Jan 08, 2017 | By Sarah Housley
Big data meets consumer insights. Experience WGSN.
Feb 03, 2016
By WGSN Insider
In 2010, producers of America’s largest industry fashion event moved New York Fashion Week from Bryant Park to Lincoln Center. In light of the move, IMG Fashion partnered with Fashion GPS to design and implement new technological solutions to provide a streamlined virtual experience and bring behind-the-scenes logistics boldly into the twenty first century. Long lines and security loopholes, elaborate RSVP processes, cumbersome paper seating charts and clipboards rapidly became a thing of the past owing to the comprehensive digital infrastructure furnished by Fashion GPS.
Today, nearly 75% of the top fashion brands and agencies worldwide are using GPS Events in New York, London, Paris, Milan and Australia to organise access to their most coveted events of the season. So how have we done this?
1. We listen to the industry
First and foremost, the voice of our customers defines our roadmap and growth strategy. Eddie Mullon founded Fashion GPS while consulting on technology for a PR firm. He saw manual sample tracking as a huge impediment to their workflow, and understood that technology could revolutionise the industry. From there, GPS Samples was born and the same concept has been applied to the organisation and workflow of our events solution too.
2. We maximise data and technology
We provide intelligence and data to designers so that they can do what they do best, create and transform the launch of their products to market. Fashion Week in particular has always been a frantic time, but using technology and data insights, we’ve taken paper guest lists and seating charts designed using thousands of post-its into the 21st century and streamlined everything. Today, top industry influencers can be invited by GPS Events, allocated a seat electronically according to a customised venue layout and check-in is updated in real-time and accessed via our app, GPS Radar.
3. We allow people to do their jobs
Using our tools, PRs are able to better-focus on greeting their editors, making face to face contact and letting the system manage the behind the scenes work. After the show, the PRs will know exactly who came and who didn’t, who needs to be sent a press kit, or schedule a collection re-see.
4. User experience is iterative
The fashion week user experience was archaic. Long lines, last minute seating plans and mountains of paper. Now, attending fashion week is as easy as navigating an airport (without delays!). We’ve really tried to streamline the user experience to be as painless as possible and maximise user data to simplify the PR and editorial reach by maintaining a database of insiders and influencers who would then later receive those runway samples.
5. We are the tech backbone of the industry
Ultimately, the reason we are in business is to provide technology to the designer as a business partner so the designers can focus on the creative aspects of their operations. Fourteen years later, we are still providing a truly integrated system from concept to consumer.
So what’s next?
With an eye on the future of our industry, Fashion GPS has now merged with Augure, global powerhouse in Influencer Marketing Software, under the new global flagship company, Launchmetrics. Launchmetrics will enhance Fashion GPS’s platform by integrating Augure’s advanced media and social influencer data and insights technology. Brands and agencies will be able to benefit from a comprehensive solution that will allow them to plan, execute and measure their launch-to-market in the following ways: Identify and engage media and social influencers from a search engine with filtering capabilities on 100 types of verified criteria and metrics as well as amplify, capture and measure social virality and value across all launch-to-market efforts.
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