You might not have noticed the streets of New York more frenzied and cluttered than usual, but the truth is that two of the biggest weeks for marketers have been going on simultaneously—and without a hitch might I add. While Fashion Week has taken over Lincoln Center, a variety of panels and discussions hosted by ad agencies to tech companies have been spread across the city for Social Media Week. However, what you might not realize is that they go perfectly hand-in-hand.
Ever since 2008 when Style.com first released its smartphone app geared at Fashion Week goers, both the fashion elite lucky enough to attend or work behind the scenes and the masses waiting outside the tents made sure to document and follow everything going on using social media. This year there are a few notable apps that target the industry insiders themselves and make it very easy for everyone else to stay updated.
Fashion GPS Radar is a do-everything app that lets users register for the week’s events, locate shows on an interactive map, and check in by scanning personal barcodes. It is also useful as a tool for show producers to send invitations, arrange seating, and keep up with editors’ and buyers’ whereabouts
A very specific app developed just for the use at Made’s fashion show—not only in person but also via Livestream—is called Made Fashion Week and jumps on the bandwagon of using technology to recognize sound being played in the background to trigger the app. A lot of thought was definitely put into this, as the app is designed to sync with inaudible sound waves played during the show to automatically display information about each look as the model passes.
Ciao from your Florence marketing correspondent!
I've been tasked with updating the Society on interesting campaigns and marketing strategies I come across during my semester in Italy. Right off the bat I can tell you to be prepared for some heavy reporting on the fashion industry here- I've never seen such sophisticated retailing, both on the creative and strategic ends. And this is supposed to be the off-season! Anyway, we have a trip in March to Gucci's and Ferragamo's headquarters with my Intro to Marketing class (can't wait...), so I'll definitely do a recap of that for you all.
So I hope everyone enjoys these posts! Have a successful and happy semester everyone!