As much as it is about the clothes, London Fashion Week – which kicks off on 15 February – is likely to also be a showcase for how retailers can use engagement technologies to woo customers.
According to Anita Liu Harvey, Director of Strategy at Barclaycard, ““London Fashion Week offers retailers the perfect opportunity to tap into new technology trends in fashion, that continue to change the way we shop and drive demand for a smooth and seamless customer experience.”
For example, some brands at LFW will take advantage of the opportunity to engage with a wider audience than just those at the event, with a 360° live stream of catwalk collections via social channels.
In addition, other brands in recent years such as Burberry and Tommy Hilfiger have adopted a ‘See Now, Buy Now’ strategy, making a selection of catwalk designs available to buy immediately after the show.
Hear Anita Liu Harvey discuss customer engagement with InternetRetailing in the video below
Liu Harvey says: “And it’s not just AR and VR that brands are taking advantage of – it’s the prospect of a more engaging and immersive experience all round. Retailers are becoming increasingly aware that experiential events can help successfully drive footfall during key moments throughout the year.”
For example, in 2018, Topshop bucked the trend of showcasing a collection at LFW and decided to support a selection of designers at their own event in Covent Garden, whilst hosting a number of talks and events at their flagship Oxford Street store in London. Getting customers through the door in an engaging and exciting way, whilst taking advantage of the growing appetite for an in-store experience is crucial for high-street retailers to remain competitive.
“These trends extend beyond just London Fashion Week: consumers increasingly expect an omni-channel experience which enables them to browse un-interrupted online and in-store, across multiple devices, anytime, anywhere,” says Liu Harvey. “One retailer capitalising on this is Zara. The brand recently launched a ‘click and collect’ dedicated store, which uses technology in the dressing rooms with information screens embedded into the mirrors. This allows customers to scan barcodes on items that then offer up multiple choices for co-ordinating and combining the piece with other garments and accessories.”
Learn more in our white paper Making Customer Experience a Reality, produced in conjunction with Barclaycard.
