The New York Men's Day installation at Liberty Fairs.
Shopify’s flash sales app Frenzy continues its push to grow its business in the U.S., striking a partnership with Liberty Fairs and Capsule tied to New York Fashion Week: Men’s.The app, which has made some inroads within streetwear as a tool to help brands and retailers with product drops, will help make certain pieces from designers available for sale through its app as part of special presentations happening at the Jacob K. Javits Convention Center in conjunction with the Capsule and Liberty Fairs trade shows.“There’s never been an official partnership between the trade fairs and the CFDA so fashion week now extends to market week,” said Capsule director Christopher Corrado.Layering in the capabilities of Frenzy adds to that partnership, Corrado continued.“It really does lay the path for the future of the way that we hope to engage consumers in our trade event.…There’s been obviously a lot of conversation around the seasonality of the fashion industry and how we capitalize on all the excitement that happens around a runway presentation and how we actually engage the end consumer and that’s exactly what Frenzy does from an event producer opinion.”Participating brands include Band of Outsiders, Arc’teryx Veilance, Necessity Sense, Daniel Patrick, DDugoff and Haverack among others.The presentations will be live-streamed through the Frenzy Facebook page with some product then immediately becoming available for sale. Other pieces will be available through geography-restricted sales requiring buyers to be in a certain place at a certain time, the specifics of which are still being hashed out. Frenzy co-creator of product and product manager Tucker Schreiber said those geo-specific drops will be limited to Manhattan.The actual pieces being sold are at the discretion of the brands and will include both new items walking down the runway and pre-existing product. That product mix and just how much of it is pre-existing merchandise is also yet to be determined, Schreiber said.Broadening the accessibility to be more consumer facing is what Frenzy originally set out to do, Schreiber said, which is to “democratize access to exclusive events and products.”“Everyone in the fashion sector right now is talking about what the next message will be for consumer engagement and I think that’s exactly what we’re doing right here,” Corrado said. “We’re trying to offer the industry an innovative tool that really hasn’t been done before.”For More Men’s Coverage in WWD:Huntsman Unveils Larger Bespoke Salon in New YorkMark Jensen Joins VK NagraniBad Boy Entertainment to Launch Macy’s Pop-Up
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