The fashion industry has come a long way in digital innovation when it comes to New York Fashion Week. We watched as the livestreaming of runway shows turned an exclusive industry into a democratized one, giving outsiders a peek into the ready-to-wear world of high fashion. Now, as New York Fashion Week gets more integrated, both technologically and socially, there is no longer just a desire to connect industry players and loyal clients to the information they so longingly desire at the tips of their freshly manicured fingers. Instead, it has become a necessity. This demand of connectedness requires brands find new ways to serve not only the industry, but their consumer as well. There are a few players that have made a splash in the market and are changing the way we can digitally experience new collections from sought-after designers of the season.
Launching a New Fashion Brand: What Comes First, Online or Offline?
For so many emerging designers and new brands, the digital space is the only one in which they exist for their customers, having made the decision to forgo the traditional brick and mortar store. Many advantages exist, of course, including lower upfront costs, savings on staff and renting a retail space, and the ability to reach an audience well beyond the local consumer…just to name a few.
Merging Marketing and Sales Through Shoppable Video
Collections are often inspired by themes. Marketing campaigns aim to attach consumers to that theme, hoping that it inspires people on an emotional level. And while brands in our industry do pursue artistic brand expression, we often see campaign videos that don’t showcase any product. Similarly, it is often the most creative silhouettes of a new collection that are used for marketing purposes, (shows and campaign videos) while they may not be available in stores because retailers buy into more mainstream merchandise.
Fashion Brands on Google+
The initial selling points of Google+ are attractive. The draw of audience segmentation, the ability to share rich media content in a way that’s not limited to 140 characters and the option to decide who of your following you want to share content with is considerable. However, despite the positive qualities of Google+, there has been a fair amount of hesitation (and critique) of the platform’s capacity to reach critical mass.
Why Integrating Social Functionality To Your Site is a Powerful Play
Throughout recent years we have seen the internet develop at a rapid pace. Online technology evolved, allowing brands the capacity to do more than ever before. Social network platforms have grown into today’s digital superheroes, as we’ve prioritized community and the quest for connecting the brand with as many users as possible. We have done this largely by allocating budgets to ‘social’ initiatives and leveraging Facebook, Twitter, Instagr.am and other social platforms for our brand.
