Around the world, industries are reemerging from an uncertain time with a fresh new approach to everything from retail and distribution to live events—and parts of the Autumn/Winter 2020 fashion season are being presented entirely online, as seen with the first-ever Shanghai Digital Fashion Week. Over 150 brands and designers participated in the virtual event, which took place on the Tmall platform.
To connect directly with fans in real-time, some designers and brands opted to share inspirations with fans, while others made the most of the See Now, Buy Now format for purchasing runway looks with a phone. On the opening day of Shanghai Digital Fashion Week, millions of viewers tuned in and generated tons of season or pre-order sales.
What's Driving This Trend
- Digital Fashion Week
- The transition to virtual fashion shows offers an opportunity for designers to save costs, reach wider audiences, and experiment with new technologies.
- See Now, Buy Now
- The See Now, Buy Now format for fashion collections provides an instant gratification experience for consumers and an opportunity to increase sales for brands.
- Livestreamed Events
- Livestreaming fashion shows and events provides an opportunity to increase reach, engagement and revenue from a global audience.
Who This Affects Most
- Fashion
- The fashion industry has an opportunity to leverage digital events and see now, buy now formats to connect with a wider audience and expand global sales.
- Digital Platforms
- Digital platforms have an opportunity to provide a more interactive experience for consumers to engage with brands, through live-streamed fashion shows and e-commerce shopping.
- Social Media
- Social media platforms have an opportunity to support user-generated content and real-time interactions, which can enhance engagement, revenue and brand loyalty.
