With the main selling event - and last opportunity to sell the season’s collections - in Paris only two weeks later, feedback the designers receive from the London shows is invaluable, allowing them to tailor their collections according to the buyers’ feedback.

Emilio de la Morena, Fashion Designer, said, “Traditionally we are very much in the dark with regards to what buyers think of the collection presented in London before we present the complete collection to buyers in Paris. Our partnership with O2 means that for the first time we have a way of immediately capturing essential feedback, providing us with the time to understand what the buyers are thinking and make any changes straight away.”

Anthony Stephinson, Fashion Buyer, Two See, said, “This is a really interesting project to be a part of during London Fashion Week. As the event gathers momentum, and becomes a dominant feature in the global fashion calendar, this kind of technology will only serve to make life easier for everyone. It could be as simple as turning up to the sales appointment the next morning and having your pre-selection on a rail ready for you to work from.”

Sally Cowdry, Marketing Director, O2 UK , commented, “This pilot is an extension of our current NFC trials, where we are working with partners like Transport for London and Barclaycard on the O2 Wallet® to bring NFC technology to consumers. Customer insight has shown us that demand for NFC in the UK and this trial is a great opportunity for us to bring technology innovation to the fashion industry to help designers at a notoriously busy time in the London fashion calendar.”

Near Field Communications News and Insight
Explore more developments dealing with the implementation of Near Field Communications, a short-range wireless technology that promises to revolutionize contactless identification, payment, access, and more. Click to visit NFCNews.