New York Fashion Week, held on 7th September 2023, embraced cutting-edge technology, especially on-demand manufacturing during the entire show. Themed ‘Life Lately’ (an Instagram carousel play) and featuring designers Bruce and Glen Proctor, the show was in large part successful because of Resonance, a digital design and on-demand manufacturing company. Laura Garcia, who presented her brand on 8th September, also leveraged Resonance’s capabilities for her relaunch. Simultaneously, various video shopping shows enhanced the New York Fashion Week experience for a wider audience.
Designers at the event credited Resonance for its immediate production, marketing, and sales. Bruce and Glen Proctor attribute their success to Resonance’s grant-supported platform, which streamlines the design and manufacturing process to significantly reduce waste. Their ‘One’ platform employs digital design for photorealistic samples and AI-driven fabric cutting, allowing for efficient direct shipping from the manufacturing facility.
This technology facilitated their ‘unconventional’ design approach, enabling them to experiment with multiple pattern and colour variations, even producing pieces not featured on the runway. Testing designs now involves showcasing 3D digital versions on their website, with physical production following successful online sales.
Designer Laura Garcia also owes her successful launch to Resonance. She emphasises the challenge of predicting consumer preferences, even for seasoned merchandisers. On-demand manufacturing aligns well with the industry’s shift towards e-commerce, drop-shipping, and direct-to-consumer sales. Retailers no longer need to stock excess inventory, as they can respond to consumer demand more dynamically.
In addition to advanced fashion-on-demand tech, the ‘see-now-buy-now’ concept thrived at the fashion week. The ‘Patbo’ show was live-streamed on the brand’s website and Instagram. Remote viewers could view products on screen, check prices, and pre-order instantly. Collaborating with Brazilian e-commerce tech firm Vtex, Patbo’s owner Patricia Bonaldi, streamlined the sales for this season. Other video-shopping platforms like WhatNot and Fashionica also achieved digital success through social video commerce.