How Digital Media Has Changed The New York Fashion Week
By Tatum Flood
- Designer Rebecca Minkoff and her tech savvy brand helps drive sales.
Minkoff uses Social media at New York Fashion Week to her advantage.
Over the past couple decades, technology has been taking over the fashion industry, it and continues to advance rapidly. With the boom of the smartphone and the subsequent rise in hours people spend on their phones daily, technology is driving sales to a significant extent.
Since its inception 77 years ago, New York Fashion Week has evolved by the usage of digital media. Fashion Week began as a tiny closed circle of fashion editors and buyers. Rebecca Minkoff, an industry leader known for her subtle edgy designs, mentions how the digital age has resulted in a “huge dramatic shift” for Fashion Week.
Since social media took over New York Fashion Week, customers can view what new products might develop into new trends without actually attending the shows in person. They also do not need to wait long afterward to be trendy. Minkoff advanced to the “see-now-buy-now” tactic, which has new products hitting shelves as soon as they are released. For customers, this means not having to wait six months after Fashion Week to purchase these new products. Instead, they can purchase within just a few weeks after the show.
Social media does not only partner well with New York Fashion Week, but it also plays a key role in marketing and maintaining the experience associated with brick and mortar stores. Minkoff uses different forms of social media for her business, including Pinterest for her mood boards, Twitter for news updates, and Instagram for central marketing.
With new and advanced social options on different media applications, such as stories, buying options, and going live, Minkoff is able to give her customers different views into her own world. Whether it be her family world, her digital world, or her editorial world, technology has aided substantially in driving and engaging her audience.
Brick and mortar stores have always been about the experience one undergoes when going shopping. Minkoff has proactively implemented the aforementioned social media strategies to maintain that experience. Before developing her shopping experience, Minkoff asked herself, “basically since there are so many efficiencies in e-commerce, how do we bring those digital efficiencies into the store?” Taking this question into great consideration and research, Minkoff's sales have increased more than 200 percent since installation.
Since retail stores are struggling to increase the relevancy of their stores, the Minkoffs have gone high tech. The flagship store in New York City has a video wall for customers to find items they are wishing to purchase, as well as interactive mirrors that allow users to set the lighting to match the locations where they will wear the clothing once outside the store. With just a few taps, the mirrors also let customers order a different size or color of the product they are trying on.
Minkoff's stores, which include four in the United States and others overseas, host events aimed at millennials. She says, “We want to make our stores a hub of the community. We host fireside chats; we host art openings; we host female entrepreneurs who want to launch something.” The technology and events that are hosted resonate with the target market of millennials, who are the major players in driving much of the sales in this industry today.