Shoppable Content Rules Fashion Week Season, With Apple, Instagram And More As Partners


Shoppable Content Rules Fashion Week Season, With Apple, Instagram And More As Partners

Rachel Arthur

The fashion industry is undergoing significant structural change; from the way it delivers its collections, to how it promotes them to both the industry and its consumers. Where traditionally there are big time lags between fashion week shows and the products then hitting the shop floor, increasingly there’s a race to get items into the hands of shoppers as fast as possible in order to capitalize on the hype the digital era has generated.

The whole debate is an intensely complex one, from the very nature of luxury down to how it affects multi-brand retailers, traditional buyers and more. From a logistical perspective it means big changes on the back-end in terms of manufacturing and supply chain timelines. While on the front end, it also means facilitating the purchases themselves in numerous new ways.

This consumer-facing part of the debate has so far been the one most explored. As brands including Burberry through to Rebecca Minkoff have announced their intentions to move to a real-time model, meaning you can see the collection in fashion week and buy it immediately (#seebuywear), they have introduced interesting tech-enabled initiatives to facilitate it. This is about more than just e-commerce pages made live in the moment after the show, or capsule collections hitting flagship stores (even if that does include newbies like Prada), and rather some valid digital partnerships that enhance the shopping experience.

The key thing here is the shift from designers putting budget into technology for the sake of it at fashion weeks, to rather spending on something that is going to impact the business from an ROI point of view. It’s about entertainment to drive conversions; not just engagement, likes and new followers.

There’s a lot for the industry to figure out in terms of making this a viable move across the board from the operational standpoint (and as yet little clarity as to how those who have said they’re doing it are structurally making that happen), but for now, there’s at least a willingness to experiment with what it looks like for consumers.