Mercedes-Benz Fashion Week is moving to Lincoln Center this September and is also moving into the 21st Century with a host of digital age tools for the fashion industry, designers, PR firms and fashion fans. The event, whose fundamental mission has always been to “organize, centralize and modernize” the American collections, has applied this mantra to its dynamic website (launching August 23) and has implemented new digital tools to create state of the art registration, credentialing and seating systems that integrate the registration, invitation and check-in process for attendees.
“This is a seismic shift in the way that fashion weeks around the world will operate,” said Peter Levy, Senior Vice President and Managing Director of IMG Fashion Worldwide. “The level of service this brings to the industry — from data capture for fashion designers on our website to event credentials being used to get seat assignments for press and retailers — will revolutionize the industry standard and be what people come to expect in the years to come.”The new systems will dramatically change and enrich the guest experience at Mercedes-Benz Fashion Week by incorporating next century technology for event management. Previously, event guests and media received hard copy invitations, RSVPed via phone or email, and, the day of show, stood in line waiting for staff to check them in. The event planning process was tedious and inefficient due to the limitations inherent in utilizing outdated methods.
The new Mercedes-Benz Fashion Week website was created to evolve with each coming season, while always feeling ‘of the moment.’ The database was custom developed for this project, allowing for updates to be made easily and the design standardized to reflect seasonal motifs. Using a creative variation on the traditional blog format, this website will be a unifying base for event news and information, and an invaluable resource during the shows – both in browser and on mobile,” said Dean Di Simone, Principal and Executive Director of Tender.
The new technology will bring the event into the digital realm of the next century, easing the process of press credentialing and streamlining invitation, seating and check-in processes and providing a dynamic, virtual experience for fashion followers.
With many designer houses eager to take advantage of the new technology, IMG Fashion has received commitments from over 80% of the event’s shows as each look to provide more value and ease to the their event guests. Design houses participating for the Spring 2011 season include: Academy of Art University, ADAM, Adrienne Vittadini, Alexander Berardi, Andy & Debb, Argentina Group Show, Badgley Mischka, BCBGMAXAZRIA, Betsey Johnson, Bibhu Mohapatra, Bill Blass, Binetti, Buckler, Carlos Miele, Charlotte Ronson, Christian Siriano, Concept Korea, Custo Barcelona, Cynthia Rowley, Davidelfin, Dennis Basso, Duckie Brown, EDITION Georges Chakra, Elie Tahari, Farah Angsana, General Idea, Gottex, Herchcovitch, Alexandre, Hervé Léger by Max Azria, Isaac Mizrahi, IVANAHelsinki, J. Mendel, Jenny Packham, L.A.M.B., Lela Rose, Luca Luca, Mackage, Max Azria, Michael Angel, Milly by Michelle Smith, Monique Lhuillier, Monique Péan, Naeem Khan, Nanette Lepore, Nicholas K, Odd Molly, Perry Ellis, Ports 1961, Rebecca Moses, Rebecca Taylor, Richie Rich, Rosa Cha, Ruffian, Sophie Theallet, Tadashi Shoji, Tibi, Timo Weiland, TONYCOHEN, Tory Burch, Tracy Reese, Trias, Vassilios Kostetsos, Verrier, Vivienne Tam, William Tempest, Yoana Baraschi and Zang Toi.