Technology is transforming the fashion industry, with augmented and virtual reality being used in innovative ways at NYFW 2018. Some designers used these technologies to enhance runway shows, while others opted for interactive digital presentations instead of live shows. Social media has also become integral, allowing brands to connect with consumers and partners. Data insights are increasingly influential on production and marketing strategies, with tools like an app at one show providing instant feedback on the most popular styles.

1. #HAVASxNYFW
2018

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. RECURRING THEMES IN
FASHION + TECHNOLOGY
The Rise of Data
Virtual Reality
Augmented Reality
Social Media
Recap

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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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.

16. THANK YOU
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