New York Fashion Week: How the Content Team Kept the Runway Alive Online


[Update] The webinar is over. Watch the recording now:

Fashion Week around the world is an iconic event, and in New York City, it’s an affair to remember… well, at least until the next season. We live in an era of impermanence. Everything is fleeting: your last collection, your last post, your last software update. As a society, we’re obsessed with the latest and greatest, and in this way, fashion and technology are kindred spirits. 

During New York Fashion week, the public’s craving for what’s new and current places huge demands on content creators who cover the runway shows, backstage, and outside street scene. If it’s happening now, we’re interested: content is posted, shared, blogged it’s hyper relevant. Once the luster of color, textiles, and prints wears off, we’re on to the next shiny image or story. But, before we forget about this year’s fashion season, let’s take a look at what it took to keep all that shiny content relevant and fresh on NYFW

The site hosts about 70 designers who showcase their latest collections with the official IMG NYFW.  Each designer has its own page on the website featuring a bio and archive of past collections.This means the site had to store and serve up tens of thousands high resolution images.  As the event’s runway shows happened over seven days, images and live stream videos were immediately uploaded to the designer’s page in real time. Page layout designs changed within minutes to accommodate new content types.  With such responsive and adaptive content, fashionistas were fed fast insights on-the-go in true NYC style.

Agile thinking meets agile execution

What was coming down the runway wasn’t the only big draw for online fans of NYFW.  There was a swarm of activity happening on the streets and backstage with the models. In other words, “content opportunity!”  The content creators for NYFW are creative thinkers with fast ideas, and they needed a platform that could quickly transform their ideas into stylish executions.  

Creativity met technology and, two very cool sections of the site developed as a result. To capture the eclectic street scene and real-time moments, the site’s editors added a new page to showcase video that reported must-see fashion moments outside the venues. Using Brandcast, they pushed a new Video Runway page live within minutes, featuring up-to-the-minute design and content. 

The site’s editors had another great idea to post long-form social blog content that provided a window into NYFW’s exotic culture. With the attitude and voice of pop culture, the team generated interesting content throughout the day for a new Back of the House section. They were able to create and publish fresh content within minutes using the Brandcast platform. The site’s audience readily engaged with the blog, which was so effective, that sponsors jumped on the opportunity to get their brands in the mix. Within hours, blog placements were promoted and sold, and they proved successful enough for sponsors to double down for the next fashion season!  Agile thinking and production turned content into profit.

Pop Culture Attitude in Blog Post

The NYFW example shows that the archaic process of having a great idea for content, but needing a developer to execute it, is over.  For content creators, gone are the days of “should have, could have, would have.”  Now you can. Now you can manifest your ideas and take advantage of the hot, fresh content in the present moment. Most importantly, you can stay relevant in this era impermanence, before we all move on to the next season, the next update, the next post. 

Lyndsey Jordan Director of Client Brands

Lyndsey brings a strategic approach to understanding client objectives and the best path to execute. With over 8 years in client services, she's become an expert at uncovering key insights to develop meaningful connections between brands and their consumer.