Brief:

• Luxury brand Badgley Mischka created an app for the iPhone and iPad to let attendees of New York Fashion Week interact with its fall collection as it debuts on the runway on Feb. 13, according to a press release.
• The Badgley Mischka Runway app provides exclusive details about the clothing items and models. Show attendees can respond to the outfits on the runway with "like" and "love" buttons in the app, providing real-time data that the brand can use for future design and production decisions. After the show, the retailer will host a panel for both on-site and virtual attendees with designers, models and Badgley Mischka executives about the intersection of fashion and tech, per the release.
• The free iOS app was developed by Apple and SAP using the SAP Cloud Platform SDK for iOS, and is free to download from the App Store.

Insight:

By creating apps for use during real-time events, marketers can provide another way for audiences to engage with the event and the brand. This type of engagement could lead to more meaningful interactions with consumers while also providing an opportunity for marketers to glean valuable insights from consumers at in-person events.

As much as the Badgley Mischka Runway app helps to show off the designer's fall collection, it also shows off SAP's capabilities as a developer of enterprise-focused tools. The brand will gather feedback from fashionistas and consumers attending New York Fashion Week via results from the app to help decide which styles to bring to market, a smart move that could help prevent the brand from releasing items that won't be popular among shoppers. SAP's software is used by a variety of apparel and footwear retailers to get real-time data on inventories that help to manage the supply chain and reduce waste in the fashion space.

Badgley Mischka isn't alone in using mobile apps to coincide with New York Fashion Week. Maybelline New York and augmented reality (AR) app designer Perfect Corp. also are showcasing makeup looks inspired by the show in the YouCam Makeup app, which can be downloaded for free from Apple's App Store and Google Play, per a separate press release.