Fashion runway
shows are no longer exclusive events reserved for industry figures and
celebrities. Since the advent of social media, consumers have been
given the opportunity to experience runway events in real time. This
has evolved to a point where almost every brand live streams their new
collection showings for viewers at home, and now some brands are using
new technologies to involve their consumers further.
Badgley Mischka has been partnered with live-audience feedback
application Runway by SAP since 2013, allowing users around the world
to interact with runway shows in real-time. Using IoT, beacon
technology and machine learning algorithms, the app automatically
recognizes Badgley Mischka’s looks as they go down the runway. Users
can interact in with the collection by Liking or Loving items, as well
as adding items to a wishlist or pre-ordering.This feedback in turn
provides real-time data and analytics to the brand. The app also
allows users to access detailed information on specific items in each
runway look.
Christine Currence, Badgley Mischka’s president, told FashionUnited
that the brand is using Runway by SAP to gauge consumer interest in
specific pieces to help inform business decisions. “We’re getting
real-time feedback of what viewers are reacting to and not only in the
room of the runway event – the app has been downloaded in over 23
countries. We’re still getting feedback now on the last spring
collection, which will soon be in stores.”
Consumers can continue to use the Runway by SAP app to identify
pieces of Badgley Mischka’s collection even after the runway show. A
user can hold the app up to a Badgley Mischka piece seen online, on TV
or in a store and immediately recognize the style, providing details
including price, sizing, availability and description. The app can
also show the user how the piece was styled on the runway.
Badgley Mischka utilized user feedback gathered from Runway by SAP
to work with its buyers for its Spring 2020 collection. “We’re able to
use this information to tell our buyers which looks from the runway
had the best audience reception and which have a better chance of
having greater sell-through once they hit retail,” Currence
explained.
“The collection will be delivered to the stores by the end of
January or beginning of February,” she continued. “It will be
interesting to see if the history repeats itself, and if consumers
continue to love the same looks that they loved at the time of
runway.”
Currence said that a particular look from the Spring 2020
collection – a red column gown with pink balloon sleeves – was one of
the least “liked” looks among app users at the time of runway, yet the
celebrity stylist community loved the style. Actress Susan Watson wore
the gown to the Emmy Awards in September 2019, and the look in fact
became part of a major red carpet trend that season. “It will be
interesting to see if the style still a least favorite look among
consumers or if the red carpet trend changed the general opinion,”
Currence noted.
Technologies like Runway by SAP are reinventing the runway
The runway show’s new purpose is experience-driven. “Everyone is
trying to figure out how to generate a great experience for their
customers and runway is one of the best ways that we can do that now,”
Currence said. “The runway show is great because you can see Mark
[Badgley] and James [Mischka’s] vision come to life in front of you,
and the app allows consumers to share this same experience in real
time, as well as the opportunity to go backstage and discover what
went into creating the collection.”
Powered by Runway by SAP, the Badgley Mischka runway not only
transforms into a space for consumer engagement, but it becomes an
educational platform.
“Our use of the technology keeps evolving,” Currence said. “It’s a
great tool to help consumers get to know the brand further. Many
people are surprised to discover the inclusivity of the price points
or the sizes that we offer. We offer anything from size 0 to size 20
and there are pieces that go down the runway that are hundreds of
dollars, while others are thousands of dollars. Most people assume
that runway looks are not attainable for them, either it won’t fit
them or they can’t afford it – and that’s just not the case. This app
helps them to learn this.”
Along with engagement and education, the runway is given a new
retail element. Even months after the show is over, the app lets
consumers compare how the pieces appear in a shopping setting with how
they appear on the runway and take inspiration from runway looks as a
styling options. The existence of this technology like Runway by SAP
has evolved the runway into a retail and marketing tool that fits into
the lifestyle of 21st century consumers.
Images: courtesy of Rubenstein PR & Badgley Mischka
