A Study on the Impact of Fashion Shows on Consumer Behavior-The Case of Chanel

Abstract

Fashion shows serve as a multi-functional platform that not only showcases garments but also promotes branding, marketing, and business growth. The context of the fashion show is rich and diverse, and its origins and evolution are closely linked to social changes, technological advances, and cultural needs. It is from private to public, from single to diversified. It reflects the change in social perception of fashion and the important influence of the fashion industry on the economy and culture. Under the background of the big era of high economic speed, consumption transformation, and upgrading, consumers from basic product consumption to more focus on branding as well as high product consumption. Holding fashion shows is an indispensable way for many luxury jewelry brands to build their brand concept and image. Therefore, it is of great significance to study the impact of fashion shows on consumers. In this paper, choose a single-case exploratory study on the representative Chanel fashion show as an example to conduct an in-depth study. Through the previous literature, fashion shows, and theories related to consumer behavior, it is concluded that fashion shows have an important impact on consumer behavior in a variety of ways. Therefore, building a well-functioning fashion show is very important for brands.