Digital Sales: London-Based Designer Debuts Spring 2015 Collection Online

For the longest time, I have been infatuated with New York Fashion Week and everything it encompasses. I have never attended, but I always imagined it all: the glamour, the fur coats, the bright lights. As years have gone by, the digital world has expanded and I have been able to watch the shows live from the comfort of my own computer. This year, I was very shocked to see many brands take a step back from the Lincoln Center and hold their shows in different parts of New York, from Chelsea Piers to Brooklyn and more.

However, this year was also very revolutionary for NYFW and designers that wanted to showcase their Spring 2015 collections. AllSaints, a London-based label, decided to skip Manhattan altogether and unveiled its men’s and women’s collection entirely digital. AllSaints will continue to present their Spring 2015 collection on their social media channels as well as other digital platforms.

Another clever of this digital move from AllSaints was the way they marketed the collection. They called it “Runway,” but instead of shooting the collection on the expected runway, it was shot on the runway of an airport. Wil Beedle, the brand’s creative director, mentioned that they strategically decided to premiere their latest collection online because of its recent global expansion to new regions like the United States, South Korea and the Netherlands, while also demonstrating the brand’s “regeneration.”

This is a good marketing move for AllSaints, especially considering how quickly the digital world is moving and also considering that AllSaints target audience (and customers) now live tied to their phones, tablets and computers. As Joshua Espinoza from Complex.com puts it, “It’s a pretty damn clever, and highly effective.” It makes me wonder if soon enough, the entire way in which NYFW is conducted will move to a more digitalized promotion.

What are your thoughts on AllSaints showcasing their Spring 2015 collection digitally, instead of putting on a fashion show during NYFW like all other brands?