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“Boredom is the biggest problem in fashion”, pronounced JW Anderson after his womenswear debut for heritage fashion house Loewe this week. It’s a sentiment reflected, for many onlookers, in fashion’s ongoing obsession with all things tech. From communication to (e)commerce, the designers who kept things fresh this fashion month were those who found a meaningful way to employ technologies in their show formats – here’s our pick of the best.

New York

Shopping looks straight from the catwalk – whether on the label’s own e-commerce site or through third party retailers – has been a FROW presence for a few seasons now. The problem, so far, has been getting enough people to watch the shows to make the necessary technical construction worthwhile. A live stream will never get the same dedicated ‘footfall’ of Instagram, for example. Exclusive to BCBG Max Azria and sister brand Hervé Leger this season was precisely that – an app called LiketoKnow:It, from Reward Style, that made Instagram shoppable. Once signed up, users could shop straight from the runway photos of various Instagram influencers.


Think London Fashion Week, think Burberry. Or should that be #burberry. The Brit stalwarts teamed up with Twitter for their Burberry Prorsum show for SS15, with the launch of the site’s click-to-buy button. The move allowed customers in the US to buy nail polish worn by the models in the show directly from a tweet. Long considered the zeitgeist in its embracing of tech, Burberry’s Twitter exclusive ensured its place at the head of the pack.


Kenzo’s hot-of-the-press SS15 show took place on the outskirts of Paris – in a skate park. Disgruntled editors in the suburbs aside, the show’s giant digital screens depicting talking avatars were equally eye-raising. “Kenzo would like to remind you that there is no Planet B, protect what is precious.” Humberto Leon and Carol Lim like to wear their ecological messages on their statement sweater sleeves; their cyber-aesthetic set design was PFW’s most brilliantly Instagrammable statement of intent. As Humberto told Susie Bubble after the show, “We’re definitely embracing technology and looking at what is our vision for the future – cleanliness, purity, the right energy and being responsible.”

Reported by Claire Healy


“BCBG has partnered with RewardStyle’s LiketoKnow:It application to make the runway photos posted by various online influencers the brand has tapped “shoppable.” Here’s how it works: First, Instagram users are asked to sign up for a LikeToKnow:It account. If a user then clicks “like” on an Instagram photo with a LTK link in the caption, she’ll be sent an email with a link to buy the items featured in the photo. Thirteen pieces from BCBG will be available to purchase from the runway collection this way.”

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Decoded Fashion - Fashion Tech Daily - BCBG

Decoded Fashion - News - LikeToKnow.It

Boasting over 200 million worldwide users, Instagram seems to have become everyone’s favourite social media channel. Its visual nature has made it especially popular in the fashion industry, with brands using the photo-sharing app to share beautiful lifestyle images, showcase celebrity endorsers and promote new product lines and campaigns.

Though it is such a successful brand communication tool, Instagram creates challenges similar to those faced by traditional offline advertising (such as billboards): A tool to scale just how many of the ‘likes’ and impressions gathered through each post lead to conversions has yet to be conceived. In fact, we can’t even measure exact impressions beyond ‘likes’ and ‘followers’. And, most importantly, posts can’t be directly linked to items being sold in online stores. This makes it especially difficult for brands to gather data, let alone generate sales.

But the fact remains: as Rosanna Falconer, Head of Digital at Matthew Williamson, highlighted at Decoded Fashion London: “Instagram’s progressed beyond just this communication tool and this beautiful visual, that actually, under a pair of shoes, people are saying ‘What size should I get? Do you have this size? Where can I buy it?’ It’s a really exciting proposition for Instagram.”

A few startups have now tried to seize this opportunity and developed solutions around the issue: they have made it easier for customers to purchase product over Instagram. Solutions include:

LikeToKnow.ItBrands or retailers using this can link to LikeToKnow.It in the caption of their fotos. Users who then ‘like’ the photo will be sent an email with information about where to buy the pieces featured in the image. This works together with the affiliate network RewardStyle. However, it only works if customers signed up on the LikeToKnow.It website first. Vogue has opted for solution (read more about their now-shoppable Instagram here).

SoldsieSoldsie can be used to sell products via Instagram and Facebook. When users comment ‘sold’ and a hashtag with their size under a post, they receive an invoice for the item in question via email. Again, a prerequisite for successful shopping is that the customer has linked their Instagram account with Soldsie prior to commenting on the post. Read more about it here.

ChirpifyThis ‘marketing conversion platform’ works through the use of so-called #actiontags – hashtags that proclaim a certain action. This can be used on Instagram, Facebook and Twitter. If a customer has not linked their social media account with Chirpify prior to posting an action tag, they will receive a message with instructions for how to do just that. After accounts have been liked, the linked purchase card will be charged each time an action tag is used.

HashbagSaw something on Instagram and want to find it on sale? This service lets you type in hashtags associated with the item and aims to consequently help you find what you’re looking for – but on sale. This is ideal for those looking for pre-loved items. More about it here.

We can’t help but wonder, are these solutions intuitive and fast enough to support impulsive Instagram browsing? We look forward to finding out what other solutions pop up. In the mean time, Instagram are expanding their US-launched in-feed advertising internationally.

Reported by Anna Abrell