.
If the studio offers a desired item but not in the appropriate size (sample size), the client is offered a sample to try on and pre-order. In this case, the item is custom-made at the brand's factory.
The showroom space is ideal for creating ready-made capsule collections. Consultants help you choose a complete look, including shoes and accessories that complement each other and fit into your existing wardrobe.
