Johnny Goes West, or Not

It use to be that one traveled to the fashion Mecca’s of the world (Milan, Paris, New York, London) but now with the wings of transportation, commercialization and globalization have become a widespread reality and fashion travels to its new markets.

Granted there is still a purpose to travel for the sake of fashion (purchases). Certain locations get certain items first, and there is even highly coveted "exclusive" pieces that can only be purchased in particular parts of the world. But convenience or rather accessibility is the new mantra.

Perfect example: When I was in Miami I went to Tiffany's at Bal Harbour and they did not have the new Frank Gehry Collection (yet), the sales associate informed me that I could find what I was looking for in New York City and expect to see in their location by the Summer of 2006.

Major fashion houses are not just seeking out their piece of real estate on fashion strips around the world, they are also catering to consumers in a new way: they are traveling to them with an entourage. New wealth and talent in cities such as São Paolo, Sydney, Buenos Aires, Mumbai, Hong Kong, Tokyo and others have been attracting attention and have started playing hosts to fashion weeks and catwalks.

So now fashion travels to its customers as well, but it travels because it knows that people will spend; there are markets to be conquered.

Is this just another form of manifest destiny?