The fashion industry is radically changing its approach to sales and customer relationships as a result of ecommerce and the growing hunger of audiences to buy goods online, an industry insider says.
Big digital changes such as the live streaming of shows and online sales direct from the catwalk are slowly causing a revolution in the fashion industry, according to Paul Brine of clothing retailer Farfetch.com.
Brine argues that audiences are no longer prepared to wait for reviews in magazines, as digital audiences want direct interaction with the previously exclusive shows taking place in London, Paris and New York.
During 2012 London Fashion Week, fans watched catwalk shows via live streaming and were also shown digital presentations, Q&A sessions and films, which were then posted online.
Brands used social media and digital formats to compliment and support the presentation of their collections during the event which ultimately were intended to lead to online purchases.
“Jason Wu and numerous other designers streamed their shows via live video at the New York Fashion Week – on their websites, Facebook pages and fashion news sites. This is great outreach to fans, and it’s fantastic to see London Fashion Week following suit,” says Brine
“In a digital age, grand Fashion Week shows are evolving as the fashion community find inspiration in new technologies.
“Designers will continue to seek out new ways of interacting with consumers as digital formats continue to change and develop.”