During the Fashion Week, "tech" is the hot new style

As floral prints, leather and white, the "democratization" is a hot trend in the fashion world - and the Internet has been a driving force behind this development. Series for this year's Fashion Week (New York, Milan and Paris), the designer of the big names in the fashion shows are now digitally available to the public and not just the fashion elite. It's true video-time models on the airstrip. Google+ meeting backstage with the designers also provided a rare glimpse into the action behind the scenes. Similarly, doyenne Diane Von Furstenberg was to produce a video Google lens in the first person about his adventures. Democratization goes further than the mere dissemination of fashion shows in new ways. Now, instead of a core of trendsetters, reveals social media activities, the collections are hit and fall flat. Likewise, bloggers and content Instagram is as widespread as content created by the editors of journals and professional photographers, and can be just as influential. In addition, fashion companies with large data analysis and forecasting technology to forecast trends, instead. Only to the words of industry leaders Adoption of this technology has a long time coming. There are several reasons why the industry has been slow to jump on the latest technology. Many designers want to maintain the prestige of their brand a strict control over how it is presented. Every detail, from the shade of lipstick order models carefully chosen lighting, as well as the members of the audience. But it's finally change. "Fashion Week was once reserved for the elite," said CEO Tony Adams Eventup. "I think the fashion industry has been slow to new forms of media because in the beginning, most of the designers come to feel that fashion is an experience that is difficult to replicate online, but the abundance of online fashion portals, live streaming and social media are more accessible mode it has ever been. " Eventup is a startup events according to the location. This year, New York Fashion Week, the company has helped many designers plan their shows and published a picture of the evolution of Fashion Week. Media companies such as IMG and KCD produce digital entertainment that sends the glamor and drama of the haute couture salons, while media like the New York Times and the Wall Street Journal provided live coverage of events. Now those of us who see no closets full of clothes Dior and Jimmy Choo shoes an event at the same time as the deer A-listers. But this does not necessarily affect the status of a collection. "Ten years ago, the idea of ​​someone in South Dakota to see a live stream of the show was funny," said John Jannuzzi, digital publisher at Lucky Magazine Condé Nast. "Now the world is at the same time, but reached makes it no less exclusive. Nothing compares to the actual exposure to be." Large data and Internet Broadcasting Open dissemination of images of events to the masses collections. Huge amounts of discussion about social networks People from all backgrounds and all ages can give their opinions, but the power of social media means that these opinions actually have an effect. Viewer reactions required track can indicate which topics were well received and appreciated by potential consumers. Editd is a great company that provides information to. An action for fashion brands It analyzes not only the amount of traffic that surrounds the designers or trends, but also focuses on the feeling around the data points. According to reports, consumers in New York, as the feminine aesthetic and retro, while the Londoners do not like the presence of dip-dye. Another big fashion company data Whispr Group provides a "social media intelligence service" in order to help designers to evaluate the effectiveness of their social media efforts. The team created a graphic designer in the social, the show "with Victoria Beckham, Marc Jacobs, Diane Von Furstenberg and steel reach the top. "Brands can see what hash tags to drive the most engagement," said exec Linda Harleman Whispr. "You see the most important topics and people were more excited eyes, and maybe use it to develop new strategies and inform their content calendar." Shopping Fashion Reinventing For some of the most luxurious houses vanguard, with an emphasis on social media may not be a priority. However, brands need to sell their clothes to customers outside of a few rich to adapt to a new paradigm for the exhibition. "Another advantage of social media to a wider audience for brands, fashion is exposed to week," said Adams. "Twitter and Facebook are important platforms for the sale and the involvement of customers and drive traffic to brand sites. Moreover, Instagram is a great platform for designers to turn their designs through the publication of a photograph and monitor how many times he" loved "To test the followers of the brand. social media should be a personal and authentic experience." Startups have revolutionized the way shopping is Fashion Week. Before the usual practice of sitting in the audience, was frantic notes as models scurry past on the track, then scramble to issue orders and on waiting lists for products to be placed. This year, there are applications for the visitors is dedicated to the documentation looks like, as well as live blogging and administration schedule. Lyst social e-commerce site allows users to search through the inventories of thousands of brands and add the desired items in their "list". Users can also subscribe to feeds about designers, bloggers, shops, magazines and friends centered. The company offers a feature tracking where fashionistas add a list of their favorite looks and receive alerts when they are available. This year, Lyst offered "Lysting live" with the style guru Nina Garcia and Olivia Palermo as well as meeting places Google Plus with big names like Rebecca Minkoff. "Rotates Lyst all about empowering consumers," said the Head of Business Development Hilary Peterson. "Meeting gave them unprecedented access and insight into the atmosphere behind the scenes, while making them everything they wanted designers live ask before the show. So we really felt we were the consumers, the fashion usually not on the Week to access something special. " Technological invasion of fashion Technology Fashion Week infiltrated by other means. Digital prints are a popular trend, as the retro aesthetic reminiscent Instagram. The Internet also provides a useful tool for novice designers to produce cheaply and sell their own fashion, and potentially to glory. Microsoft has also teamed up with Bloomingdales to high fashion, high-concept, high-tech dress could take off with boards, style and create startups in the middle of all the noise.