ShowroomlO is the first exclusive Greek designer's showroom. It represents established and upcoming Greek designers in Greece and Cyprus. The mission and main task is to successfully place the designer's collections in the Greek, European and worldwide market. The purpose of the showroom is to put a collection in front of the appropriate buyer accelerate its revenue growth and create brand awareness. The search for new collections is one of the most important tasks and challenge of a showroom's business. Market research, travels and fashion trade shows are some ways to stand before an interested brand. Each collection must first be selected in terms of authenticity, clear brand DNA as we call it in fashion. Secondly, must be competitive in terms of materials, designs and prices. But, are all the above enough for the global fashion market? This paper describes a case study (Showroom 10), showing a general overview about the most important phases of "designer's road" in Greece.
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