Word: resorters
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Back in the late 60s and early 1970s, fashion designers created warm-weather clothes for affluent women who were heading south to the tropics, where they would wait out winter's chill in more temperate climes. They called it resort or cruise wear, and the tags stuck even when many of those women started staying home and going to work...
...Today resort, that élitist-sounding fashion niche, has exploded into a full-blown category complete with runway shows, designer appearances and lots and lots of very salable merchandise. Originally conceived of as clothes to wear on a vacation--casual separates, swimwear, maybe a few simple cocktail dresses--these days resort includes evening gowns for the red carpet, accessories and suiting in lightweight fabrics like cool wool or cotton, something that could be worn to the office in mid-fall or early spring. As a business, it has become as important to big-name designers as the more high-profile...
...Resort collections also provide an opportunity for press attention at a time when the market is quiet. In May, both Dior and Chanel invested in full-scale runway shows in New York City and Los Angeles, respectively. Chanel's elaborate presentation at a private hangar at the Santa Monica airport included a host of camera-friendly celebrities like a pre--Memorial Day rehab Lindsay Lohan, Victoria Beckham and Demi Moore, plus two Challenger 601 jets that carried the models right onto the "runway...
...Resort wear is typically high-priced, and according to designer Michael Kors, the resort season represents the biggest sales opportunity for his signature line. In response to the demand for these clothes, Kors will, for the first time in 26 years, schedule trunk shows this fall to presell the collection to clients in his own stores. "The idea that people are only buying these clothes to go to the Caribbean or on a weekend in Palm Beach is a complete misnomer," says Robert Burke, a luxury fashion consultant at Robert Burke Associates. "For retailers, it's about having fresh product...
...dress or a printed Gucci skirt--are also in demand in new and expanding luxury markets, such as Dubai, India and parts of China. They're perfectly in keeping with another trend: global warming and the desire for lighter clothes. "From the Sun Belt to the global-warming issue, [resort wear] has evolved to reach a very broad audience," says Gucci CEO Mark Lee. "If you look at the items offered in the collection, there is a complete spectrum, from summer-weight suits to leather pieces...