Rabu, 27 November 2013

Mercedes

(Photo : REUTERS/David Gray)


It used to be that when you attended a show during fashion week and saw an item on the runway that you just had to have, you had to wait several months before it would appear in stores and you could purchase it.


But IMG Fashion is in the process of changing that procedure with a new plan to cater to consumers during fashion week.


While announcing changes to its Mercedes-Benz Fashion Week Australia lineup for 2014 on Thursday, IMG unveiled plans to add a new two-day, consumer-focused showcase, dubbed Mercedes-Benz Fashion Weekend Edition, in addition to an e-commerce initiative that will allow consumers to purchase merchandise straight off the runway .


This new consumer showcase will immediately follow the Mercedes-Benz Fashion Week Australia schedule, which will take place from April 7 to April 10. The public can purchase tickets to the event, which will take place at the same venue as the runway shows and will feature four shows a day, in addition to styling sessions and blogger discussions.


Designers who are participating in this showcase can offer a selection of their new season merchandise either straight off their runways via pre-order or on a buy-now basis through exclusive merchandise produced for the pop-up shop. Items purchased via pre-order will take between eight to 10 weeks to be delivered, which is still much sooner than they will arrive in stores.


For those who can't make it to the event in person, you can still shop the items via an online store, which is linked to Mercedes-Benz Fashion Week Australia's live stream program and will remain operational for up to six weeks after the event.


If this event is well-received in Austrailia, Elle Turner, IMG Fashion director of brand and strategy, said the concept might make its way to other IMG Fashion events internationally.


'The learnings from this program will be shared with the global team and form part of the knowledge base for the next incarnation of events in other regions' Turner told WWD.


'To ensure we can facilitate future opportunities, the e-commerce platform is being built as a component of the global mbfashionweek.com hub with the capability to manage multiple currencies and languages.'


'In the past few years, we've seen more and more designers participating in events around the globe find ways to generate sales from the interest and hype promoted by the runway shows. As event organizers, the Australian e-commerce solution will be the first time IMG Fashion has undertaken an e-tail initiative,' she added.


FOLLOW: Fashion Week, E-Commerce, Runway Shows


CONNECT WITH FT: Like us on Facebook, follow us on Twitter and sign up for our newsletter for the latest news and features from fashion.


© 2013 FashionTimes.com All rights reserved. Do not reproduce without permission.


Tidak ada komentar:

Posting Komentar