Fashion Week used to be reserved for the elite “it” people, only to be read about long after in the pages of Vogue. Not anymore. Thanks to brands experimenting with technology, we have more opportunities than ever before to experience the runway shows and collections real time without actually being present. With cities around the world participating in Fashion Week this month, people are learning the perks of participating digitally – they can watch fashion shows all day in their pajamas and focus on connecting with friends and other influencers without spending big money on air fare, hotels and the clothes required to stand out at the events. Beyond following fashionistas on Twitter or Instagram, here are some great ways to participate in Fashion Week:
1. Live streams of runway shows. Over at liverunway.com, fashion enthusiasts from all over the world have been enjoying NYFW live. Once Fashion Week wraps up in New York, you can catch shows from London, Milan and Paris Fashion Weeks. Try taking in a show during your lunch break to feel like Chloe Sevigny for an hour.
2. Go mobile with Fashion Week apps. So you’re already streaming runway shows throughout the day, but what about your morning commute? The Style.com app goes into full force during Fashion Week, with coverage of runway shows, backstage updates, and a look into the hottest industry parties.
3. Topshop, Google+ Integration. Topshop and Google+ are pairing up once again to offer seamless social viewing integration for their runway show on February 17. See this great recap video about their first foray into partnership. They’re promising a more robust digital experience with features that allow viewers to connect with models and style their own looks with the company’s products.
These kinds of digital tactics give fashion brands a bigger return on investment than participating in the shows alone because they reach more people and create rich digital artifacts that are seen and talked about long after the show. Any brand should ask themselves how they can take their events digital and get more value from them. It’s something we help our clients do all the time. Read about how we took a holiday campaign at Water Tower Place in Chicago for The Museum of Science and Industry digital as well as a mobile tour for Wahl Trimmers.