- Robyn Turk |
Christian Siriano received viewer feedback on his Fall 2019 NYFW show in real time. The designer introduced a live voting app that allowed viewers to either "like" or "love" looks as during his show.
Done in partnership with SAP technology, the runway app was available both to attendees at Siriano's show at Rockefeller Plaza and remote viewers following the live stream to offer real-time notifications and the option to rate looks.
The app had camera access that allowed users to capture their favorite looks on the runway as well as access product information, design inspiration details and fabric information. The brand's design team had uploaded imagery of each look into the app ahead of time, so the technology would have the capability to identify individual looks during the show.
While the app allowed a direct engagement between consumers and the brand, it also provided the brand analytics from buyers and influencers that can help understand which looks should be prioritized in ad campaigns as well as inspire upcoming design strategies.