Designers Eager to Reach Customers Online, say farfetch.com

LONDON, March 12, 2012 /PRNewswire/ --

-Fashion is expanding to serve the tastes of digital culture, say farfetch.com-

In an industry where the catwalk has traditionally been the stage for new ideas, big digital changes are slowly creeping into fashion, say farfetch.com. Brands are embracing the digital age, using techniques including live streaming of their catwalk shows, as well as live online sales direct from the runways to enhance relationships with their customers.

No longer content to wait to review collections in magazines, digital audiences require interaction with exclusive shows from London to New York almost immediately, compelling designers to find practical ways to promote their labels alongside the runway. Online demand for designer clothes and designer jewellery is constantly growing and it is not only the collections but also digital output that is at the forefront of fashion.

Through the live-streaming of shows, interviews and fashion shoots, labels have expanded their approach to meet this demand and have integrated social media and digital formats to compliment and support the presentation of their collections during Fashion Week.  

Paul Brine, spokesperson for farfetch.com, comments, "Jason Wu and numerous other designers streamed their shows via live video at the New York Fashion Week - on their websites, Facebook pages and fashion news sites. This is great outreach to fans, and it's fantastic to see London Fashion Week following suit."

Followers watched catwalk shows at the 2012 London Fashion Week via live streaming in a variety of venues, including the Courtyard Show Space and Embankment Gallery Show Space. In-between the catwalk shows - where beautiful items including designer dresses were showcased - there were digital presentations, Q&A sessions and a dedicated film programme, a selection of which were posted online.

Brine continued, "In a digital age, grand Fashion Week shows are evolving as the fashion community find inspiration in new technologies. Designers will continue to seek out new ways of interacting with consumers as digital formats continue to change and develop."

About farfetch.com:

http://www.farfetch.com unites the world's best independent fashion boutiques, so that you can buy from the most interesting designer fashion brands globally in one easy-to-shop website. Our aim is to provide an exciting range of designers and labels, while maintaining the personality of unique, independent boutiques. This new concept means you can shop from boutiques in Paris, London, Como, Copenhagen, California and New York in just a few seconds, all from the comfort of your own home or office.

You can keep up to date with all the latest news from farfetch.com and the rest of the fashion world on our Facebook and @farfetch pages.