Zappos is building on its commitment to inclusivity through an event with the Runway of Dreams Foundation on March 27, featuring 30 differently-abled models. The retailer also harnessed the Runway by SAP app to enhance the event, allowing attendees to point their camera at each model to get more details about the ensembles and to view the pieces in an online catalog.
The retailer had launched Zappos Adaptive, a curated collection of functional and fashionable products, in 2017. The line is designed for people who have difficulty dressing themselves for any reason, including sensitivity issues, physical disabilities, special needs or pain.
"At the core of everything that Zappos does it really comes back to service,” said Molly Kettle, Director of Zappos Adaptive in an interview with Retail TouchPoints. “How do we deliver products and services? How do we meet our customers’ needs and deliver on those needs? So if we're listening to what their needs are and addressing more and more customers, that helps shape what we can do and what we can offer.”
Use of the Runway by SAP app allowed audience members to become more involved with the event, and also provided valuable feedback to retailers and designers about which looks are resonating most strongly with shoppers.
“It allows designers to get consumers to participate, but also gets incredible feedback, because you no longer have to be at the runway itself to be able to be part of the show and make your voice heard,” said Matt Laukaitis, SVP and General Manager of Consumer Industries North America at SAP. “We call that the democratization of fashion. It not only enhances the consumer experience, but also gets the data to the designer about what the consumers like about the brand, collection or one specific design they like. This gives the designer the ability to really understand how they can better improve their margin.”
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