Over the weekend, Chanel showed its Cruise 2023 collection — which first walked the runway in May — again on Miami Beach, right before the clothes land in stores.
The crowd gathered in Miami gives away a bit of the strategy behind these shows, which is that they're mainly a play to court and engage a brand's most loyal customers, right as new product is about to be available for purchase.
From a marketing POV, these re-stagings also create a new opportunity to talk about a collection months after it made its first impression, with new interest points and a new context that demonstrates the versatility of the product, or at least all the different ways it can exist in their wardrobes.
Chanel President of Fashion Bruno Pavlovsky with Tyler Brûlé onstage at a "master class" hosted by the brand the day after the Replica show.
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