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Luxury brands are spending up to €10 million on runway spectacles during a slowdown
Fashion’s biggest houses are spending more on attention just as many customers are spending less on luxury goods.
Major luxury groups are investing heavily in Milan and Paris fashion shows even as the sector deals with weaker demand, inflation and geopolitical uncertainty.
Reuters reported that major runway productions can cost as much as €10 million.
Why it matters
The economics are counterintuitive: when demand weakens, luxury brands often need to spend more—not less—to reinforce exclusivity, cultural relevance and pricing power.
The strategy depends on turning one physical event into months of imagery, press coverage and social content.
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