With Fashion Week 2012 coming up in February, fashion followers all over the world are getting their fashion fixes online. As always, the Internet is a powerful equalizer. You no longer need the power and influence of Anna Wintour or the celebrity of Rachel Zoe to get front row access to the Badgley Mishka or Alexander McQueen show.
So what do followers do if they want to see the most exclusive runway shows live in New York City, Paris or London? They turn to the Internet, of course.
Some designers have become more tech savvy in recent years and they now provide a way to give their customers an inside look by streaming their shows live online. By hiring someone that understands the power of digital retailing, they can now provide their customers and fans all over the world a first glimpse of upcoming collections.
Designers such as Michael Kors and Oscar de la Renta stream their runway shows live on their own websites during Fashion Week. Narciso Rodriguez, Diane Von Furstenberg and Carolina Herrera have since followed and partnered with YouTube and Maybelline NY, and some have taken it a step further to stream shows live on smartphones.
I remember watching the 2010 Oscar de la Renta show live on Oscardelarenta.com and I had the opportunity to participate in a live feed with Oscar followers all over the world. In doing this, I realized all of the great opportunities we were given when these shows went online. We were able to do things like:
- Comment on our favorite pieces live, during the show
- Share links with friends
- Create a sense of community with like-minded people all over the world
While we can expect design houses to recycle fashion trends from the ’70s and ‘80s, the use of technology in retail is evolving in a whole new way, requiring entirely new thinking. And we have only just begun — don’t tell anyone, but I heard from a birdie that we may see live fashion shows in 3-D soon.
Take that Anna Wintour and Rachel Zoe, you don’t know what you’ll be missing.