RESORT 2019 – What is Resort and Why?

Chanel Resort 2019 (Photo Courtesy of Accessories Magazine)

Chanel Resort 2019 (Photo Courtesy of Accessories Magazine)

Over the past several years, the fashion industry calendar has twisted into something beyond recognition. In today’s era of rampant consumption, social media and the internet, designers and brands can no longer rely on two show-seasons a year (Spring/Summer and Fall/Winter collections) to stay relevant. This has placed a tremendous burden on designers who have become increasingly stressed with the workload. Burn out and, in some cases, death (think Alexander McQueen and L’Wren Scott) can play a role.

Earlier this year, designer Alexander Wang announced that would not be showing his main Spring 2019 collection during Fashion Week (in  September) and instead, is choosing to show that collection during pre-collection season. Maybe Mr. Wang is on to something?

Ten plus years ago, Resort and Pre-fall collections were only shown to buyers and were basically a brand’s best-selling items, used as store fillers between seasons. Once brands decided to open the season to the press (WWD and Style.com were the first publications to fully cover pre-collections) the flood gates were opened!  Today, Resort shows start in early May and continue through the second week of June. Some designers and retailers think that the resort season has become almost as important as the Spring & Winter collection seasons.

Valentino (Photo courtesy of Vogue.com)

Valentino (Photo courtesy of Vogue.com)

For Resort 2019, designers have made it a lot easier for the press, celebrities and buyers by choosing to show in fashion capitals. Chanel, Christian Dior, Louis Vuitton and Gucci decided to show in France, while Valentino and Prada chose New York.

Gucci (Photo courtesy of Vogue.com)

Gucci (Photo courtesy of Vogue.com)

 

LET’S LOOK AT THE HISTORY OF RESORT SEASON

While many fashion lovers enjoy the visual stimulation of Resort shows, many are in the dark about what this fashion season truly means and why it exists. So, here’s a brief history:

A Cruise or Resort collection (also referred to as a Holiday or Travel collection) is an inter-season or pre-season line of ready-to-wear clothing produced by a brand, in addition to their recurrent twice-yearly seasonal collections – Spring/Summer and Autumn/Winter, shown during major fashion weeks in New York, London, Paris and Milan.

Cruise collections were originally targeted to wealthy customers or  seasoned jet-setters, cruising or vacationing in the warm Mediterranean sun during the winter months. Cruise collections usually consist of light spring or summer clothing, when weather at the points of sale actually calls for winter apparel. However, today, Resort/Cruise collections are targeted to consumers who have finished buying their fall wardrobes (ideally) and are looking ahead for something new. Resort collections range from warm weather looks, such as pretty sundresses and swimsuits, to winter looks, like fur coats and cozy sweaters (perfect for that Aspen getaway).

In the past, only high end houses like Chanel, Christian Dior, Gucci, Prada, Ralph Lauren and Marc Jacobs produced resort collections. But thanks to consumers who are always looking for something new, now almost every brand creates a resort delivery (November delivery), from Michelle Smith for her label Milly to Tory Burch.

Tory Burch (Photo courtesy of Vogue.com)

Tory Burch (Photo courtesy of Vogue.com)

Resort is also an opportunity to satisfy the generation of consumers who travel all the time. It also answers the climate change dilemma where these days, in many parts of the world, there is little to no winter. Additionally, thanks to online shopping, brands at every price-point have global customers. Some of the biggest spenders are in the ever-important Asian, Arab, and Russian markets. For major brands, the resort delivery is a commercial necessity.

Resort collections are available for consumer purchase in November and perfect timing for Holiday shopping. While Resort is an extra opportunity for brands to make money, it has become an incredibly important season for those brick & mortar retailers who are struggling with how to lure customers back to shopping in stores. Unlike Spring/Summer and Fall/Winter collections, Resort remains on the sales floor the longest (Spring merchandise arrives February) before hitting the sale rack, which makes it the most profitable season for most brands. Not  a lot of mark downs.

So, let’s take a look at some Resort collections from the start of this season:

Gucci (Photo courtesy of Vogue.com)

Gucci (Photo courtesy of Vogue.com)

Roberto Cavalli (Photo courtesy of Vogue.com)

Roberto Cavalli (Photo courtesy of Vogue.com)

Prada (Photo courtesy of Vogue.com)

Prada (Photo courtesy of Vogue.com)

Jil Sander (Photo courtesy of Vogue.com)

Jil Sander (Photo courtesy of Vogue.com)

 

Chanel (Photo courtesy of Vogue.com)

Chanel (Photo courtesy of Vogue.com)

Burberry (Photo courtesy of Vogue.com)

Burberry (Photo courtesy of Vogue.com)

Valentino (Photo courtesy of Vogue.com)

Valentino (Photo courtesy of Vogue.com)

Givenchy (Photo courtesy of Vogue.com)

Givenchy (Photo courtesy of Vogue.com)

Christian Dior (Photo courtesy of Vogue.com)

Christian Dior (Photo courtesy of Vogue.com)

Louis Vuitton (Photo courtesy of Vogue.com)

Louis Vuitton (Photo courtesy of Vogue.com)

Oscar de la Renta (Photo courtesy of Vogue.com)

Oscar de la Renta (Photo courtesy of Vogue.com)

DO YOU BELIEVE DESIGNERS ARE BURNING OUT BY CREATING FOUR COLLECTIONS A YEAR?

Sign-up for our newsletter

Join our newsletter to receive updates on future blog posts, special deals, and new lessons. Also visit the main webpage to check out all of our video lessons.

Antonia Sardone

Antonia Sardone is a new contributor to the University of Fashion. She is also a freelance fashion consultant, stylist and writer. Antonia Sardone graduated from the Fashion Institute of Technology with a degree in Advertising Communications, Marketing and Fashion Journalism. She is an industry veteran having worked for WWD for over fifteen years and has strong relationships with designers worldwide. Today, Antonia Sardone continues to write reviews for WWD as well as work with many contemporary designers on a variety of projects from helping to re-launch their websites to writing their brand books. She enjoys raising her children to be creative individuals, as well as styling, writing and traveling.