New York Fashion Week gets internet savvy
New York Fashion Week started yesterday and an exciting new trend I am seeing is the live broadcasting of runway walks for each of the designers. Looking through the various show schedules I saw no less than 20 online streaming events. Using tools like LiveStream, uStream and others the fashion houses are picking up on their successful past experiences and bringing the consumer onto the runway. Being married to a fashionista myself has me wondering if all this video is working… Do people look at the clothes on the runway and know that will work for them? Or (as so many years in the past have shown), what’s on the runway and what appears in retail are dramatically different? How does streaming a runway show really help – or is it just inexpensive publicity? I think the move to put more and more of these types of broadcasts on the Internet allows exposure to so many more people than would normally have it (a typical fashion runway show invites 200-500 people). Any way to inform and educate a consumer is good for business. In these economic times, customers want knowledge – they want to know what is coming, where to spend money and most of them want a plan – do I buy this blazer because I can get more than 1 season out of it? How about these boots – will they still be OK for the fall? And the list goes on and on. This move gives more people more time to decide how to spend their money wisely – a great idea!
Recently one of our clients made a bold move and became the first group to live stream video and interviews over the internet from their industry’s annual trade show. The only company to do it in the event’s 57 year history. The event organizers thought it was great as it brought the average consumer from their living room (or their office) into the show typically reserved for industry professionals only. How many other industries are making this move and why aren’t more?
So what does this all mean? Are the fashion houses getting more Internet savvy? Are they just simply following the herd and doing what everyone else does to simply keep up? Do the shows being broadcast bring any value to you? Are you even going to watch?
Here’s a partial list of New York Fashion Week live streams and their schedules (thanks to Mashable! for being the first out with the list )
- Vena Cava Thursday, February 12:00 p.m. ET
- Wayne Thursday, February 10, 6:00 p.m. ET
- Peter Som Friday, February 11, 10:00 a.m. ET
- Perry Ellis Friday, February 11, 11:00 a.m. ET
- Jason Wu Friday, February 11, 1:00 p.m. ET
- Rebecca Taylor Friday, February 11, 2:00 p.m. ET
- Rebecca Minkoff Friday, February 11, 3:00 p.m. ET
- Costello Tagliapietra Friday, February 11, 3:00 p.m. ET
- Nicole Miller Friday, February 11, 6:00 p.m. ET
- Richard Chai Saturday, February 12, 11:00 a.m. ET
- Alexander Wang Saturday, February 12, 5:00 p.m. ET
- Altuzarra Saturday, February 12, 8:00 p.m. ET
- Preen Sunday, February 13, 11:30 a.m. ET
- DKNY Sunday, February 13, 1:00 p.m. ET
- Calvin Klein Collection, Men’s Sunday, February 13, 2:00 p.m.
- Thakoon Sunday, February 13, 6:00 p.m. ET
- Cushnie et Ochs Sunday, February 13, 7:00 p.m. ET
- Tommy Hilfiger Sunday, February 13, 8:00 p.m. ET
- Ohne Titel Monday, February 14, 1:00 p.m. ET
- Donna Karan Monday, February 14, 2:00 p.m. ET
- Alice + Olivia Monday, February 14, 5:00 p.m. ET
- Betsey Johnson Monday, February 14, 6:00 p.m. ET
- Kevork Kiledjian Monday, February 14, 6:00 p.m. ET
- Marc Jacobs Monday, February 14, 8:00 p.m. ET
- Rad Hourani Tuesday, February 15, 10:30 a.m. ET
- Diesel Black Gold Tuesday, February 15, 1:00 p.m. ET
- Marc by Marc Jacobs Tuesday, February 15, 4:00 p.m. ET
- Sophie Theallet Tuesday, February 15, 5:00 p.m. ET
- Tibi Tuesday, February 15, 7:00 p.m. ET
- Michael Kors Wednesday, February 16, 10:00 a.m. ET
- Oscar de la Renta Wednesday, February 16, 12:00 p.m. ET
- Jeremy Scott Wednesday, February 16, 1:00 p.m. ET
- The Blonds Wednesday, February 16, 7:00 p.m. ET
- Calvin Klein Collection, Women’s Thursday, February 17, 2:00 p.m.
