Cutting the cost of Fashion Week

Putting on a show at New York Fashion Week can cost a designer between $200,000 and a million dollars, according to IMG, the company that puts together the 8 day luxury extravaganza.

That's why US designer Marc Bouwer has decided to showcase his clothes online.

(SOUNDBITE) (English) MARC BOUWER, DESIGNER, SAYING:

"Well with the really shaky economic climate it makes sense to do this virtual show because it's half the price."

There was no audience for his models because Bouwer will post this taped runway show on the internet, after New York's fashion week begins. He did the same last season and told reporters that it didn't hurt his relationship with fashion editors or buyers.

New York fashion week comes at a time when some European luxury designers are proving resilient. Despite economic woes, Hermes and Gucci reported stronger than expected earnings on Friday.

But in the US, shoppers aren't buy clothes like they did last year.

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In 2007, U.S. consumers spent a record $370.5 billion on footwear and apparel last year, or an average of $1,228 for every U.S. resident, according to the American Apparel & Footwear Association.

That was 4.6% higher than 2006.

This year apparel sales are only up about 1% so far.

Designers looking to salvage their profit margin are cutting costs where they can, while still staying relevant to fashionistas.

(SOUNDBITE) (English) MARC BOUWER, DESIGNER, SAYING:

"We can contain it here and we can put it out to a wide audience, virtually stream it for millions of people worldwide to sit front row and see the show. That's what you want to do, you want to get your brand across and with technology why not do this? This is a whole new way of showing."

Bouwer is hardly the only one looking for new ways of showing- for example, last month Chanel launched an iPhone application with footage of its Autumn/Winter couture designs.

Manoush Zomorodi, Reuters, New York