AN APP FOR THAT: L.A.’s version of fashion week, aside from what will be a monthlong series of shows from some four different producers, will also include its answer to the see-now-buy-now experiment via an app.
Fashion Week Los Angeles, the producer that will cap the series of fashion show productions in the city next week, partnered for a multiseason deal with the app Nifty to enlist all 28 designers showing during FWLA to make some or parts of their collections either immediately available for sale or contact shoppers interested in buying looks once they become available. The majority are taking the latter route given many participants are smaller designers, according to the app’s cofounder and chief executive officer Firouzeh Lorzadeh.
People can watch the presentations in real-time via the app or on its web site. Once the models start to walk the runway, the looks will be available to view from the app. If an attendee wants to make a purchase, they will be redirected to a brand’s own e-commerce site where payment will be handled.
Nifty tried its hand about a year-and-a-half ago at instant fashion in San Francisco, where the app had previously been based, but those were for smaller productions of two to five designers, Lorzadeh said. FWLA will be the app’s largest fashion show integration yet and it’s rolling learnings from the San Francisco experience into L.A.
“One of the features that was missing was people wanted to interact — not only buy but ‘like’ the items. So that’s why we added a ‘like’ feature,” she said, adding it’s another way for a brand to gauge what appeals to consumers.
If this is successful, future iterations of the app for FWLA would also be geared towards buyers, she said.
Nifty, which to date has been self-funded by Lorzadeh and cofounder and chief technology officer Alessandro Dal Grande, launched in late February and counts about 7,000 users. The company, which is not yet generating revenue, was created with the purpose of serving as a tool to help consumers with sizing so they can better determine what size would actually fit them and potentially reduce the rate of online returns for retailers. The goal is to offer its technology through the Nifty app and web site or eventually embed it into brands’ own sites. The company would make its money by charging brands to use the fit technology.
“The problem is very obvious and sometimes people forget about it,” Lorzadeh said. “What they call standard sizing is not really standard.”
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