Shop The Runway: Neiman Marcus Launches Virtual Fashion Week

January 10, 2011 4 Comments written by Crosby

Current Neiman Marcus Homepage

If you weren’t convinced that the concept, function and future of Fashion Week was metamorphosing, Neiman Marcus is removing the barriers of access and location by allowing at customers to view and then immediately purchase looks as they go down the runway.

Starting today, Neiman Marcus will showcase daily videos from 11 AM CST to 8:00 PM CST. Show looks available for sale will be shown on the site in each designer’s boutique. During the airing of the runway show, the looks available for sale will be available for viewing at the same time. Additionally, Fashion Director Ken Downing will call out highlights of each day’s line-up and Roopal Patel, Senior Market Editor, Fashion Accessories, will also be calling out shoes and handbags that were seen on the runways or were inspired by what was seen on the runway.

What do you think about Neiman Marcus’ approach? Will you be watching? What are the implications for the industry as a whole when runway looks are so closely tied to sales?

http://fashionhodgepodge.com/ Tammy Trujillo

This is huge! So cool. I definitely will be following this. Thanks for posting.
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http://www.peggyli.com Handmade Jewelry by Peggy Li

I truly believe that fashion will make the next tech breakthrus online, and love that Neimans is trying this approach.
Lila Fowler

But these are the spring ’11 collections — Neiman Marcus may be “airing” them at the same time as they’re selling them, but the spring shows were back in September, which is when the buyers made their purchasing decisions. So it’s really just giving the illusion of immediacy, though the addition of Ken Downing & Roopal Patel’s editorial commentary is interesting. The fact that their names are recognizable to many fashion-savvy shoppers actually means that buyers still have quite a bit of authority! All in all it is a great experiment and an entertaining way for Neiman’s to incorporate video content and the excitement of the runway into their e-comm platform.