This House of Holland Show Featured a Shoppable Catwalk
Rebecca Byers — December 31, 2015 — Tech
References: brandchannel
The recent House of Holland show at London Fashion Week Spring/Summer 2016 featured a world first use of wearable technology to make the collection instantly purchasable as it appeared on the runway. The innovative technological experience was created by Henry Holland in collaboration with VISA, with the event entitled 'Cashless on the Catwalk.'
10 front-row attendees of the House of Holland show were given the chance to wear NFC Rings to facilitate the purchases. If a guest wished to purchase a look featured on one of the models, they merely needed to wave their hand. The models' jewelry was embedded with chipped tags that processed the payment through VISA's Net payment network. The purchased items were then bagged and ready for guests as they exited the fashion show.
10 front-row attendees of the House of Holland show were given the chance to wear NFC Rings to facilitate the purchases. If a guest wished to purchase a look featured on one of the models, they merely needed to wave their hand. The models' jewelry was embedded with chipped tags that processed the payment through VISA's Net payment network. The purchased items were then bagged and ready for guests as they exited the fashion show.
Trend Themes
1. Wearable Technology in Fashion - Opportunity for fashion brands to incorporate wearable technology into their runway shows, allowing instant purchasing of the collection as it appears on the catwalk.
2. Cashless Transactions in Fashion - Potential for fashion events to utilize cashless payment methods, such as NFC rings and chipped tags, to streamline the purchasing process and enhance the overall shopping experience.
3. Instant Purchasing at Runway Shows - Emerging trend of making fashion collections immediately available for purchase at runway shows, providing attendees with a unique opportunity to buy the latest designs straight from the catwalk.
Industry Implications
1. Fashion Retail - The fashion retail industry can explore ways to integrate wearable technology and cashless transactions in order to create a seamless shopping experience for customers.
2. Payment Processing - Opportunity for payment processing companies to develop innovative solutions that enable instant purchasing of fashion items during live runway shows, enhancing the efficiency of transactions.
3. Event Planning and Management - Event planners and management companies can incorporate the concept of instant purchasing at runway shows, creating a unique selling point for fashion events and enhancing attendee satisfaction.
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