Marketing

The Runway by SAP mobile app will debut at the Badgley Mischka show at New York Fashion Week on Sept. 11. The app enables fashion show audiences to actively participate in the show — whether watching in-person or online — by providing instant feedback on runway looks and accessing detailed info on each item within the presentations. New to the app for this season’s Badgley Mischka Spring 2020 show, audiences can add to their wish list items as they debut on the runway for preorder and even buy now from this season’s Fall 2019 runway collection through the app.

Runway by SAP is a live-audience feedback app using the Internet of Things, beacon technology and machine learning algorithms to automatically recognize the looks as they go down the runway and enable users to interact in real time with the collection by providing feedback. The direct user feedback offers invaluable real-time data and analytics to the designers.

“Digitally empowered consumers are rewriting the rules of fashion, and Runway by SAP provides a unique opportunity for our fashion show audience to interact with our new collection as they see it on the runway in real time,” said Mark Badgley, Badgley Mischka cofounder and designer.

“The live audience engagement and feedback will be paramount in our future creative and production decisions,” said James Mischka, Badgley Mischka cofounder and designer.

Runway by SAP app functionality supports users live at the show or watching remotely, and includes the following:

Real-time interaction with the new collection as it debuts on the runway, including the ability to provide feedback on each look and items within the look, using “like” and “love” commentary options
Ability to access detailed information on specific items in each look
Purchase feature that enables users to add items to their wish list
Users able to either order or preorder specific Badgley Mischka looks depending on the season
Ability to take photos while using the app, ensuring attendees don’t miss any of their favorite looks as they appear on the runway
Ability to leverage the machine learning features of the app to identify looks, provide feedback and buy items using a runway video replay (such as YouTube or Facebook)

The Badgley Mischka Spring 2020 show is the third New York Fashion Week appearance of Runway by SAP, which debuted at the Badgley Mischka Fall 2018 show and was also used at the Christian Siriano Fall 2019 show.

Runway by SAP is available for download in the Apple store (for iPhone and iPad).