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#HavasxNYFW 2018 Recap


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Technology is infusing the fashion and beauty industries with more innovations than ever before, giving buyers, editors, and fans a fresh new way to interact with the latest designs.

Havas Media attended NYFW Fall 2018 to uncover which digital trends are en vogue.

Published in: Marketing
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#HavasxNYFW 2018 Recap

  1. 1. #HAVASxNYFW 2018
  2. 2. Technology is infusing the fashion and beauty industries with more innovations than ever before, giving buyers, editors, and fans a fresh new way to interact with the latest designs. At NYFW 2018, Augmented and Virtual Reality activations hit the mainstream as the rise of data continues to revolutionize the way fashion brands produce and market their collections. While some designers used these technologies to enhance their shows, others did away with the live runway shows altogether, in favor of interactive or digital presentations. Finally, social media has become an integral tool for making meaningful connections with consumers, partners, and collaborators alike. NYFW IN 2018
  3. 3. RECURRING THEMES IN FASHION + TECHNOLOGY The Rise of Data Virtual Reality Augmented Reality Social Media Recap
  4. 4. THE RISE OF DATA Fashionistas are one of the most engaged online communities gathering en masse on social media, online forums, and apps to share ideas, trends, and #OOTDs. With more than 70% of the world online, digital platforms buzz with likes, comments, tweets, pins, Instagram stories, and more. In 2018, fashion houses are embracing the rise of data to influence their production and marketing strategies. Numbers arrive quickly and accurately, which proves more insightful than press reviews and buyer feedback.
  5. 5. Badgley Mischka, known for its grand aesthetic and sparkling embellishments, infused technology into their runway show by creating an app that allowed attendees to interact with pieces in real time. Guests provided feedback by “liking” or “loving” styles the moment they hit the runway. For a designer whose pieces are not yet in production, the Runway app provides instant data to Badgley Mischka, allowing the label to focus their production and marketing dollars on the most popular styles from the show. THE RISE OF DATA
  6. 6. Lela Rose debuted her Fall 2018 collection via Instagram in lieu of a live runway show. Releasing one look every hour, her digital presentation included a collaboration with 10 influencers and bloggers, who modeled the pieces and demonstrated how the clothes live IRL. Not only did Lela Rose receive tremendous positive reviews, but the use of notable influencers significantly expanded her reach. Ultimately, the insights she gained proved invaluable as she was able to quantifiably measure which pieces her target audience found most alluring and which ones fell flat. THE RISE OF DATA
  7. 7. Virtual Reality has become much more accessible in recent years. In 2015, Tommy Hilfiger deployed headsets in its stores, which afforded shoppers a 360-degree view of the label’s fashion show. In 2017, Coach followed suit and installed VR headsets in its stores in 20 malls across the US. By employing VR activations, brands invite consumers to immerse themselves in otherwise exclusive events. Shopping is no longer a one-dimensional function but an exciting new-age experience. VIRTUAL REALITY
  8. 8. Rebecca Taylor chose an in-store presentation over a runway show, and harnessed the power of VR in her Meatpacking District boutique with the help of Google technology. Using the Tilt Brush, she 3-D mapped and projected sparkles on the walls and ceilings of her shop, giving attendees an inside look at her creative process, “which includes all things sparkles.” VIRTUAL REALITY “There’s magic and sparkle everywhere you look, you just have to look for it.” – Rebecca Taylor to Huffington Post, 2015
  9. 9. VIRTUAL REALITY PH5 partnered with Samsung to bring a behind-the-scenes experience to attendees of WWD x Samsung. Guests donned Samsung Gear headsets, which exposed them to the inner workings of fashion design through VR. With every twist and turn of their heads, guests saw models trying on clothes, dressmakers measuring fabrics, and sewing machines galore as if they were actually in the room. The VR experience provided an inside look at the preparation that goes into building a collection for NYFW, leading to a more meaningful connection to PH5 at large.
  10. 10. AUGMENTED REALITY While AR has been around for years, 2017 marked the beginning of mass consumer uptake, thanks to smartphone integration. AR proved itself a natural fit with beauty industry, as companies like L’Oréal and Charlotte Tilbury developed apps that let people test beauty products using their phones. L’Oréal’s app has been downloaded by more than 20 million users, and Charlotte Tilbury’s leads 13% of users to click the buy button. The fashion industry is starting to embrace AR as well: Burberry’s app, for example, lets users digitally redecorate their surroundings with Burberry-inspired drawings. Much like VR, AR allows users to virtually interact with garments and try them on, compare pieces, and visualize looks in the comfort of their own home. They can also access 360 degree views of fashion shows or watch a designer conceptualize a collection.
