by Nissa Hanna
New York Fashion Week came to a close this past Thursday, as the last of the Fall 2013 collections slipped behind the stages and into long production processes, putting eager consumers on hold until the seasonally appropriate in-store versions arrive.
Ordinary shoppers still aren’t able to attend the shows, but that doesn’t mean they missed out. Fashion Week is marching down the runway toward inclusivity, and as social sources and designers make the shows more fan-accessible, they’re turning consumers’ annoying two-season wait into a time of ramped-up excitement.
Brands and industry arbiters are sharing the show experience through Tweets, Vines, videos and Instagrams. Michael Kors took viewers beyond the stage with a special microsite featuring preshow and backstage activity. Rebecca Minkoff created a show-specific Twitter hashtag and encouraged attendees to use it to converse with one another. Gilt Man sent a troupe of bon ton guys to chronicle their insider perspective. And every catwalk parade was live-streamed on the official Fashion Week website.
Every industry has its velvet rope, so all marketers should take note: Although Fashion Week is intended for its trade audience, new consumer-influencers are reshaping its raison d’être. Shoppers want in — now is not the time to push them away.
