A Qualitative Inquiry Into Preference of Bahraini Fashion Designers Towards Fashion Shows Versus Digital Fashion Shows, and Factors Influencing Their Choice

Abstract

As the areas of fashion marketing are transforming, fashion show research needs to be recognised, to understand its prevalence, changing form and influence on the consumer behaviour. The paper studied the promotion strategies for the brand and products of fashion designers in Bahrain, in particular the fashion shows, its digital versions, and the factors influencing their choice. The study was conducted using the qualitative method and the detailed semi-structured qualitative interview method was employed and sample of designers and a prominent modeling agency were selected by purposive sampling technique. In-depth interviews with designers were structured to understand the fashion industry, participation in fashion shows and preference of mode of fashion show. Interviews were conducted with the modeling agency, to understand the prevalence of fashion shows, and the execution and demand of organising fashion shows. The data gathered were supported by the relevant secondary data and document analysis and presented. In the study both the forms of the fashion show viz., live and digital are discussed and compared. The digital fashion show and similar forms as short films, videos, on social media seem to be more promising, with minimum requirement of set design, wider reach, economic, ease of execution. The research suggests that physical and digital fashion shows have their advantages and disadvantages, with the choice ultimately based on the brand's goals and resources. As technology advances and the fashion industry changes, digital fashion shows are likely to play an increasingly important role in the future.

Citation

Goyal, N. (2024), "A Qualitative Inquiry Into Preference of Bahraini Fashion Designers Towards Fashion Shows Versus Digital Fashion Shows, and Factors Influencing Their Choice", Singh, N., Kansra, P. and Gupta, S.L. (Ed.) Navigating the Digital Landscape, Emerald Publishing Limited, Leeds, pp. 107-118. https://doi.org/10.1108/978-1-83549-272-720241006