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As we move toward the time when the faint flutter of interest in a product comes with multiple ways to shop it – via mass media, mobile applications, live streaming video, barcode, etc, access to runway fashion is also changing. Calling its new service the “democratization of fashion,” Couture Society has launched a pre-order service, in time for Berlin Fashion Week, that allows anyone to order favorite pieces a mere 24-48 hours after their debut.
Even more interesting is the tidbit that these pre-orders may help to ensure that the looks themselves actually be produced and that Couture Society is providing participating designers with social commerce tools, in the form of an F-commerce application. As Martin Genzler, Designer Relations, explains, “This is where we see enormous potential – after all, the fans are the ones watching the label and wanting to own these individual pieces.”
In Berlin, designers Michael Sontag, Perret Schaad, Stephan Pelger, Irene Luft, Mariusz Przybylski, certain items from the ESCADA SPORT collection and many will be available for purchase, and the service will also be made available during Copenhagen, London, Milan, New York and Paris Fashion Week.