When Fashion Is the Message: Marketing an Image

Deutsche Welle

In the glamorous world of haute couture, marketing means fanfare, glitter, and VIPs. This program surveys the fashion industry's high-profile approach to image-marketing at the influential Dallas Fashion Awards; a Gucci store opening party in Milan; the elite ESCADA showroom in Dusseldorf; and a photo shoot in Berlin with renowned photographer Albert Watson. Branding, the use of supermodels to boost international appeal, and the drawing power of celebrity endorsements and sponsorships are also addressed. A Deutsche Welle Production. (26 minutes)

The Fashion Fair: Buyers and Sellers under One Roof

Deutsche Welle

CPD is one of the leading fashion fairs worldwide, and Manfred Kronen is its owner. To him, fashion equals emotion, so he never fails to market them together at his huge exhibition hall in Dusseldorf. This program features Kronen and the CPD staff in action, tracking them from final arrangements through the events of opening day, including a Toni Gard fashion show and a photo shoot for German Vogue. In addition, the program travels to Shanghai, where trendy undergarments and outerwear are the order of the day as Kronen builds bridges of understanding and commerce to emerging Asian markets. A Deutsche Welle Production. (26 minutes)

The Trend: Where Fashion Begins

Deutsche Welle

From Paris to London, Monte Carlo to Milan, and Munich to LA, taste-makers Li Edelkoort, Gucci's Tom Ford, and Werner Baldessarini, of Hugo Boss, seek to identify the spirit of the age wherever they can find it-and then translate it into the next big trend in fashions. In this program, Edelkoort, Ford, Baldessarini, and others unravel the intricacies of clothing-oriented trend-spotting. In addition, parallel examples of trend-spotting are drawn from BMW subsidiary Designworks/USA, since the automotive industry is as driven by taste as the clothing industry is. A Deutsche Welle Production. (26 minutes)

The Craftsmanship of Fashion: The Italian Touch

Deutsche Welle

In Italy, the finest cloth in Europe is woven and hand-assembled to the exacting specifications of prestigious fashion houses—and it comes at a very steep price. This program visits an exclusive fabric fair, the wool looms of Zegna, the silk printing presses of T.J.S.S., a clothing assembly plant, and a fashion trade show to demonstrate how Italy’s best craftspeople turn thread into cloth and cloth into some of the most luxurious clothing in the world. ESCADA’s Brian Rennie, Paolo Zegna, and Werner Baldessarini, of Hugo Boss, are featured. A Deutsche Welle Production. (26 minutes)