This week we’re breaking up the potential for global fashion weeks to become distribution channels.

As brands try to recover from 2020 and the hype surrounding the fashion weeks sparkling waterDesigners who still choose a show or presentation are rethinking its purpose: instead of offering a marketing opportunity, it’s time to start increasing sales.

See-Now, Buy-Now 2.0 at NYFW
New York Fashion Week officially begins on Sunday, according to IMG and also according to the CFDA’s schedule. if it had a schedule. Like last season when physical shows are mostly not possible, the event is offering anyone and everyone an all-access pass to the event through Runway360.cfda.com and social media channels. This season there will also be a greater number of opportunities for designers to sell styles from their new collections right away. As a result, the event is expected to be a bigger money maker compared to previous seasons, which could easily affect the way designers approach future shows. But can a fashion week that reads like special programming on QVC thrive?

Designer Rebecca Minkoff to Burberry The see-now and buy-now models have been introduced since 2016, and it is proven possible to drive Record sales. Now fashion week organizers are working on enabling a shopping offer to stay relevant.

According to a representative, IMG will be bringing out NYFW: The Drops this season in the form of daily limited product releases and accompanying digital content, both of which are exclusive to NYFW.com. Brands featured include Jason Wu, Radarte x Virgil Normal, Prabal Gurung, LaQuan Smith, and AARMY. In addition, IMG, in collaboration with the Black in Fashion Council, has set up a showroom in Spring Studios for aspiring Black designers that can be purchased by appointment.

According to a CFDA representative, Runway360 will continue to enable e-commerce, pre-order, and wholesale purchases for brands. The features that were introduced in September are “evergreen,” they said.

And it’s a safe assumption that designers will take advantage of the newly introduced shopping features on social platforms. Most notable is Instagram that launched Live shopping in August 2020. TikTok’s planned shopping functions, Announced Monday, won’t hit until later this year.

How Stockholm Fashion Week embraced livestream shopping
Stockholm Fashion Week, which began Tuesday, has given further clues as to what to expect at NYFW. Via the e-commerce partner Boozt and the live streaming technology partner Bambuser, the event started the live stream shopping for collections that were shown throughout the week. People interested in buying selected items can take a closer look at them and ask questions about them at daily “Watch & Shop” events. Each event is moderated by a fashion expert, including Elina Grothein, Elle Sweden’s fashion director and influencer Susan Stjernberger (@styleinscandinavia, 24,000 followers).

Dorte Tandrup, Boozt’s sales and marketing director, said the company will promote the daily events through email explosions, Instagram posts and its website, as well as paid digital ads. The fashion experts will also promote them in their own newsletters and on social channels.

According to Catarina Midby, Secretary General of the Swedish Fashion Association, a big goal for SFW this season was to refine the components of a fully virtual fashion week, which first started in August. That included making it more personal and engaging by introducing the designers and the people behind the brand and affirming that fashion is open and accessible to everyone. This was answered with the launch of “Watch & Shop” as well as several planned discussions with fashion insiders that were hosted on stockholmfashionweek.se.

The organizers also made a point of helping brands promote their collections during a difficult time. According to Midby, faced with supply chain barriers and tight budgets, many designers “did what they could” and turned to “low-cost productions” in August. Some chose to reveal their collections through simple lookbook images and a behind-the-scenes video of the lookbook production.

Frida Bard, design director at Stockholm-based Fashion Hope, said the brand hadn’t attended Fashion Week for several seasons, but with “a year of the pandemic in mind,” it decided to go. This is one of several changes the brand has made since spring 2020, including abandoning pre-collections and releasing their two seasonal collections over four drops each. “We’re now producing less and introducing more new products to customers, and that’s the solution for us,” she said.

Bard said Hope’s attempts to bring his collection to life this season included creating a lookbook and video, and sending a printed book to media outlets with more information about the collection. Hope also gives influencers select looks, including Viola Bergstrom (20,000 Instagram followers) and Carin Falk (13,000 followers). At the same time, they are asked to post pictures that are reminiscent of street style shots from Fashion Week.

Instead of selling the Hope Fall 2021 collection during a live stream from Watch & Shop, the brand is taking the opportunity to exaggerate a new sub-brand, Work.

“It would be a shame if the customer had everything available right from the trade fair. it would take so much of the magic away from it, ”she said. “We think it is best to do a [show] and at the same time give them something they can get right away. “

Other designers clearly agree; do a little percentage Having an available runway collection or filing a small, separate collection at the time of a fashion show are popular strategies for designers looking to catch the attention of fashion week.

Tandrup said Boozt is still in a learning phase with “Watch & Learn” and will analyze the data compiled this week in order to perfect the experience for the future. KPIs include number of viewers, average viewing time, engagement, add-to-cart activity, and sales.

“Fashion Week is currently undergoing a major change. It’s very open and that’s exciting, ”said Midby, referring to the transition from a structured schedule to a fluid, unpredictable introduction of seasonal and gendered collections. “[The industry] learned to use our common sense. We need to listen to the consumer’s needs and think about selling. Perhaps this is the new format for fashion shows in the future. maybe the [livestream] is the new show. “

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