MBFW Revolutionizes Digital and Online Offering for Move to Lincoln Center
Fashion Industry’s Leading Event Introduces New Website and 21st Century Tools for the Event
Over 80% of Participating Designers Opt in for New Systems
NEW YORK (August 19, 2010) – 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 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 The event planning process was tedious and inefficient due to the limitations inherent in utilizing outdated methods.
NYC-based technology consulting firm Control Group was challenged with the task to create a digitally enhanced experience for the event. After a full analysis, the company prescribed a plan to deploy an upgraded press registration and credentialing system that would integrate with Fashion GPS, the fashion industry leader in customized digital public relations, marketing, and event management solutions. “These new technology systems will transform the experience of virtually everyone connected to this event,” said Lisa O’Neil, Vice President of Strategy at technology services firm Control Group. “Designers, PR agencies, the media and event attendees will notice greatly improved services, an improved online experience and better, faster information delivery all around.”
The new credentialing system allows information of approved press and industry event registrants to be passed on to Fashion GPS in real time. Customized for IMG Fashion, Fashion GPS for Mercedes-Benz Fashion Week,* provides designers with information on registrations. It also grants the ability to electronically send invitations to personal guest lists synced with the event’s registration and credentialing system and enables them to receive and manage RSVPs in real time, access an interactive guest seating program using click of the button tools, automate the distribution of seating assignments and expedite check-in onsite through computerized hardware.
No more waiting in unnecessary and long lines, guests invited by shows using the new system can print their seating assignments at home and walk straight into the show venue to their seats. Additionally, the new systems will provide expedited check-in for all Mercedes-Benz Fashion Week press and industry registrants with personalized credentials that allow them to pick up their seating assignments at self-service kiosks on the day of show. These onsite hardware enhancements will allow seating assignments to be scanned and design houses to view up to the minute guest arrival information via the Fashion GPS for Mercedes Benz Fashion Week check-in desks, allowing them to easily view and quickly fill in any open seats. Each new process significantly reducing the wait times for event check-in.
“Since 2007, we have been on the cutting edge of fashion management technology by introducing a variety of comprehensive programs to streamline the fashion industry,” says Eddie Mullon, Founder and CEO of Fashion GPS. “As the venue for Mercedes-Benz Fashion Week changes so does the technology. This year we hope to bring about an overall more efficient event with a customized Fashion GPS for Mercedes Benz Fashion Week program available to all designers showing at the event.”
The experience continues online as IMG Fashion launches a dynamic event website developed by Tender. The new blog stylized site will include near real time event news, downloadable schedules, social media tools, expanded designer content pages with designer runway photos and videos, profiles, retail points, links to their website and e-commerce, and the event scene featuring backstage and celebrity photos. This new site, powered by a content management system, will give IMG Fashion the ability to upload content through an almost one-click process and the option to easily re-brand and re-skin the existing website, reducing the complexity of freshening it from year to year.
"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.
Title sponsor Mercedes-Benz is joined by DHL, American Express®, Maybelline New York, W Hotels Worldwide, TRESemmé, AOL Inc., ideeli, Cambria Cove, Starbucks Frappuccino® Coffee Drink, Kim Crawford Wines, EFFEN® Vodka, FIJI Water, as well as the following media outlets: The New York Times, Women's Wear Daily, and Getty Images. Over eight days more than 100,000 guests will pass through the tents. With the help of these sponsors providing hospitality, services and amenities, we hope to make the hectic week of shows as effortless and pleasurable as possible for all attendees.
Mercedes-Benz Fashion Week is an IMG event.
About IMG Fashion
IMG Fashion is dedicated to facilitating a gateway to the fashion world - from creation to consumer. We offer solutions that seamlessly connect and associate fashion’s key constituents and corporate brands using IMG’s global resources, influence and expertise. Within the fashion industry IMG represents the world’s top models, leading designers and the most influential photographers, art directors and stylists. The division produces the leading fashion events around the globe and represents many of the industry’s top organizations and federations.
About Fashion GPS
Fashion GPS, the fashion industry's leading web-based solution to efficient sample inventory tracking, contact management and event management, was developed as a next generation fashion and event technology service that allows international brands and PR companies to quickly deploy its services globally without expensive server installations and IT headaches. Incorporating relevant computer programming while taking advantage of the latest technologies, Fashion GPS is smoothing the behind the scenes fashion industry and event planning process with innovative tools and concepts. www.fashiongps.com
About Control Group
Control Group is a New York City-based technology services firm that acts as a strategic partner, helping organizations envision and implement technology that drives business forward, improving operational efficiency and creating competitive advantage.
Known for its "whole business" approach to technology, Control Group provides insightful business analysis and completely integrated technology solutions such as vendor and creative management, infrastructure, system architecture, application development, engineering and in-house support for today's most innovative companies. www.controlgroup.com
About Tender
Tender shapes how powerful brands communicate by crafting insightful strategies and elegant design solutions.
We work directly with industry-leading and niche clientele such as Converse, MoMA, Sundance Channel, Microsoft, Rolex, and Fontainebleau to deliver engaging and results-driven works.
Tender’s award-winning work spans graphic design, environmental design, strategic consulting, and interactivity. We are a tightly woven team of critical thinkers with diverse, yet complementary views on functional creativity. From conception to execution, we remain devoted to our work, our clients, and the evolution of beautifully effective design.
*Fashion GPS for Mercedes-Benz Fashion Week is the customized system IMG Fashion has built for Mercedes-Benz Fashion Week and it has underwritten the cost for all participating designers to use as part of the event.
For more information, and for press and industry registration, please visit us online at http://registration.mbfashionweek.com.
Follow us on Facebook on the Mercedes-Benz Fashion Week Fan Page!
CONTACTS
IMG: Alison Levy
Public Relations Manager, IMG Fashion
T: 646-871-2492 E: alison.levy@imgworld.com
Web: mbfashionweek.com
Fashion GPS:
Polly Ryerson,
Polly Ryerson PR
T: 646-429-9554 E: polly@pollyryersonpr.com
Web: fashiongps.com
Control Group:
Lisa O’Neil
VP Strategic Services, Control Group
T: 212.343.2525 x192 E: lisa.oneil@controlgroup.com
Web: controlgroup.com
Tender:
Dean Di Simone
Principal, Executive Director, Tender
T: 212.966.3535 E: dean@tendercreative.com
Web: tendercreative.com
