Luxury Brands Give Shoppers VIP Access To New York Fashion Week
By Alicia Fiorletta, Associate Editor

Mercedes-Benz New York Fashion Week is the event for stylists, celebrities and fashion journalists — and people like me — who want to get a glimpse at the must-have patterns, fabrics and styles for the coming season. I have always been fascinated by the looks crafted by coveted designers, and moreover, how these looks are translated into top trends for retailers and consumers.

I had the pleasure of attending a show during New York Fashion Week (NYFW) for Fall/Winter 2012 after watching a research presentation from American Express Business Insights focused on luxury consumers. It is a day I’ll remember for the rest of my life.

While some aren’t lucky enough to experience NYFW first-hand, the barrier between every-day people and high-end fashion designers is crumbling thanks to the powers of social media. Bumebox, however, is a company helping brands harness the “wildness” of social media to truly understand what consumers think, want and need.

I had the chance to speak with Jon Fahrner, CEO of Bumebox, about how the company is helping 15 brands, including Marc Jacobs, Michael Kors and Tori Burch, integrate real-time social media feedback into their NYFW shows, which are broadcasted to the masses online and in real time.

“Once you give consumers something to interact with that is relevant to their passion — fashion — then they really dive into social media full force,” Fahrner said. “There’s a lot of room for retailers to improve what they’re offering to their social communities. Fashion is evolving from such an exclusive industry, where only insiders and VIPs are allowed to events. Now brands really want consumers to be in the front row — virtually.”

In fact, Marc Jacobs already has seen success with Bumebox, using the technology during Fall 2012 Fashion Week, according to an article from Mashable. While the luxury designer has been streaming fashion shows online since 2010, the entire digital experience was taken to the next level with Bumebox. Along with the online fashion show was a digital overlay that shared social feedback, such as comments, conversations and reactions to looks as models strutted down the runway. Encouraging participants to use the hash tag #MarcJacobsLive in their comments, the luxury designer received more than 90 million impressions on Twitter alone, increasing word-of-mouth and awareness across social communities.

                      
While Marc Jacobs, Michael Kors and Tori Burch have a reputation of being elite and high end, more consumers are purchasing from luxury designers, due to a promise of higher quality merchandise and a memorable brand experience, according to American Express Business Insights. Best-in-class brands and designers are recognizing these developments, and are noting that the more they engage consumers and provide access to content in a VIP-style experience, the more feedback and in-depth insight they’ll receive on apparel, jewelry and handbags, among other products. The Bumebox technology also enables merchants to have deeper conversations with fans, and better track feedback across social networks.

There may be a hurdle, though, that some retailers must overcome. Many brands are posting updates, deals and photos in an inconsistent way. Retailers should avoid this one-off social communication and initiate conversations via social media that are consistent and meaningful to target customers. Moreover, retailers should take cues from Marc Jacobs and others that provide access to behind-the-scenes footage and other exclusive content. Giving shoppers more than just a glimpse makes them feel special and really immerses them in the brand experience.