Showcasing a new collection during fashion week might not cut it anymore. Badgley Mischka and SAP — New York Fashion Week’s official tech sponsor — have joined forces to build a live-audience feedback platform, the Badgley Mischka Runway app. The platform will be available for use during its fashion show on Tuesday.
“The Badgley Mischka Runway app will enhance the live viewing experience for attendees to the show, allowing them to interact, in real-time, with the collection as it debuts down the runway,” said a spokesman for the fashion line.
The app is mutually beneficial for both show attendees and Badgley Mischka. Show attendees will have the ability to snap photos and videos directly through the app. It will also serve as a sort of real-time look book, enabling industry veterans to collect relevant information on specific items live during the runway show. Notifications regarding product details will be dispatched via the platform during the show.
“SAP collaborated with Badgley Mischka to include beacon technology in each of the looks going down the runway throughout the show. Through this beacon technology, show-goers will get notifications about each look when engaging with the app and get access to exclusive details including a description of the look, curated by the Badgley Mischka designers,” said the spokesman.
In turn, the brand will collect real-time analytics from show-goers. The users will be able to directly deliver feedback to the designers, putting them one step ahead of competition as most retailers and brands continue to scramble to collect data in a generally reactive approach. Badgley Mischka plans to optimize these analytics to inform future design and production decisions.
“Fashion is a fast-paced industry — not just during fashion week, but year-round,” said Mark Badgley, one half of the design duo behind the line. “Through our work with SAP at New York Fashion Week, we will be receiving real-time insights about our collection from industry insiders and consumers, which will ultimately help us bring these looks to market.”
The data shared via the app will also appear on SAP’s “Fashion Leaderboard” pop-up that will share the latest trends and fashion stats. The leaderboard will crunch analytics in real-time to deliver of-the-moment insights based off audience feedback. The pop-up will run for the entirety of New York Fashion Week, Feb. 8 through Feb. 15, to serve as a gut-check — the technology will review social sentiment expressed by fashion week attendees — and what looks are the most preferred.
The app also makes a play to attract fashion-hungry consumers eager to participate in the week’s events. “The Badgley Mischka Runway app will be updated to feature updated photos of outfits from the show, available for both attendees and remote viewers,” the spokesman explained.
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