In this digital age, making fashion events shoppable is, well, in-fashion. With new platforms and tools, you can get the most out of your fashion event. The good news is that with Nineteenth Amendment’s Smart PLM and a bit of planning, any brand can pull it off. Here’s a few basic rules to go by for your next shoppable fashion event:
Take advantage of social media
Technology is your best friend. Many fashion brands benefit from using digital platforms, such as Facebook Live, Instagram, and Periscope, among other platforms. Burberry made headlines last February, when they partnered up with Apple TV in order to live stream their London Fashion Week show. Misha Nonoo used Instagram in to make a shoppable campaign with Liketoknow.it in order to attract more customers. All of these options are available to brands with the right amount of planning around marketing and production.
Don’t be afraid to think outside the box – or format
Runway shows have been around for ages but sometimes the typical runway can be passé. Thinking outside the box may be a no brainer if you want to get a competitive edge or have constraints with budget – whether it is format, partnerships, or production details. One notable example is Rebecca Minkoff, who, instead of showcasing a new Fall 2016 collection last December, chose to show off her Spring 2016 collection to make it immediately available to consumers. By doing this, she augmented the sales of her New York store by 400%. You don’t have to completely break the rules, you just have to bend them enough in order to get the maximum value out of your marketing budget.
Have the garments you are showcasing available on-demand
Most runway shows present garments for coming seasons – 6-8 months down the line. More and more, the fashion community is discussing why runways show garments shopper’s can’t buy. Presentation and production are out of sync but they don’t have to be. With Nineteenth Amendment we give you the freedom to showcase your garments for purchase in timed pre-sales and have them manufactured on-demand. This way, each garment is manufactured based on sales with no excess inventory.