Apparel and accessories designer Kate Spade wants to innovate the live streaming field by taking a high-quality approach to its NYFW runway show airing on Facebook Live. 

Facebook fans of Kate Spade will have a front row ticket to this season?s fashion show, taking place today during New York Fashion Week. The brand is ramping up the video and audio quality of the feed to further expand its streaming capabilities, which is a departure from past formats known for a more amateur impression.

?Live streaming commands attention by creating a sense of urgency,? said Dan Ragan, co-founder of Applause, the developer behind the stream. ?If you want to engage with a brand or influencer in the moment, you either tune-in now or forfeit that opportunity forever.

?In a crowded media landscape, content that commands your attention now wins every time,? he said.

Streaming quality
Kate Spade is forging a direct bond to fans unable to attend the runway show itself in New York, but is offering them a more inclusive experience. The show will air on Facebook Live with ramped up quality and branding that fit the Kate Spade image, but also include interactive elements.


Kate Spade promotes its live stream on Facebook

Viewers at home will be able to ask questions through social media and reps will be on hand to answer any questions users have.

The brand is teaming up with Applause to create the most effective stream. The developer works with various brands and social media influencers to create engaging live streams for those with little experience on the new fairly new format.

The live stream is a first for Kate Spade on its Facebook page, premiering its Facebook Live usage during the show. The feed will air in real time simultaneous to the event and takes place at 10:30 am.

Surge of streaming
The live stream trend saw a surge during September?s New York Fashion Week, with ready-to-wear brands streaming runway apparel and including commerce options, which bridged the gap between sales and the catwalk, in turn diminishing the exclusivity of the event (see more).

The notion of the unobtainable runway show weakening is becoming more apparent in this month?s NYFW with designers such as Diane von Furstenberg taking on an innovative approach with models acting out everyday scenes instead of the traditional catwalk.


Facebook's live stream feature

The move towards live streaming has been a huge shift for brands over the past year. Similarly, online cosmetics manufacturer and online retailer Julep revealed a sneak peak of next month's installment in its subscription service through a live stream on Google+ with founder/CEO Jane Park to create buzz and boost the brand's image after a recent setback (see more).

?Our goal is to create a live stream experience for viewers that is as colorful and rich as the event itself,? Mr. Ragan said. ?We have ensured the highest level of audio and visual production so viewers feel like they have teleported right into NY Fashion Week.

?For fans curious about certain looks, Kate Spade?s social team will be answering questions in real-time,? he said.