  11. 11. AUGMENTED REALITY Epson hosted its 4th NYFW Digital Couture project at the South Street Seaport, where 13 designers from North and Latin America leveraged the company’s digital imaging technology to design pieces inspired by the theme “Cosmopolitan Couture with Impossible Colors – How Does Your Culture Dress Up?” Epson’s digital textile patterns were also projected onto a mannequin posed against iPad-generated backdrops of major metropolitan cities, inviting attendees to visualize the clothes in real-life situations with the click of a button. In-store, this AR technology would certainly prove exciting and insightful to consumers. They could visualize styles on themselves in real-life situations, which might ultimately lead to purchase.
  12. 12. The rise of social media has democratized fashion in many ways. In addition to editors and buyers, average consumers now wield tremendous influence as social media posts and live- streams give them unprecedented access to the industry. It’s no longer just about sharing information, it’s about drawing consumers into your community to drive sales. Social media also features several e-commerce integrations, allowing customers to purchase without ever leaving their favorite platforms. With the ascendency of bloggers and influencers, brands are infusing their collections into real-life activations and tapping into authentic online communities. The right collaboration can significantly increase reach and cement brand loyalty. SOCIAL MEDIA
  13. 13. SOCIAL MEDIA At WWD x Samsung, Instagram’s Head of Fashion Partnerships, Eva Chen, explained that the industry’s exclusivity has become democratic thanks to social sharing. With Instagram Stories, “it’s instant and it’s global. Everyone can feel like part of the fashion community.” Brands greatest faux pas may be neglecting to engage with the fashion community on social media. They don’t use hashtags. They don’t communicate with their fans. They focus too much on being on brand. Ultimately, they don’t make meaningful connections. Chen recommends “maximizing the connections you have with your existing audience instead of lusting over new ones” by responding immediately to inquiries and engaging with the community at large. “Like” and comment, and you will build your audience organically. Fashion– ever-changing and ever-evolving– is about taking risks. Whether it’s through presentations, runway shows, or InstaShows, it’s important for brands to think outside the box to engage new customers. “Fashion is so vibrant on Instagram and it’s such a great community.” - Eva Chen, WWD x Samsung, 2018
  14. 14. SOCIAL MEDIA Maria Hatzistefanis, CEO and Founder of the beauty brand Rodial, joined a panel for WWD x Samsung on the topic of connectivity and how it drives unique social encounters that keep consumers wanting more. With more than 1 million Instagram followers, @MrsRodial knows that fashion and social media go hand in hand. Spending an average of three hours a day on the social networking app, Hatzistefanis has no agenda or plan to sell. Instead, she uses Instagram as a daily journal– sharing personal passions and sparking interest in consumers. She has learned to leverage Instagram as a networking tool and has made several meaningful connections by utilizing the Direct Message function– a tip that Eva Chen echoed. Three years ago, when Kylie Jenner shared a photo of a Rodial product, Hatzistefanis’ followers increased by over 20k within a few days. Subsequently, Hatzistefanis reached out for a partnership, which upon activation brought a whole new audience to her brand. “Overprocessed and stylized photos are so boring and inauthentic. If everyone’s doing it, don’t do it! – Maria Hatzistefanis, WWD x Samsung, 2018
  15. 15. RECAP: WHAT TECH MEANS FOR FASHION IN 2018 The rise in data and data-driven insights is providing real-time information for fashion houses. Spend your production and marketing dollars on pieces that people respond to. Virtual Reality and Augmented Reality give consumers an inside look at your brand, creating more meaningful connections. In-store try-ons are so last year. With Augmented Reality, consumers can digitally try on clothes, makeup, hairstyles and more. With social sharing at its peak, it's in vogue to think outside the box when it comes to the consumer experience. Social media and fashion go hand in hand, so always be thinking: Is this Instagramable? Does it translate on mobile? Engage your consumers exactly where they are. Listen and interact as much as you post on social media: If you want to grow your online audience, you have to engage with your community.
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