Third Wave Fashion // OCTOBER 2013 // THE PRIVACY ISSUE | Page 19
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// Image Via Fashion Week
LAST MONTH’S EVENTS
September was busy for everyone, from New York Fashion Week to the meetups
around the country, and we’ve rounded up the best information that industry
leaders had to offer. As the line between fashion and tech continues to blur, these
are the trends and innovations that are building fashion tech.
e number one lesson from events last month?
winner to join her in a walk down the runway.
It is no longer about the tech; rather, it’s about how you use it. ough
the bottom line is always important (and of course the larger number
of customers you have the better), the focus is shiing to the
experience. Forget about how much you’re providing, and tune into
how well you’re providing your service.
e practices to be gleaned from NYFW are to create a few engaging
elements that capitalize on the popularity and relationships around
your brand, and to understand that the best way to provide an excellent
customer experience is to actually meet your customer. Fans and
customers already love what you’re doing, so reward them!
is new trend held true even in the busy crowds of NYFW, as
designers and magazines worked tirelessly to improve on the personal
experience of the events. Don’t believe it? e evidence is everywhere;
Vogue, Tommy Hilfiger, every show pushed to reach its fans on their
level, dropping the formalities of the week and creating an atmosphere
that was strangely inviting to the people outside the walls of the shows.
Some parts of the tech industry are moving in the same direction. At
an event hosted by the New York Soware Engineers, Bryn McCoy of
Citizen Made said that she believed mass-customization is the third
industrial revolution. In fashion tech this means allowing your
customer to create their own experiences, manufacturing genuine
feelings and emotions toward your brand. e focus for the industry is,
and will continue to be, shiing in the direction of elevating online
commerce to an emotional experience full of excitement and joy.
So how are they doing it? Instead of casting a broad net, and catching
what social interactions are worth keeping, the brands allowed the
engagement to come to them. At his show, Tommy Hilfiger provided
guests with a “Social Concierge” that allowed guests to request photos
from a designated team. One journalist requested a photo of Hilfiger
and a model giving a thumbs up before the show – and got it by the
end of the show. A look at the fun side of fashion, but also a display of
attention to the individual wants of the visitors, rather than what was
necessary to have a successful show.
e dedication to a personal NYFW didn’t stop with Hilfiger either. In
a prime example of commitment, Rebecca Minkoff teamed with
Polyvore to allow a clutch from her line to be redesigned by a fan. e
personal element though, came when Minkoff allowed the contest
Gone are the days of product grids and boring websites, and instead
the development and improvements on shoppable lookbooks and
collages are changing the way consumers shop online. It isn’t enough to
have a product alone anymore, and if you can’t stimulate your fans to
interact with your website, by inviting them to be themselves, you’re
going to see that it’s difficult to maintain the numbers that you think
you have.
In the end, September provided a great look to the future. Personal
experiences are boosting relationships between customers and brands,
while creating a new intimacy that is associated with fashion tech. If
your brand loyalty isn’t based on making your customer feel
appreciated, you may see that loyalty move to a brand that cares.