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Agenda-setting intelligence, analysis and advice for the global fashion community.

Fashion’s Hottest New Sales Strategy Is One of Its Oldest

As wholesale challenges continue and marketing costs tick up, trunk shows have emerged as an increasingly popular way to fuel sales — that is, for the brands that know how to get in front of the right people.
A rack at New York-based Lein Studio's recent trunk show with Dallas bootmaker Miron Crosby.
A rack at New York-based Lein Studio's recent trunk show with Dallas boot brand Miron Crosby. (Courtesy)

Right now at a country club in Winnetka, a ritzy village on Chicago’s North Shore, members are buzzing about two things: Mahjong and Marfa Stance coats.

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Further Reading

Tired of the Hamptons? Fashion Isn’t

The lines are long, the prices astronomical and the influencer presence inescapable — but the Hamptons remain a key stage for brands chasing wealthy customers.

About the author
Joan Kennedy
Joan Kennedy

Joan Kennedy is Correspondent at The Business of Fashion. She is based in New York and covers beauty and marketing.

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