It's really when the brands decide to really make a big PR push. Some showrooms, like The News, are highly influential, and if they take you as a client doing both selling and PR, you are nearly bound to get into a lot of doors. White Mountaineering was with them. Common Projects has always been in their stable. They had WWM, and I think that they got it back. They had Tim Coppens. They had Band of Outsiders in its heyday, and so on. Forums and blogs and other specialty social media have a lot of amplifying effect as well, but it often starts with a top flight showroom.
Thanks for this. I didn't really realize the influence of a big showroom like that or that social media actually has as much power as you say.
How far can this actually get you though? If anything, it seems to me that these brands will be dropped shortly from a lot of the stores. Frances May online had two pieces online this season and they're still there, and I think Context has been reduced to only socks (White Mountaineering). I pretty much keep up with most of the stock in NA stores and it's crazy how much of it reaches 50-60% off...
I think I'm just ranting on and on about Japanese pricing. Schneider had some similar problems with "grail" pieces when he was first blowing up around here; people loved and hyped up a few great things and then a few stores that picked him up early on couldn't sell a lot of the stock and ended up dropping him (Tres Bien seemed to be the most notable). There just seems to be an amazing gap in price between Japanese brands that I'm interested and Euro/American brands like Ute, Siki, Schneider, Ervell, etc. An amazing coat from Schneider might cost 1k, but 1k might get you a cottton jacket from NN or WM.