Fashion designers are kicking up their social media efforts to maximize exposure and engage new consumers at this fall's New York Fashion Week. Bobbi Rebell reports.
Front row at Fashion Week is no longer limited to the actual venue. Designers are leveraging social media apps to maximize exposure and engage new consumers. Trend forecasting firm WGSN's Jaclyn Jones: (SOUNDBITE) JACLYN JONES, SENIOR EDITOR, WGSN (ENGLISH) SAYING: "All designers are really looking for new ways to integrate social media, because it is how they are connecting with their consumers in real time. So, Ralph Lauren, for the first time, is using Periscope to livestream his show. And then Instagram, for the first time, is actually curating content based on an event." The changes are making fashion a lot more accessible to consumers, says Fern Mallis who was the original creator of New York Fashion Week (SOUNDBITE) FERN MALLIS, CREATOR, NEW YORK FASHION WEEK, (ENGLISH) SAYING: "It's so instantaneous. And everybody is a judge and jury right now. Everybody has an opinion. Everybody has a blog or a site." Even magazine coverage is changing. Harper's Bazaar, for example, is using its Snapchat profile during fashion week to deliver the latest fashion news to fans. Social media has changed everything, says Harpers Bazaar editor Joyann King: (SOUNDBITE) JOYANN KING, EDITOR, HARPERS BAZAAR (ENGLISH) SAYING: "No longer do you have to wait with baited breath to see the photos finally pop up online. You are seeing the first look the minute it walks out on Instagram or Snapchat or Periscope whether you know, an editor's social media platform of choice is. And, so, it's sort of that instant access." And in an added twist, King says, some designers are even using social media to invite fans to come sit in the actual first row at the show.