It used to be that you had to be in New York to enjoy its signature fashion week events. But those days are long gone.
As this year’s New York Fashion Week kicked off, nearly every major player streamed their runway show, tweeting and Facebooking along the way. And let’s not forget the digital apps designed to showcase their collections.
Women’s Wear Daily published an article about the event’s new tech including “shoppable runways,” digital fashion shows and social media platforms that help find rides for swamped buyers, editors and bloggers. Just like on the runway, everyone is trying to one-up everyone else.
“The fashion circus to ensue this week has become one targeted towards the consumer,” WWD reported. “Allowing them to shop the runway simultaneous to viewing a live-stream or directly after is just the next logical step.”
For retailers, this is great news.
Thanks to the interactive nature of social media, they’ll be able to gain invaluable feedback and data from their customers. Retailers will now have invaluable information to help with SKU rationalization. They’ll be able to see how the collection is being received by customers and can ship items to stores accordingly. They can see how the collection is doing by demographic and geographic location and plan what pieces to send where.
Source: Women’s Wear Daily, February 2012