Part D: How Christian Siriano Promotes His Merchandise

One of the ways Christian Siriano promotes his fashion designs is through committing to diversity in his products, as can be noted in the New York Fashion Week show he recently attended (Murray, 2017). It could be noted how he used models of all sizes and shapes down the runway. He showed off looks his customers could not wear, including curve-hugging velvet skirts and dresses as well as wide-legged trousers and sheer tops in metallic prints. The designer also takes the chance to exhibit his works to many famous figures (Murray, 2017). For example, this is the promotion strategy he used in the recent New York Fashion Week show on February 11, 2020, at Plaza Hotel in New York City, which opened with Alek Wek, a supermodel, in a burnt orange coat lined with fur.

Siriano also took advantage of the recent Corona pandemic by enabling his studio to make fabric washable mask covers specifically. Although the designer understands masks for the epidemic are not fashion accessories, he has managed to use the avenue to promote his brand (Petrarca & Spellings, 2020). The masks do necessarily have Christian Siriano labels placed on them, but the fact that his customers know he is producing masks and them buying them also leads to a promotion of his other products. The covers are white and easy to bleach and wash, and he has sold close to a thousand so far. In the current time of a global crisis, Siriano’s efforts are encouraging, and this has further led to the promotion of his merchandise (Petrarca & Spellings, 2020). It is time everyone is trying to figure out what to do and what Siriano has offered is highly helpful. He is selling his merchandise together with the masks in his The Curate Store in New York City.

Referenced

Murray, R. (2017, February 13). Christian Siriano shares a message at fashion week: ‘People are people.’ Retrieved May 2, 2020, from https://www.today.com/series/love-your-body/christian-siriano-s-fashion-week-show-has-slogan-people-are-t108128

Petrarca, E., & Spellings, S. (2020, March 23). Fashion Designers Are Pivoting to Face Masks. Retrieved May 2, 2020, from https://www.thecut.com/2020/03/coronavirus-masks-american-fashion-designers.html