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Wan LixinOpinion deputy editor of Shanghai Daily
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Fashion designers embrace Internet
Source: Agencies |
September 20, 2009, Sunday
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Print Edition
Print Edition
Technology played a starring role at New York Fashion Week last week.
The Internet and advances in technology are transforming fashion, making it easier for designers to create collections and less expensive for them to show and sell their work, experts say.
Instead of spending tens of thousands of dollars on a runway show in New York, some designers presented collections for spring and summer 2010 online, while others are expanding the reach of their brand by making it easier for shoppers to buy their clothes online.
Designer Norma Kamali and Polo Ralph Lauren Corp's Rugby brand both have applications for Apple Inc's iPhone that allows shoppers to buy clothes from their phone.
"This is the technology that's changing our lives," said Kamali, who displayed her spring and summer 2010 collection as well as exclusive lines for eBay Inc and Walmart.com at the Apple store in Manhattan's Soho neighborhood.
Kamali's iPhone application has a "Try Before You Buy" option, which allows clothes to be sent overnight to a customer so she can try them on at home before committing to a purchase.
Menswear designer Miguel Antoinne and womenswear designer Marc Bouwer both put on virtual fashion shows, while models at Vivienne Tam's show carried gold "digital clutches" -- a Hewlett-Packard Co netbook adorned with a Tam design.
With cable television and the Internet, designers know that their shows can be seen by many more people than just the buyers, editors and the media who attend.
The Internet and advances in technology are transforming fashion, making it easier for designers to create collections and less expensive for them to show and sell their work, experts say.
Instead of spending tens of thousands of dollars on a runway show in New York, some designers presented collections for spring and summer 2010 online, while others are expanding the reach of their brand by making it easier for shoppers to buy their clothes online.
Designer Norma Kamali and Polo Ralph Lauren Corp's Rugby brand both have applications for Apple Inc's iPhone that allows shoppers to buy clothes from their phone.
"This is the technology that's changing our lives," said Kamali, who displayed her spring and summer 2010 collection as well as exclusive lines for eBay Inc and Walmart.com at the Apple store in Manhattan's Soho neighborhood.
Kamali's iPhone application has a "Try Before You Buy" option, which allows clothes to be sent overnight to a customer so she can try them on at home before committing to a purchase.
Menswear designer Miguel Antoinne and womenswear designer Marc Bouwer both put on virtual fashion shows, while models at Vivienne Tam's show carried gold "digital clutches" -- a Hewlett-Packard Co netbook adorned with a Tam design.
With cable television and the Internet, designers know that their shows can be seen by many more people than just the buyers, editors and the media who attend.
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