What is a trunk show?
Trunk show (from the English trunk show) is an exclusive event at which a designer or representative of a fashion house presents a new collection directly to clients, before its official release in retail stores.
To understand what a trunk show is in a historical context, we need to look at the origin of the term. It is derived from the English word trunk (travel trunk, coffer). In the early 20th century, tailors and designers used such trunks to transport samples of their products to regional boutiques or private residences for display to wealthy clients.
The format's main goal is to bypass the traditional retail chain. The brand offers customers a unique experience and the ability to order items through a system made-to-order (to order), bypassing buyers and intermediaries.
Distinctive features
Intimacy and exclusivity remain the key attributes of the format. Events are held for a select group of people by special invitation, held in luxury boutiques, flagship showrooms, or in upscale hotel rooms.
The brand's founder or chief stylist is usually present at the presentation. They personally explain the characteristics of the fabrics, sources of inspiration, and the concept of the collection, ensuring direct contact between the brand and the audience.
Clients have access to the full seasonal line. Buyers purchase only a limited portion of the collection for regular retail stores, while the trunk show showcases all the designs.
Customization is a key advantage. Customers can change the details of their future garment: choose a different fabric shade, lining material, or hardware, or request that the pattern be adjusted to their individual body measurements.
How does a trunk show work?
The event lasts from one to three days. Visits are organized by prior arrangement (system appointment-only ), so that stylists and tailors can devote maximum time to each guest.
Instead of buying ready-made things ( off-the-rack ) The client tries on display samples. After selecting a specific model, measurements are taken, a pre-order is placed, and a deposit is made.
The finished product is delivered to the customer within a few weeks or months, depending on the complexity of the sewing.
The format is most common in three industry segments. These are wedding fashion ( bridal trunk show ), classic men's tailoring ( bespoke And made-to-measure ) and high jewelry ( haute joaillerie ).
