More people now view fashion events live, virtually

12 Aug '13

2 min read

The common man, who was once aloof to the concept of fashion, is now moving closer to the concept, all thanks to the fusion of the real and the virtual world.

Earlier only some leading and influential people got chance to view fashion events, especially from the front row, but today evolution of virtual means like television, computer, Internet, mobile phones, Ipads and such other devices has changed the scenario.

Today, even a common man is able to have a front row experience of fashion shows with the same clarity and keeping an eye on every detailing. This is because grasping the importance of purchasing power of people in general, more and more fashion brands have themselves started offering these events for public viewing through virtual means.

The latest example is Australian brand David Jones, which live streamed its fashion show to over 30,000-40,000 of its most loyal customers by featuring the same in its capital city stores through its Black and White blog.

Nowadays, event organizers have also stared taking the responsibility to live stream the fashion shows for public viewing, by collaborating with social networking sites, bloggers, websites or at times with television channels.

Some of them even choose launching personalized blogs or websites or uploading the videos of the same on online channels like youtube or by broadcasting the same on fashion dedicated or other channels.

Paris Fashion Week is the recent example of this, where the event organizers dedicated a website for the event, and even live streamed the fashion shows on this website.

Last year, The New York Fashion Week events were also made available for public viewing on television and online.

Somewhat differently, back in 2009, D&G pushed back several industry leaders and fashion directors to second row and beyond, to make space for four high-profile bloggers who live streamed the event.

The approach adopted to allow more and more people to view fashion events live, while not requiring them to travel to the actual location where the event is on, forms a part of the Bricks and Clicks or Click and Mortar strategy. Under this strategy, a company tries to fuse the offline and online concept, mainly eyeing to expand its reach and thereby the customer base.

Fibre2fashion News Desk - India

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