'If brands use this kind of tech, it could be fashion week every week…there’s no shortage of creativity.'
As fashion starts to warm to the idea of digital fashion shows, San Francisco-based, tech-powered Betabrand is seizing the quarantine mood to host a “Work From Home Fashion Show” and social shopping event on its web site April 15 at 5:30 PT.
“Social distancing has made the world wonder what fashion shows of the future will look like. Same goes with shopping in general. This event may provide a glimpse of what both will look like,” said Betabrand founder Chris Lindland. “Imagine if malls are closed, how can the Internet create the same social energy? We have all the technologies in place today, we just have to mash them up.”
But he found his sales niche with women’s pants, functional enough to wear for yoga, but with sophisticated styling details, buttons and pockets for casual workplaces. To date, he’s sold two million pairs of the Dress Pant Yoga Pants, which since the coronavirus pandemic he’s been marketing as Work From Om pants. And Betabrand was on track to sell upward of $70 million in Dress Pant Yoga Pants and other athletic workwear products this year before Covid-19 hit.
While Betabrand’s growth trajectory has flattened for the moment, Lindland said he continues to have at least 1,000 customers a day coming to the site, and 1,200 at any given second tuning in for the weekly live drop events. He expects 10,000 to 15,000 viewers over the course of the one to one-and-a-half-hourlong WFH fashion show with concurrent viewing peaks of 1,000 to 1,500.
France Dernières Nouvelles, France Actualités
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