How we added a digital experience to a fashion show

Isn’t it surprising that many fashion shows today don’t incorporate the ability for viewers to access information about the clothes they’re seeing on the catwalk, on the spot? There are apps that allow the audience to purchase items as the clothes are paraded down the catwalk on models, but they are far, few and far from cheap to pull off.

That’s why our idea for a fashion show that allows the audience to access brand and pricing information of the clothes LIVE during the show was very well received, when it was done cheap and chic for a fashion show event that we were involved in while we were in Singapore below (sorry we have to keep our formula secret!).

Fashion Show Digital Lookbook inside back cover Singapore

In short, what we achieved was to allow the audience to scan a QR code from a flyer placed on their seat, using their mobile phones, they were able to then download a companion lookbook to the fashion show, where the brands and prices of selected outfits were included. The addresses of the boutiques were also mentioned, so the audience could head straight for the stores to check out the clothes immediately.


Fashion Show QR Code Digital Lookbook Singapore

The aim of such a digital lookbook is to bridge the gap between 2 thoughts in the head of the viewer: “Ooh I like that dress” and “I wonder how much it is”. In reality, unless the models on the catwalk also paraded the price tag, or there’s a voiceover over the PA system spelling out the prices (goodness, how tacky), there’s no classy way to convey pricing information during a fashion show.

Most retailers just hope and pray the fashion show audience converts into foot traffic into their stores. With our digital lookbook where pricing information is provided, people have one less query/doubt to address before they decide if they want to make a purchase or not, of something that they’ve just seen on the catwalk. That is one step in the conversion process of turning a passive fashion show spectator to an active shopper/buyer. Check out the lookbook below and then imagine yourself at the fashion show. We’re almost sure you’ll feel the urge to shop, especially when it’s DKNY, Paule Ka and Vivienne Westwood.

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