For many designer and upscale labels, trunk shows are not only viable. ..they're crucial to business. They actually develop a customer for a label.  They can help build a mystique and through it additional business and give both the store and manufacturer a chance to learn what the consumer wants in the market so the product can be tailored or refined to fit. Plus, they're a wonderful way to cement a vendor/store relationship.

In many cases, and especially with European designers, a trunk show allows the sales associates to preview the collection before it comes into the store.

Actually, way-in-advance planning is essential to the success of a trunk show.