During the 2016 Tony Awards, TV viewers are being given the chance to purchase the apparel items worn by celebrities as they walk down the red carpet. Nordstrom, official sponsor of this year’s event, has upped the ante for immediate gratification by making it possible for buyers to order the accessories they see modeled by the evening’s beautiful people, and receive them quickly.
This is the newest twist in a trend I highlighted in my recent article, entitled Buy-Now-Wear-Now - A New Approach to Fashion, published by Women’s Wear Daily (WWD) in April. That article described the way in which big designers have chosen to forego the traditional waiting period between unveiling a new design on the runway and making it available in stores. Social media and mobile commerce have made it much easier to bring designers and customers closer together, time-wise.
According to a report in Retail Touchpoints Magazine, Tony Awards guests and nominees will be invited to a “Nordstrom Red Carpet Accessories Suite” hosted in the offices of their PR firm before the show. Here, guests can try on clothing and accessories and choose their outfit for the big night.
These glamorous awards have always been publicity opportunities for brands. Over the years, nominees have routinely been asked, “Who are you wearing?” when they are pulled aside for red-carpet interviews. By setting up the selection in advance through the accessories suite, Nordstrom can be confident in their ability to make the real-time fulfillment process more reliable and satisfactory.
This promotional initiative is custom-made for the power of mobile apps that many retailers, including Nordstrom, now offer. These apps have the capacity to highlight and market the clothing and accessories in more detail and more dynamic ways than on a Web site. This builds a more direct and intimate connection between consumers and sellers. There is better access to customer data and the ability to enhance online and in-person shopping experiences by combining information about the awards show, the guests, and the clothing, with customers’ own real-time experiences. It also makes payment and delivery much easier, and facilitates true retail intimacy.
Using mobile technology and the occasion of the Tony Awards, Nordstrom is bridging the gap between the world of celebrity and the average shopper. Other smart fashion retailers will certainly follow suit, building a culture of immediate gratification and personalization for a customer base that is primed for it.
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