During this season’s New York Fashion Week, buyers, designers, bloggers, and viewers crowded into fashions hows. At the Belstaff show, however, viewers could also watch the show online via a live stream. These web viewers helped the Belstaff staff predict which runway items might be more popular, according to the New York Times.
Live streaming via webcam used to be more of a marketing tool for the fashion industry, but now it is being seen as a research opportunity for brands. As viewers see the shows, they may either pause on an outfit or post a Twitter message about a style. Some retailers are also allowing customers to make orders online as they watch the livestream show.