adweek reporting:
As any Fashion Week attendee worth her weight in Chanel can tell you,
nothing is more essential for a successful round of shows than a
well-equipped iPhone. (Apart from an inspired ensemble, that is.) But
just a few years ago, uses for the now-ubiquitous device were limited.
You could frantically Google venue locations, snap a few fuzzy photos
and send them to your assistant, but that was about it.
In 2008, Condé Nast’s Style.com released its first smartphone app,
allowing the fashion-obsessed to browse look-by-look slide shows of
designer presentations, behind-the-scenes photos, and reviews—making
“outsiders into insiders,” said Style.com executive editor Nicole
Phelps. Soon enough, everyone was tweeting and Instagramming their every
sartorial move, further linking the masses with the goings-on under the
tents at the biannual shows in New York, London, Milan and Paris.
A new crop of apps has emerged to take advantage of the technological
possibilities of the mobile platform—and they’re all targeted at the
industry insiders themselves. “It’s made it a lot easier for people to
stay up to the minute,” said Phelps.
One of this season’s must-have iPhone apps is Fashion GPS Radar, which
lets users register for Fashion Week events, locate shows on an
interactive map and check in by scanning their own personal barcode. The
app officially launched this season (it was in beta for the spring
shows) and has nearly 4,500 users. Fashion GPS is also meant to be a
tool for the shows’ producers who can use the platform (also available
on the iPad and the Web) to send invitations, arrange seating and keep
up with editors’ and buyers’ whereabouts.
Another high-tech offering making its debut this year is Made Fashion
Week, an app developed to be used at Made’s fashion show (either in
person or via Livestream). Using technology developed by Sonic Notify,
the app synchs with inaudible sound waves played during the show and
automatically displays information about each look as models parade down
the runway. Users can then share professional photos of the clothing
via Twitter or...
http://www.adweek.com/news/technology/apps-go-high-tech-fashion-week-138194
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