LONDON (Reuters)-
On Saturday, when the London men's fashion week begins, the directors will show their stuff on the catwalk, but what will be absent will be some of the industry's big names who choose to skip the event, or do digital presentations instead of fashion shows.
The event will hold about 50 traditional fashion shows in three days, and the rest of the 80 designers on the bill will showcase their merchandise, including digital displays, through a variety of other events.
The transition to a new approach to connecting with buyers has cost some of the biggest fashion show names.
Punk idol Vivienne Westwood announced last month that she will avoid the fashion show and show her collection through audio
Visual presentation.
Burberry and J. W.
Anderson decided to skip last year and this year's events, in favor of "cooperation"
Women's performance during London Fashion Week February.
"All we have to do is shorten the distance between consumers and pants," said Dylan Jones, chairman of men's wear at London Fashion Week, who is also editor of the British GQ magazine.
"If a brand or designer thinks it's better for them to do a joint presentation, a off-season presentation, a digital presentation, go directly to the consumer-it doesn't matter.
It's all about expanding creativity and sales in the UK.
"In recent years, designers have placed more emphasis on their digital presence, attracting social media influencers with the same hard work they have traditionally reserved for fashion media.
Online sales are a particularly important source of revenue in the UK for over £ 14 billion ($19 billion)
The men's clothing industry grew by more than 17% between 2010 and 2015-
More than all other categories in the industry
According to researchers at IbisWorld.
Due to the lack of big names at this year's fashion show, organizers said the event will return to its original vision --
As a platform for young British talents.
"International media and retailers are coming to London for this excitement, these new businesses, those businesses that make the men's clothing world hot, you can only get them in London, caroline Rush, chief executive of the British Fashion Association, said.
Jones also expressed the same view that changes in the industry are an exciting source.
"Every season is changing, developing and changing.
This is the great thing about fashion-it's been changing all the time.