Fendi has created a big buzz last week when it announced that it will give the 'fashion week' experience to all. On September 19, it offered fashion fans the chance to be part of 'Fendi day' where through a microsite it delivered a full coverage of its spring summer collection 2014 in Milan, behind the scenes of its fashion show and a new store opening in Milan.
Fendi isn't the first and/or only brand to extend the invitation to all during fashion week, Burberry has over the last couple of years streamed its fashion show live in London's Piccadilly Circus. Topshop as well has this Fall partnered with Chirp, a technology that enables people at a single location to share information between their mobile devices via a "chirp" sound, to bring behind the scenes access to its shoppers in its flagship store in Oxford Street during Fashion Week.
Streaming and live coverage opportunities have increased tremendously in the past couple of years with the advancement of digital technologies. Yes, fashion week is no longer only for the elite, and we are seeing more and more that fashion trends and events combined with digital innovations are making it easier for fashion aficionados to get the latest news. Fashion has been slow to catch up on the digital wave, but has lately acknowledged the importance of this tool to get in contact with its customers. Even though ecommerce has been long established as a must have for fashion houses, other digital platforms are still lagging behind. Fashion houses should take advantage of them for many events and opportunities other than Fashion Week and the trick would be to try and break away from the spikes of being more digital only during the biannual fashion event.
Fendi isn't the first and/or only brand to extend the invitation to all during fashion week, Burberry has over the last couple of years streamed its fashion show live in London's Piccadilly Circus. Topshop as well has this Fall partnered with Chirp, a technology that enables people at a single location to share information between their mobile devices via a "chirp" sound, to bring behind the scenes access to its shoppers in its flagship store in Oxford Street during Fashion Week.
Streaming and live coverage opportunities have increased tremendously in the past couple of years with the advancement of digital technologies. Yes, fashion week is no longer only for the elite, and we are seeing more and more that fashion trends and events combined with digital innovations are making it easier for fashion aficionados to get the latest news. Fashion has been slow to catch up on the digital wave, but has lately acknowledged the importance of this tool to get in contact with its customers. Even though ecommerce has been long established as a must have for fashion houses, other digital platforms are still lagging behind. Fashion houses should take advantage of them for many events and opportunities other than Fashion Week and the trick would be to try and break away from the spikes of being more digital only during the biannual fashion event.
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