Bad-boy British designer Alexander McQueen’s Oct. 6 runway show was the talk of Paris Fashion Week — and you didn’t have to be a magazine editor, high-powered buyer, or Hollywood celebrity to get a front-row seat. A video of the event, featuring a dramatic, aquatic-themed multimedia display and models in reptile-patterned clothing and shoes resembling crab claws, was streamed live via McQueen’s Web site. Tens of thousands of fans logged on — so many that the site repeatedly crashed during the show.
Such technical glitches won’t deter McQueen and other designers from continuing to harness the power of the Internet. Louis Vuitton, Burberry, and Emporio Armani were among a growing crowd of fashion houses that began offering live video streams of their ready-to-wear shows this year. Vuitton’s was streamed onto Facebook, where users were invited to comment.
Other houses, such as Dolce & Gabbana, have aired online videos, including footage of backstage preparations for the shows and interviews with their designers. Alexander McQueen also launched a Twitter site “to build up anticipation” of its show, says Jonathan Akeroyd, the fashion house’s chief executive.
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The Web’s allure for the fashion industry is easy to understand: Designers can present their collections directly to customers without relying on reports in fashion media outlets that may not be positive. And they can save money on advertising — a crucial consideration now that many fashion houses have trimmed their marketing budgets during the economic downturn. “The use of Internet for us is absolutely crucial,” says Robert Polet, chief executive of Gucci Group, which owns the McQueen brand. “Interaction and involvement with customers are key words.”
But as more and more fashion houses throw open the doors of once-exclusive shows, the industry may be in for an even bigger shake-up. Traditionally, the major houses…